The Research Of Marketing Channel Construction Of China Unicom Mobile Business

The symbol which is stand for China’s mobile communication industry get into the 4 g era is that the ministry get the 4 g licenses to China telecom, China mobile and China Unicom on December 13. in the new competition situation, market competition of China’s communications industry is getting more and more fierce. Operators have to seize the opportunity, meet the challenge, develop new marketing channels, and expand the content of the project. The survival and development of communication industry depends largely on marketing channel management. we can say that the marketing channel competition has become the competition focus of the communications operators. Operators should be take constant innovation and development to meet competition, and keep an eye on the marketing channels, basically on the traditional marketing model, this article try to use the latest theoretical research results to Chongqing Unicom. In order to promote marketing innovation.His study mainly takes marketing channel as the breakthrough point, using the literature method and interview method to Analysis. Firstly, we Outlines the theory of marketing channel,according to the characteristics of the marketing channels for various types, make definition and classification standard of the different types of channels for the construction, such as the length, width and breadth, functions and relationships of marketing channels, Secondly, analyze the internal and external environment of Chongqing Unicom, from the macro economic environment to the industry economy, analyzes the situation that Unicom is overall facing, in order to adapt to changes in the environment, Chongqing Unicom must re-examine their own marketing channel, to adapt to the fierce competition in the market; Thirdly, take the SWOT analysis between China Unicom mobile communication business marketing channels and its major competitor mobile communication business. And find out the problems of the marketing channel; finally, based on the analysis of the front, make strategic positioning to marketing channel construction of Chongqing Unicom mobile business. Increase the amount of its own business hall, distribution channel level+ flat management model, to strengthen the way of construction of villages and towns channels.make the acvice of how to improve the efficiency of marketing channel constrution.