| Innovation in telecommunication industry is about to enter into a new business and model innovation driving era, during which there exists no market with scale sustainable increase. Telecommunication industry needs to focus on each details to look for the marketing model of reducing costs and increasing revenue. Currently, comparing the research and innovation on the marketing channels in telecommunication industry with those developed countries, there is a long way to go for our state, and those developed countries lead far away in the forefront of the times either in theory or in practice. With the arrival of internet+ era and the constant deep transform of telecommunication industry, marketing channel management becomes an important step in promoting comprehensively transition in management mode by the telecommunication industry player. Therefore, enhancing the research on telecommunication marketing channels is of great significance not only in theory but also in practice.As a district level company, China Mobile JNZQ is the pioneer troop of China telecommunication market although it has no decision power in the products, business models, etc. The sales of the company product, the most direct contact with customers and the direct reflect of the company performance are all from county level companies. Marketing channel is the most frontier of branches of JNZQ marketing. Marketing channel shall nevertheless accompany the comprehensive transition in China Mobile. JNZQ branches is transforming slowly comparatively, and the propaganda, service and sales of marketing channel remain to be improved. The top priority for JNZQ branch of China Mobile is to increase the competition by optimizing marketing channel to ensure the smooth transform of marketing channels. This paper carries out research on the market channel of JNZQ branch for the purpose of providing theoretical guidance and practical reference to the managers on optimization of current channel system, and also providing basis to telecommunication players to improve business management and increase service level.This paper takes JNZQ branch of China Mobile as research examples, domestic and foreign marketing management theories as reference, analyzes comprehensively and objectively the marketing channel, adopts the analysis model of establishing evaluation index system to identify the problems in marketing channel, therefore raises strategies and recommendations on optimizing marketing channels, and provides valuable perspective and method to telecommunication industry players on actual management of marketing channel. |
