Gansu Unicom Group Customer Marketing Channel Optimization Research

With the advent of telecom operators and 4G era,the competition of telecom industry will be more intense.From the original customer passive choice operators and communication products to different customer groups customized products,test and challenge the market for operators is more severe,but the marketing channel has become the core competitiveness of telecom operators,for the stock of customers to maintain and retain and develop two times will become the key to the survival of telecom operators the group customer market is the focus of competition for operators.Stability and viscosity,easy binding characteristics such as industry depth customer group is high,that the group client market has become important battlefield operators to victory,how to group customers to provide personalized,high-quality,differentiated service,how close to group customer demand,tailored and group communication products,to achieve the depth bound,culture group customer loyalty has become the priority among priorities of operators to maintain customer and expand the business.This paper starts from the current situation of Gansu Unicom Group customer marketing channel construction and the influence factors,find out the short board and its causes.On this basis,the paper puts forward the specific construction goals and principles,and then carries out scientific and rational optimization and improvement of its channels.Mainly from the group customer direct sales channels,physical channels,electronic channels,three aspects of the proposed measures to improve the specific measures for the improvement of the corresponding safeguard measures.To ensure the smooth implementation of the measures and implementation.In this paper,the data analysis and research of Gansu Unicom in 2015-2016,through theoretical analysis,demonstration,analysis and research,find out the existing problems and shortcomings of Gansu Unicom Group customer marketing channels.According to the characteristics of group market products and services,consumer behavior analysis group combined with market demand oriented,improve the optimization of group customer market channels,to provide the auxiliary management tool is effective and practical for Gansu Unicom Group customer marketing channel management.