Research On The Construction Strategy Of Jianfxi Unicom 4G Business Marketing Channel

Since China’s mobile communications industry in 2014 officially entered the 4G era, the difference between the three operators in the mobile terminal gradually narrowed,the product also showed a high degree of homogeneity of the trend,the competition in the mobile communications market is getting stronger. In the face of the current economic development, how to obtain competitive advantage has become the major development strategy of major enterprises to develop the primary problem.Communication operators generally through the marketing channels for product sales and provide services. Therefore, to a certain extent, the marketing channel determines the operator’s profitability and market position. With the continuous change and development of the society, the operators should optimize and adjust the marketing channels in time to meet the new market demand and communication technology. In this paper, the 4G era as the research background, Jiangxi Unicom’s marketing channel construction issues to study,in order to optimize and improve the company’s existing 4G business marketing channel system, which has certain guiding significance for the construction of Jiangxi Unicom’s marketing channel. The research of this paper mainly includes the following three contents:First, by combing domestic and foreign related literature and related theoretical basis, combined with the development of the company’s business status, analysis of the current situation of the company’s marketing channel construction, and through the issuance of questionnaires, investigate and collect the data which related to the company’s marketing channel system. The analysis revealed that the Jiangxi Unicom’s existing marketing channels in terms of layout, execution, management, and long-term strategic planning and team building there are many shortcomings. On this basis,combined with the analysis results of SWOT analysis method, this paper establishes the construction target of marketing channel for Jiangxi Unicom, and puts forward the corresponding suggestions.Second, on the basis of the analysis of Jiangxi Unicom marketing channel situation and the questions of the company, we use the SWOT analysis method to analyze the internal and external environment of the company’s marketing channel in detail, clearly pointed out that the company’s existing marketing channel system has advantages and disadvantages,opportunities and threats. For example,Jiangxi Unicom has an advantage in social construction and management of distribution channels, but in the channel store image, loyalty, product demonstrations and other conditions are some shortcomings; Terminal manufacturers do not carry out exclusive transactions are the opportunities faced by Jiangxi Unicom. Compared with competitors, with poor channel control and high channel drain rate is the main threat facing Jiangxi Unicorn.Thirdly, combining with the research results of SWOT analysis method and questionnaire survey method, starting from the competitive environment of Jiangxi Unicom’s marketing channel, according to the six marketing channel construction strategies, from the policy support, the management level gradually flatten, the integration of related resources in three areas to put forward the build and optimize the marketing channels of supporting measures, to help Jiangxi Unicom to improve the current shortcoming of marketing channels, build and improve the 4G business marketing channel system,thereby enhancing the company’s overall strength.In this paper, the construction of Jiangxi Unicom 4G marketing channel as the core of this study, the result provides a new practical research result for Jiangxi Unicom and other mobile communication operators to build marketing channels. It also puts forward a new idea and scheme for the construction and optimization of marketing channels in mobile communication industry.