| As3G communication becomes gradually mature and4G communication is drawing nearer and nearer, the pressure from external industries is impacting the market of telecom operators. Mobile services have gradually dominated an important position in revenues of telecom businesses, and China telecom has really stepped into a period of full-service operation. How to be better adapted to the requirement for sustainable development of market and establish a system of channel adaptable to full-service operation has become a pivot of strategic transform of marketing for Suqian Telecom. Channel competitiveness is a key for maintaining the position as the industrial leader, therefore, how to establish effective sales channels has become a foremost issue Suqian Telecom is confronted with.This paper employs the methodology of monographic study to make a comprehensive dissection into the marketing channels of Suqian Telecom under full-service operation, from the research perspective of full-service operation, on the research base of marketing channel and more relevant theories, and on the basis of the situation of full-service operation and development of Suqian Telecom. On the base of analysis into the influential factors for channel construction, it raises the recommendation that Suqian Telecom must establish a flattening system of channel management in accordance with the overall strategic orientation of full-service operation channel of China Telecom Group, based on the self-available and cooperative channels and supplemented by other agent channels, and must construct the full-service operation channel in terms of being matched with profitability, customer value, customer trait, business feature and user brand. And it raises measures for channel strategy security such as inferring combination of channels, promoting physical channels, strengthening direct-selling channels, popularizing e-channels, and developing social channels.The paper falls into six chapters, with the following contents to study:Chapter Ⅰ is introduction, which briefly states the significance and background of this study, actuality and contents of research and path; Chapter Ⅱ is retrospection of relevant theories, which generalizes the theory on marketing channel that lays a theoretical foundation for this study; Chapter III probes into the actuality of and existing problems with the marketing channels under full-service operation of Suqian Telecom, which first generalizes the actuality of full-service operation of Suqian Telecom, and then the actuality of channels of Suqian Telecom according to the actuality of Suqian Telecom, on which base to propose existing problems with the marketing channels of Suqian Telecom including insufficient coverage of channels, limited capacity of channel marketing, implicit channel orientation, conflicts between channels, etc.; Chapter IV provides an analysis into the channel environment of Suqian Telecom during the phase of full-service operation, mainly analyzing the macroscopic environment of operation channels, the industrial competition environment and the internal environment, which lays a basis for channel construction in the following text; Chapter V refers to the strategies for construction of full-service operation channels of Suqian Telecom, which first analyzes the competition orientation and customer orientation of full-service operation channels on the basis of both internal and external environments of channels, and then raises strategies of full-service operation channels of Suqian Telecom, including matches between channel and customer value, between channel and customer traits, between channel and business feature,1between channel and user brand, and between channel and profitability, and finally proposes measures to secure implementation of the full-service operation channels of Suqian Telecom in four aspects-direct-selling channel, physical channel, social channel and e-channel; the last chapter is the summary and prospection. |
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