Study On Marketing Channel Management Of Jilin Branch Of China Mobile

Marketing channel management plays an important role in the corporate marketing mix. Starting from suppliers, products need to go through a series of processes and activities to reach the hands of consumers. As a carrier, the channel bears the function of realizing the normal and efficient operation of these activities. In a long period of time, the other three strategies - product, price, promotion - of the marketing strategy mix occupy a more important position than the marketing channels. Many companies usually consider the marketing channel strategy only if the marketing objectives can not be achieved by product, price and promotion strategies. But we can imagine, any business, even if its products have good quality and diversity, its price is very competitive, or its promotions are very eye-catching, cannot pass the products and service to consumers without the sound and well-developed marketing channels, thus can not achieve the value of its products and services. In addition, in today's competitive market, product performance is not much different, the price difference between products is smaller and smaller, and the promotions are in lack of new ideas. The only factor that cannot be easily imitated and copied is channel. Therefore, the marketing channel plays an important supporting role for the other three corporate marketing strategies.With the deepening of China's market economy, the telecommunications industry has been in rapid development. The changing environment of communications market, the increasingly fierce competition between operators, and the competition means of price, technology, management, and service, get consumers confused. In such a full range of competition, how to make business and develop long-term survival is a major business problem placed in front of each mobile operator, which also determines their ability to healthy and sustainable development. Marketing channels for mobile operators are very important and marketing channel management is the front-end management of modern enterprise and plays an important role in the business process. Operators need to use their limited resources, choose to enter their own target market, and maintain their competitive advantage in this target market guided by a comprehensive and long-term strategy, developing marketing channel system, optimizing marketing channels management, and making enterprise marketing behavior more standardized and effective.In this paper, we use the theory of marketing channels as the theoretical basis, hoping to use the deep and comprehensive study of status of the marketing channel on Jilin Branch of China Mobile, to talk about how to optimize their existing marketing channels, thereby building competitive channel strategy.This article analyzed the status of Jilin Mobile channels from the empirical point of view. By using specific data, we summarized the main problems of Jilin Mobile channels; made a SWOT analysis for Jilin Mobile from aspects of economy, technology, market and national policies, discussing the opportunities and threats faced in the market, as well as its own advantages and disadvantages, which is used as basis of channel optimizing; based on the analysis, we proposed the a clear goal of channel development for Jilin Mobile to maintain the competitive advantage, while proposed specific measures and schedule to achieve the overall goal; finally, we combined with the author's experience in marketing in the field of mobile communications, proposing what measures we should pay attention to in order to encounter problems and promote channel-optimized implementation of the program in the implementation process.In this paper, we proposed strategy based on the actual situation of Jilin Mobile's strategy, which can help strengthen its own channel construction and solve some problems of distribution channel, as well as optimize the management of marketing channels. These measures have a strong operational possibility in the next period of time, effectively guiding the channel construction of Jilin.