Research On Dongying Mobile Company Marketing Channel Management

By researching the related theory of marketing channel home and abroad，the development trend ofmarketing channel，the change of marketing environment, though plenty of theories and viewpoints havetheir own proposals and positions，they convey that the future market competition will focus onreasonable marketing channel layout and construction and management among the same trades，Thus，marketing channel construction and management play an important role in building the corecompetitiveness in communication industry At present， China mobile, China telecom, Chinacommunication industry have become the whole network business (mobile phone, fixed telephone,broadband) operators, and the relative balanced telecommunication industry competitive structure oftripartite confrontation has been formed. To be invincible in the fierce competition, it is not enough onlydepending on the quality of network, good service, reasonable prices. Marketing channel competition hasbecome the theme among telecommunication operators and the issue they must face is how to perfect theexisting marketing channel construction and management at present.Through a comprehensive analysis of marketing channel construction of Dongying mobile company,we found that the entity channel is main in its stores, and electronic channel has begun to take shape, theagent channel also continues to grow, but with a single store, insufficient in electronic channels content andinadequate control，to some extent, cannot meet the demand of consumer differentiation; Secondly，theproblems in extensive management in channel, too much rely on agency channel and inadequate staffallocation have hindered the development of the company. With the method of theory with practice andcombining the normative and empirical analysis and other analysis methods, aiming at the problemsexisting in the marketing channel construction and management, this paper puts forward to improvechannel layout and construct online service marketing channels, marketing channels for new business,cooperation, industry chain exploration of marketing cooperation channel，so as to make up for theinadequacy existed in channels construction. To remedy channel management defects by stipulatingadmittance and exit process of agent marketing channel， implementing classification management ofagent marketing channel management, improving marketing channel control and stipulating channelmanager’s daily work, establishing marketing channel operational methods of monitoring system andhope this does play a guiding role in marketing channel construction and management of Dongying mobilecompany.