Research On Channel Strategy Of China Unicom Mobile Terminal

With the progress and development of society,especially the substantial economic development of our country,the infrastructure of telecom operators has been significantly improved.With the improvement of the improvement,new types of telecommunication service projects and services are constantly emerging.At the same time,the degree of diversification of mobile communication demands in the market is continuously increasing.Various channels are continuously developing innovative channel marketing methods through cooperation and interconnection.Therefore,telecom operators need to boldly explore Internet-based operations,seize opportunities for mixed changes,optimize mobile terminal marketing strategies,and continuously improve and tap potential user experiences.With the popularization of 4G smart terminals,new models such as 020,new retail,and Internet+ have gradually grown and expanded.China Unicom and other three major telecom operators have faced new challenges in the manipulation and operation of terminal sales channels.Based on this background,This article proposes that the challenges brought to China Unicom under the mixed reform background include the impact of changes in the external environment.Including the impact of changes in consumer behavior and market competition;the internal channel highlights the predicament,the traditional profit model of the entity channel no longer has advantages;e-commerce channel development is facing a bottleneck,the growth rate of growth in recent years has been declining year by year.The opportunities brought about by the mixed reform background include private equity participation,infrastructure construction and sharing,formation of a common market for infrastructure construction and sharing,and competition between business services;hand in hand on BAT and other industrial capitals,seizing the opportunities for mixed reform,seeking breakthroughs,and integrating Supply chain channel resources,creating a new retail model,thus forming a new channel of competitive advantage;cooperation in the field of big data technology,through the mixed data sharing between the cooperation between the parties to co-construction,short board complementarity,give full play to the advantages of all parties,Promote business development.At the same time,This article puts forward China Unicom's countermeasures based on market changes.One is the operation of channelized internet,including the four major aspects:marketization of internet,new business of flow convergence,e-commerce of government and enterprise channels,and upgrade of channel service capabilities..The second is the mobile terminal marketing strategy,which is analyzed in terms of products,stores,marketing,and innovation.In the end,This article proposes the transformation and innovation of China Unicom's physical channels,including physical channel sales and chained operations;online and offline collaborative operations,integrated operation;chained stores new business model;channel chain operation granting;store operation core capabilities Construction and management of channel cross-border cooperation.