Research On Marketing Channel Strategy Of L Company In 4G Era

The era of 4G,the operator of the traditional voice,SMS business into a stable period or even decline,traffic demand was explosive growth,4G wireless network,mobile terminal homogenization of serious,the operator is the most important means of marketing is the marketing channel competition,Development and management.L company as a branch of China Unicom in Wuhan,I hope that through its marketing channel research,find practical and adapt to the characteristics of 4G marketing strategy for the L company to expand market share,catch up with competitors to provide a certain value reference.Based on the background of Wuhan communication market,this paper analyzes the marketing channel environment of L Company in a comprehensive and in-depth way by using theoretical research method and data statistic method,and analyzes the main problems in the structure and operation management of marketing channel with the analysis of self and competitor,One is the lack of adequate channels and layout is unreasonable,the second is the lack of channel performance.On the basis of this,put forward the marketing strategy of 4G era channels: First,to market segments,combined with regional characteristics of targeted construction channels,so that the channel size doubled;Second,insist on self-made room bigger and stronger and scale,Quality improvement and sales team to cultivate two dimensions to strengthen the strength of self-management hall;Third,social channels should adhere to the development of efficiency,strengthen the experience of marketing and basic services to the development of high-end oriented development structure,both quality;The smooth implementation of the strategy,to carry out shop-seeking mechanism,continuous optimization channel flat and strengthen the application of information technology,in-depth mining company's internal potential to boost the channel development.This article will help to improve the L company's channel construction and operation and management system,establish a reasonable channel management model to effectively coordinate all kinds of marketing channels to mobilize the enthusiasm of employees to play a first-line potential,driven by the scale from the scale to the development of quality and high-Effectively avoid high-cost low-income,so that market share and business efficiency of the double upgrade.