Study On China Telecom’s SMB Marketing Channel Plan And Management

According to the consumption characteristics of the telecommunications industry,Small to Medium-sized Businesses(SMB) refer to the enterprises whose monthlyconsumption in communications below3,000Yuan, including the clustering businesscustomers in the area of industrial parks, professional market, commercial buildings,and the decentralized frontage retail shops. With more and more fierce competition infull-service in the communications industry, the overall channel systems of three majoroperators have basic convergence, but there are still large differences in the coverageand synergy capability of channels in connection with different customer groups.Particularly for the SMB, which are in large quantity, extensive range, and with littlevalue, the emergency problem for the China Telecom is how to find appropriate channelto achieve the best revenue.This paper analyzes the current status of SMB channel of ChinaTelecom(CT)/China Mobile(CM)/China Union(CU), to identify the problems in thiscustomer segmentation marketing of China Telecom. Then it provides the innovativeand exploratory research to CT’s SMB marketing channel plan and management withdifferent marketing theories. Mainly as follows:First, this paper studies the SMB market share and channel status of CT/CM/CU,compares their advantages and disadvantages, then proposes the problem of SMBchannel plan and management to CT.Next, this paper analyzes the requirement and customer behavior tocommunications services of SMB, and gives the contrastive analysis of supply anddemand according to the CT’s products supply.Then, this paper discusses the importance and weakness of CT’s CMB channelwith classic4P Marketing theory, investigates the existing problems by4C and4RMarketing theory. It also presents the solution to these channel problems which mustconsider about the consumer-oriental cost, convenience and communication, frombuilding good correlative relationship and benefit clusters between enterprises, channelsand customers. Finally, this paper gives the solutions to CT’s SMB marketing in variety kinds ofchannels planning and management strategy of channel synergies, channel evaluationand incentive, channel capability improvement, and channel competition.