Marketing Channel Sales Management And Practice On Project Management Theory

With the arrival of3G era, the three telecom operators in China, have become afull-service carriers which can operate not only the traditional communicationsbusiness but also mobile communications business, and the mobile communicationsbusiness is the most competitive field among the three operators, each operator haslaunched a fierce offensive to the opponent’s existing market, intends to scramble fornew markets and continue to accumulate, expanding the existing market share. In thisregard, the social marketing channels play a vital role in the company’s operations, as alarge number of social channels are widely distributed and open for business all daylong, telecommunications industry has a typically "Channel Is King" characteristic.Therefore, the implementations of channel strategies, such as channel layout, channelmanagement, channel sales, are the key issues for the telecom operators which directlyrelated to its survival and development.For a long time, China Mobile has carried out a lot of work on the social channelmanagement. Through years of development, our customer scale is at the absoluteleading level in the local market. But with the arrival of3G era, affected by thenetwork standard, terminal models and business policies, our social channels salesability decreased and the new market share continued to decline, making the originallydominant market position become precarious. Faced with this serious problem, thispaper uses research methods of the QC to demonstrate and diagnose the main causes ofthe problem, and draws on the methods of project management to orderly organize andimplement the channel sales improving work. It takes six months to complete the entireproject in early2012, and after the Spring Festival, a large number of migrant workersreturned to the city, we seized this opportunity to develop a lot of new customers,reversed the trend of declining sales, and achieved good results.Currently, social channels of China Mobile branches have generally faced withthe continuous erosion and penetration of the opponent, In this case, how to enhancethe social channel sales capabilities, how to maintain market share, how to exceed the limits to growth and how to maximize the new market share, market managers all overChina Mobile branches must continue to study the subject. In this paper, according tothe actual situation, we carried out a practical project management method, andsuccessfully established a set of effective measures to enhance channels salse, and putforward some new ideas or approaches to solve the common problems on channelsmanagement, such as identification of fraudulent transactions in channels, outletssupplementary model in blank region, fence-sitter outlets rectifying, channels salesmanincentive,etc, as a result，this paper provide fresh experience and problem-reference formarket managers within the communications industry.