Study On China Mobile Quanzhou Branch’s Marketing Channel Operation Under The Background Of Full-service

Along with the recombination of telecom industry, the full-service competition of three operators, China Mobile, China Telecom and China Unicom, has been significantly revealed. In the viewpoint of this revolutionary marketing theory, each operator has devised ingenious schemes in different stokes, the competition reflects in the construction and operation of the marketing channels. They strive to make the channel widely, deeply and perfectly. On this occasion, for China Mobile, facing unprecedented opportunities and challenges, how to improve the channel capacity of the operation and management, is urgent and important.According to many years’work practices and experience in China mobile Group Fujian Co. ltd Quanzhou branch, and then the questions of the marketing channels are analyzed and researched, the author appraises and weigh those questions by utilizing the relevant management theories of channels. Finally, it provides the systematical solution for China mobile Quanzhou branch with the characteristics of enterprise and market’s characteristic.In this paper, the theory with practice using the writing method to reference materials, field survey, analysis of three examples of a combination of research work carried out. Some basic concept of channels marketing and marketing channel design is applied to analyze the current problems of Quanzhou branch’s marketing channels, at last, find out the solutions. The paper’s with a certain degree of innovation of theory applying.