| As the backbone of market expansion, as the main driving force of customer development, in recent years, telecom operators gradually increased marketing channels for relevant inputs. However, how can we stand on an overall perspective to evaluate the input and output of each channel? It is a major problem for telecom operators. For studying the overall efficiency of multichannel and development strategy, this paper will research on this point of multichannel integration.This paper mainly focus on the follow-up two study issues, first of all, how to evaluate the multichannel development whole situation from the perspective of resource allocation; secondly, how to make relevant management strategies through collaborative research on the efficiency of the multichannel.To solve these problems, firstly, this paper defined the telecom operator channels and products and comb multichannel synergies. Secondly, the research will also summarize the DEA data envelopment analysis method and its application in the field of marketing multichannel. Finally, building the multichannel integration model and using DEA method to analyze a specific case of a telecommunications operator’s marketing multichannel are also the focus of article. The conclusion is about the quantitative and qualitative analysis of the overall management recommendations.Based on the characteristics of the telecom operators and marketing multichannel, this paper used the DEA method conducting collaborative research on the channel, and also analyzed cases from the quantitative point of view, combined with comprehensive qualitative analysis method, which also reflects the innovation of this paper. |
