A Optimal Design Research On The Marketing Channel System Of M Operatating Enterprise In City C

With constantly reforming of the China Telecom Industry, especially the restructuring of operators, the three full-service operators-China Mobile, China Telecom and China Unicom- have formed a new pattern of competition. 4G licenses’ issuing means China entering into the 4G era. Under this new circumstance of marketing, the mobile operators confront three problems : how to accomplish the channel architecture design accurately? how to cultivate、manage and fight for high quality resources? how to accentuating the positive and eliminating the negative of the mobile operators in order to build a channel system in line with marketing rules?Based on the analysis of M operating channel system of City C, we found that the structure of this channel system has some weaknesses、the force of controlling、the data business and capacity of terminal sales are low. Based on describing and analyzing these questions, the paper proposing the characteristics of 4G era and opportunities for channel operations. And the paper combining with the pros and cons carrier M faced in C city’s market environment, proposing a compound channel system which stays competitive and meets the need of market development. Through the optimization of the channel structure 、 channel label positioning system construction、the core channel stability、new business hall construction、electronic channels、marketing system optimization operation, Proposed the following several suggestions: first, fining the M’s operators marketing channel management; second, optimization of remuneration structure from sales, customers and agents angle; last, specification M’s operators of the marketing of the city C channel from the channel management. It is hoped that this way makes the construction of operators of the channel operations、terminal sales and other aspects can be improved, also, Hoped that the government’s policies for mobile sales of construction is able to be implement. Finally, the M’s mobile carries’ management of the flux、terminal、service and other aspects, and to promote its in the era of the 4G can play a leading role.