Analysis Of The Public Customer Marketing Channel Strategy Of Guangxi Beiliu Telecom

After the splitting, restructuring and a series of innovation, and more than10years of baptism, China Telecom is walking into the public eye with a completely new look, that China Telecom has developed into a network combined with voice, data and mobile from a simple voice network. The participation of mobile service enriched the all-business connotation of China Telecom, which also announced with the beginning of a situation of tripartite confrontation between China Telecom, China Mobile and China Unicom. With the communications market fervorization in Beiliu city, Beiliu telecom can’t meet the demands of development relying on its only marketing channel. It’s obliged to optimize the existing channels and broaden social channels.This article, through explaining the importance of channel construction and optimization by the background of the research, originates relative theory, introduces the meaning of marketing channel from five aspects, which are organization structure, process of circulation, relationship management, strategic management and network system, illustrates the structure of marketing channel and analyses the type of channel structure that Beiliu telecom belongs to. Through the introduction of the theory of channel control, the groundwork of the following writing is made. Then, Macro-environmental analysis is made to help introduce the basic information of Beiliu city and understand the market prospect. Michael Porter model is applied to the analysis of the competition environment which Beiliu telecom’s public channels are in. The strengths and weaknesses, opportunities and threads of Beiliu telecom are analysed using SWOT analysis method. Beiliu telecom’s public channels strategies are also included in the article, which provide clues to the following analysis. According to above theory, the basic information of Beiliu telecom, condition of public channel and the development history of the channel are stated. Compared with the control theory and analysis in the former chapters, the existing problems of current public channels are found out. Aiming at the existing problems, optimization strategy, intended to improving Beiliu telecom’s channel marketing and service abilities, is formulated through applying control theory, such as hierarchy control ideas, culture control ideas, feed-forward control mode, field control mood, feedback control method, authority mechanism, contract mechanism and regulating mechanism, etc, from improving market coverage of social channels, efficient management of channels, reducing channel conflicts, strengthening the support and improving strategics.