Bengbu Unicom Channel Strategy Research

With the restructuring of Chinese telecommunication industry in 2008, in fact it had formed three main telecommunication operators which are China mobile, China Unicom and China telecom. After 3G licenses were issued in 2009, China Mobile, China Unicom and China Telecom faced a new environment of competition, such as the use of new technology, the conformity and adjustment of business model and so on. At the same time, the structure and business model of channel also faced reform and innovation.Three operators pay more attention to channel since it is a key factor in 3G time of telecommunication industry. Combining my work experience in Bengbu Unicom and my MBA knowledge, I establish three research directions in my study which are channel structure, channel incentive and channel control. Through this study, I expect to professionally analyze the problems appearing in the work of Bengbu Unicom channel and give some good advice on achievements improvement of channel to the enterprise practice.This thesis describes the localization and function of different channels in Bengbu Mobile and Bengbu Telecom in detail. It mainly recommends the change of their strategies before and after the restructuring. It summarizes the characteristics and development direction of their Channel. Through the distinctions among the three operators'channel strategy, the thesis points the shortage in the development of channel in Bengbu Unicom, gives the adjustment direction of Channel strategy in Bengbu Unicom.In channel structure, the thesis discusses the hierarchy and width of channel, introduces the selection of the channel member, points out the advantages and disadvantages of the channel model, and gives a reasonable advice about work in the future.In channel incentive, this thesis mainly studies the formulation and implementer process of the rebate policy in Bengbu Unicom, finds the differences of the rebate among the leading operators in Bengbu so as to set up a reference standard for the rebate adjustment in the future. Channel control is an important chapter of this thesis, containing five types of power and the power conflicts in the actual performance in Bengbu Unicom.Based on the practice, this thesis proposes the criterions of using the power. That is, the moderate use of the power can increase tightness of cooperation but excessive power use brings the ascension of conflict; About the management of channel conflict, the thesis reviews the horizontal and vertical types of channel conflict, and summarizes the main principle of channel conflict controlling; As the management of Channeling goods, the study focuses on the management of iPhone contract plan and wireless network card. About the achievements improvement of the channel, this thesis gives a detailed study on the cost reduction, share ascension, income ascension, market position ascension, puts forward the advice on the cost of adjustment, the moving of 2G users, the construction of "wo" shop, the brand operation of "wo", and illustrates the general idea of the channel strategy within a long period of time in the future.