Study On The Optimization Of The Marketing Channel Of Zhangjiajie Unicom Business Operation Mode

Whole business operation era coming, China Mobile, China Unicom, ChinaTelecom Chinese three full support formation, early recombination Chinesecommunication industry, Zhangjiajie Unicomas the market follower and later, how tobuild a stable, efficient marketing channel system in the short term, to adapt to thebusiness operation needs, with strong Zhangjiajie mobile and Telecom, thereby for aspace for one person to win in the fierce competition in the market.The article studies the Zhangjiajie Unicom branch has connected the two counties,districts of Yongding district and WuLingYuanOu respectively; The two countiesCiLiXian and SangZhiXian respectively. Owns proprietary channels, marketing channels,social channels, electronic channels and secondary channel five channels of marketingservices, along with the continuous development of the company as well as the3gbusiness, the original channel has exposed various problems, various channels of internalproblems, conflict between channels, lack of co-ordination, cause the user perception offalling, channel employees complain about increased, business development difficult, allenterprises to develop into predicament, plus Zhangjiajie mobile telecom new mobilecost advantage and pressure and the introduction of new mobile telecommunicationservices, Zhangjiajie Unicom faces unprecedented opportunities and challenges.Zhangjiajie Unicom channel system carding and refactoring is urgent, so as to adapt tothe needs of the development of the whole business environmentThree communication carriers, Zhangjiajie Unicom started late, weak foundation.So in this whole business background, Zhangjiajie Unicom to achieve rapid development,only by giving full play to the fixed network and mobile network integration businessadvantage and3G business advantages, to form the new competitive power. To do this,we must adjust the original channel structure, integration of resources to establishchannels of system and the new management mode, to adapt to the needs of thedevelopment of3G, so as to ensure the smooth realization of the strategic transformation of Zhangjiajie Unicom.Founder of the theory of integrated marketing communications from northwesternuniversity professor Don Schultz has pointed out: under the condition of producthomogeneity, differentiated competitive advantage can only reflect on the "channel" ofoperators. Therefore, the marketing channel has become the focus of the enterprise tofocus on today, and become their remaining invincible in the fierce market competition.This article through to the Zhangjiajie Unicom company specific empirical research,combined with Zhangjiajie Unicom channel status, in-depth analysis, find out thechannel problems, then from the beginning of the channel system construction, putforward specific measures of Zhangjiajie Unicom channel optimization, providing thefeasible basis for the construction of Zhangjiajie Unicom channel system branch.