Research On Marketing Channel Strategy Of Ningxia Mobile Under The Background Of Full-service Operation

With the MIIT issued 4G licenses to three basic telecom operators and canceled the asymmetric policy control,communications operators have entered the era of full-service operation,the Chinese telecommunications market competition has become increasingly fierce,and Mobile Internet and Internet of things high the maturity and application of technology also make operators in the provision of services at the same time faced with the "pipeline" threat.Faced with fierce competition,operators in the bigger and better network capacity at the same time will be marketing channels as an important part of the core competitiveness of enterprises,put forward the "channel is king" business philosophy.China Mobile Communications Corporation,as a late participant in the fixed-line market,lacks experience in full-service operations,especially the existing marketing channel system is not perfect,urgent need to upgrade the channel capacity.In this paper,Ningxia Mobile marketing channels as the object of study,full-service operation for the study of perspective to the sales channel theory as a research based on a comprehensive analysis of the current situation in Ningxia Mobile marketing channels,analyzed and pointed Ningxia mobile marketing channels,channels in the structure,Efficiency,function and other aspects of the deficiencies,put forward the full-service operations environment Ningxia mobile company marketing channels development strategy.Based on the author’s work practice,this paper puts forward some practical improvement strategies for entity channel,direct channel and electronic channel from four aspects:target market,channel structure,operation mode and innovation mechanism.It is expected that these strategies will provide reference for Ningxia Mobile’s business development and channel management.