Research On The Development Mode Of Social Entity Channel Of Yan’an Union In The Era Of3G

Communication industry has a vital role in the modern civilization of human society, and its development can greatly speed up the flow of information, shorten the distance of space, improve the operation efficiency of social economy, so as to create enormous social benefits. However, the telecom operators, due to the constraints of its own staff and cost, social entity channel has become the most important part of physical channels. China Unicom, after10years of development, has become one of the three domestic basic telecommunications operators in telecommunications market, but both the user scale and business income scale rank last of the three operators. The problems in marketing channels, especially problems of social entity channel is an important factor restricting the further development of China Unicom, which is also the common problem everywhere.This paper mainly adopts the practice oriented thinking, takes Yan’an Unicom as the research object, with its real development as the background, focuses on the research of the development mode of social entity channel. First reviewed the theory related to the topics of the background, marketing management theory and foreign development experience of3G marketing channel, which provide the theoretical basis for the research; by using the method of PEST analysis, five forces model analysis method, SWOT analysis method, the author analyzes the external environment and internal resources ability of the social entity channel of Yan’an Unicom, find out the existing problems of social physical channel, proposed the social entity channel development mode adopted by the company, and its object design, project design, process design and promotion and implementation plan; finally, points out the defect of the research and the prospect of further research. In this paper, the Yan’an Unicom social entity channel development mode-Wo franchise stores, which need more financial and material support from the company, especially need higher request to the channel manager’s personal occupation accomplishment and professional ability, which requires the company leadership to strengthen their faith and give a full support, to strengthen the human resources optimization, training, to strengthen financial support. This research specifically focuses on the introduce of the target, requirements and procedures of the Wo franchise stores, but there’s still some inadequate research on questions of the daily operation and management, such as store exhibition and promotion, which still further research and summaryAnd the introduction of the idea of the development mode of Yan’an Unicom social entity channel-the popularization and implementation of Wo franchise stores, is in favor of the steady development of Yan’an Unicom in the fierce market competition, to improve the company’s operational efficiency, enhance the core competitiveness, and laid a solid foundation for the future development of the company, so the company can develop and grow continuously.