Strategy Researchaboutphysical Channelsof The Nanyang Branch Of China Telecom

With the advent of the mobile Internet era, the competition between operators is becoming increasingly fierce. Marketing channels, one of the most important marketing resources, is being paid more and more attention by operators. From China Telecom internally, there are three channels to achieve the form: direct sales channels, online channels, physical channels. And in the form of three channels to achieve, the physical channels as an effective carrier, the importance of no doubt, even if the final realization of direct sales channels and online channel sales is also largely dependent on the physical channel. A series of reforms of the state to the telecommunications industry, and the reform of China’s telecom industry should be reformed and perfected.The Nanyang branch of China Telecom as a subsidiary of the China Telecom, in fact, the operational strategy of the physical channels needs to be reformed and improved.In the macro environment, the camp to increase and marketing costs drop policy to the Nanyang branch of China Telecom physical channel operation bring pressure, Nanyang city population and economic environment, social cultural environment, technology development on corporate physical channel operation. In the industry environment, the Nanyang branch of China Telecom is facing the impact of radio and television networks, virtual operators, mobile phone manufacturers, consumers and competitors, and other external environment. Competition in the micro environment, the Nanyang Branch of China Telecom physical channels mainly for the Nanyang branch of China Mobile and the branch of China Unicom in Nanyang, competitors in the quantity and quality of the physical channel has advantages; from the point of view of internal resources, the Nanyang branch of China Telecom in the physical channel development has the potential. The physical channel management of the Nanyang branch of China Telecom is in a period of change, at present, different management modes are adopted according to the different regions. Various types of channel operations made some progress, but there are still some key problems of restricting the development of the physical channel, the physical channel strategy channel layout is unreasonable, physical channel structure is imperfect, physical channels incentive effect is poor, on the physical channel assessment management support lack of dislocation. The existence of these problems, the exposure of the Nanyang branch of China Telecom in the lack of physical channels planning, lack of support, market research is not in-depth, there is no unified channel management norms and other deep-seated reasons. In order to make the physical channel operation more effective, the Nanyang branch of China Telecom should expand the scope and density of the physical channel; enrich the length and width of the physical channel. In the physical channel incentives, to enhance the physical channel incentives targeted, that is, according to the development stage of the physical channel, and then put forward the implementation of positive and negative incentives combined with the channels of incentives. The company should optimize the management and support of the physical channel. The physical channels of the Nanyang branch of China Telecom should be managed at different levels, and the company should strengthen the channels at all levels of support, especially in staffing, service differentiation, grade test and maintenance, draw a small contractor support, how to deal with channel conflict etc..Physical channel operation is a process of continuous deepening and improvement. The Nanyang branch of China Telecom should start from the reality, and constantly improve their physical channel operating system, establish a unique competitive power.