Research On Vertical Management Strategy Of Channel Management Of China Mobile Group Guangxi Company

China Mobile Group Guangxi Company Limited(hereinafter referred to as Guangxi mobile)has been developed for nearly twenty years,and has become the largest telecom operator in Guangxi with the largest market scale,revenue and profit.Accordingly,as an important hand in marketing,Guangxi has a wide range of mobile channels,widely distributed in the city,and to the countryside.The efficiency and cost of channel management and management have a significant impact on the company.In recent years,with the slow development of communication industry and intensified competition from other industries,the pressure of cost effectiveness of Guangxi Mobile has increased rapidly,and competitive advantage has been seriously challenged.However,there are many problems in Guangxi mobile channel management,such as fragmented functions,scattered operation and too long levels.Specialization,intensive operation and automation operation capacity are insufficient,which has affected marketing efficiency and wasted manpower cost.Therefore,it is the important purpose and significance of this study to adjust the management mode of Guangxi's mobile channel so as to reduce the efficiency and adapt to the needs of the future market.This paper adopts the method of combining theoretical research and practice research to study the new strategy of Guangxi mobile channel management.Based on the relevant literature and theory research,this paper draws on the flat channels of domestic and foreign excellent communication operators of vertical management development experience,through the analysis of the value chain,PEST,Michael Burton's five forces model and other methods to survey methods to collect data,using qualitative and quantitative research and analysis,summarize the experience law.Summarizes the disadvantages of scale advantage and efficiency of Guangxi mobile channel management has the information development opportunities,facing the pressure and challenge of national policy.Then,through the analysis of SWOT matrix,it is concluded that vertical management strategy should be adopted in Guangxi mobile channel,and the key success factors and indicators that need to be achieved in the vertical management strategy should be pointed out by using the balanced scorecard.Finally,specific implementation measures are put forward.Vertical strategy of channel starting from the flat organization,evaluation matrix,centralized management,process standardization,intelligent system etc.,construct the intelligent channel direct line,coordinated operations vertical management system,improve the utilization efficiency of channel management efficiency and cost.The active use of large data capacity,Guangxi mobile electronic channels system,"big system" management features and trends,directly carry out multi-channel collaborative operations management,in line with the actual capacity of Guangxi mobile and the future direction of development,is expected to have a strong implementation.The research project of induction channel management connotation,channel vertical management connotation,channel management strategic decision selection method will also be on the communications operators,and even from strong entity channels to large enterprises multi channel synergies,provides channel management need,how to carry out the implementation of vertical set in the reference.