Study On Channel Improvement Construction Of Government-Enterprise Customers In The Hunan Branch Of China Telecom

With the telecommunications reform in2008and the implementation of a new round of issuance of third generation mobile communication3G licenses in early2009, China telecom industry has entered the era of full-service operation. As full-service telecommunications operators, the advantages of the company are the same, the benefits of business differences, pricing strategy and promotional strategy almost cannot earn more profits, so channel resources become the strategic resources of the telecommunications company. At the same time, the customer is always the source of profit. So, customers who have large amount of communication services, who have made big contribution to the profits, who are loyal to the company, are becoming a strategic competition among operators. Therefore, in the context of full-service business, the study of enhancing government-enterprise customers channel construction has important practical significance. However, how to promote and manage the future government-enterprise customers marketing channels,how to improve channel efficiency and customer satisfaction, and how to occupy more larger market share about government-enterprise customers will become difficult and the key targets.Hunan Telecom is a subsidiary of China Telecommunications Corporation. In recent years, Hunan Telecom has made some achievements about the channel construction. At the same time, Hunan Telecom also faces a lot of problems to solve. Then, enhancing the construction of government-enterprise customers channel is essential. The article has expounded the theory of marketing channels at first; Then, via reviewing the course of the development of the telecom operators marketing channels and the evolution of government-enterprise customers marketing channels about Hunan Telecom, it has elaborated the current situation and problems of the Hunan telecommunications channels of the government-enterprise customers. Accordingly, it has pointed out that enhancing government-enterprise customers channel construction is necessary and has proposed constructive ideas to enhance telecommunications channels constructing of government-enterprise customers. After that, the article has made some strategic analysis about Hunan Telecom channel construction of government-enterprise customers. According to the strategic analysis, the requests are stated in the following aspects:strengthening and enhancing the channel construction of direct sales; strengthening the channel construction of government-enterprise cooperation agency; enhancing the channel collaborative marketing capabilities. Finally, this article has made some constructive comments which have strong practical significance.In this paper, we use the method of depth interviews and statistical analysis, and do description and analysis with the chart image. Combined with the marketing theory, objectively analyzes the problems. It is of great theoretical significance to promoting the marketing channel management of Hunan Telecom.