Application Of Fuzzy-AHP Mathematics Model To Assessment Of Marketing Channels

The recombination of Chinese telecom industry in2008marked the domestic telecom operators have stepped into Full-service age. The development results in a series of changes as to user expanding, business-level deepening, services diversifying under the circumstance. Marketing distribution with terminal marketing is playing an increasing important role in competition among the operators. During the past years, performance evaluation of marketing channels focused on single factor or a small amount of factors, such as interest revenue or cost only. In fact, it should be considered systematically including the companies, distributors, consumers etc. The thesis fully assessed all of the marketing channels of YC Unicom based on the telecom industry background as well as YC Unicorn’s actual operating conditions in application of Fuzzy-AHP mathematics model. According to assessment, the thesis provided optimization proposal for the construction of marketing channel in the coming future. This study not only facilitated understanding of quantify the performance evaluation of the marketing channels, but also was helpful to channel construction in the full-service telecommunications industry context.