Research On Fujian Unicom Group Customer Market Channels Strategy

With the gradual deepening of the changes of the telecommunications industry, the domestic telecommunications industry is facing increasing competition, today China has become one of the largest countries in the field of global telecommunication networks and individual subscribers. In December 2013, the Chinese government formally issued TD-LTE license, since then, China, together with other more than 80 countries, fully embraced the 4G era of data communication. The beginning of 4G era, marked two industries "mobile communication" and "Internet" merged as "mobile Internet" industry, boundaries between mobile networks and fixed one began to blur, this is an important strategic turning point of telecom operation in history.Group customer market has essential difference from mass market in theme, promotion, product features, service management, operations management and other aspects, only in mass market's marketing mode to expand the marketing of our customers cannot get the victory in group customer market competition. Under the new communication patterns, we should match different products and services and marketing channels with customers with different needs, expand and optimize existing channel structure, maintain incentives and control of channel, to rapidly increase channel marketing ability and to maintain long-term sustainable development. Through channel integration to enhance the independent combat capability and cooperative engagement capability of respective channels to an important issue faced by Fujian Unicom.Firstly, this paper, using the analytical method of combining theory and practice, on the basis of the basic theory of marketing channels, makes a comprehensive analysis of the key factors affecting current channel construction and development of Fujian Unicom Group, taking example by outstanding experience combining with the actual channel construction of Fujian Unicom Group, carries out an research on the channel structure optimization, Group channels function positioning, and channel incentive and control of Unicom Group, and analyzes the current channel structure of Fujian Unicom combining channel structure theory, channel incentive theory, and channel control theory, and makes a summary of the problem. Applying Roland Berger channel optimization triangular model, put forward a proposal for Fujian Unicom Group channels, especially for the construction of Group entities channels.In the analysis of Fujian Unicom and key competitors, identify their strengths, weaknesses, market opportunities and threats, to narrow the gap in competition, eliminate disadvantage and threat, enlarge advantage, and seize opportunities for Fujian Unicom, and provide evidence for expanding and optimizing the Group's channels. On the basis of the channel management theory, Roland Berger channel optimization triangular model, combining with the actual analysis of Fujian Unicom Group channels, point out the current problems and make recommendations on optimization. Finally, this paper proposes follow-up prospects on this subject.