Study On The Transformation Of Marketing Channel Of China Mobile Chengdu Taurus Branch

With the deepening of the reform of the national telecommunications industry in recent years and the rapid development of the mobile communications industry,the increasingly fierce competition in the communications market.Prior to this,due to long-term in the existing market in a monopoly position,China Mobile has not put more energy into the channel management links,the so-called channel management functions are only set up in the branch center unified management The However,with the further development of the mobile market and the evolution of the new competitive landscape,in the increasingly competitive end market,China Mobile's distribution channels are quietly experiencing the pain of transformation,this situation to promote and accelerate the mobile channel itself The pace of evolution.The Taurus Mobile Branch,which is discussed in this paper,has already formed a relatively mature management mode and process in the construction of social channels.However,in the current 4G environment,there are some social channel construction problems,such as the common Reflecting the service pressure,business management difficulties,the partners generally feel the marketing task indicators are relatively heavy,increasing operational difficulty,increased operating costs,partner profit margins in the decline,earnings continued to decline,the partners of the mobile company's channel management Way some views,channel relationship is not harmonious,channel conflict occurs,and so on,need to improve and upgrade.Based on this,this paper aims to study the channel transformation model of Taurus Mobile Branch on the basis of channel management theory,and then draw some practical experience and discuss the existing problems and solutions.Finally,these solutions will be applied in practical work.In this paper,the literature analysis,case analysis and other methods,the Taurus mobile branch marketing channel transformation issues were studied.Taurus mobile branch of the original social channels is better,but also produce a good development efficiency,but in the new situation,the Taurus mobile branch must change the previous economic interests,and strive to build a new type of cooperative win-win relationship,that is,Pay attention to build the terminal value system,optimize the classification of channel management,the establishment of "mobile phone sales" oriented store classification system.Specifically,the Taurus mobile branch to strengthen the market research and judgment,pay attention to fine implementation,strengthen communication,close contact,improve the management system,build information access,strengthen risk monitoring,comprehensive economic analysis and cooperation channel capacity,grasp its own channel construction speed,Appropriate delivery of service pressure,training cooperation channels of active service awareness,support high-quality cooperation channel resources,pressure and support simultaneously,timely and effective solution to channel conflicts,and create a harmonious atmosphere of cooperation and competition,closely monitor the competitors channel dynamics,Risk response plans,so that prepared,to enhance the basis of management,promote the harmonious development.Overall,the Taurus mobile branch in the face of social channel transformation,to strengthen the management pressure at the same time to give appropriate support to strengthen cooperation with the social channels of win-win situation,is the fundamental way out,but also win the key to future competition.