Research On The Diagnosis And Optimization Design Of Marketing Channel Of A Mobile Company

In the information age,with the rapid development of Internet technology and industry,online shopping malls can more easily display and sell the common services of operators to customers.The profit model and profitability of operators' offline channels have been greatly impacted.In 2014,the basic telecommunication price was completely liberalized,and the telecommunication market formed a three-legged pattern of full-service marketing.Competition became increasingly fierce.Under such a background,the performance of marketing channels is crucial to the overall performance of operators.Although telecom operators pay more attention to the management of marketing channels from the beginning to the end,their complex system structure and bureaucratic management system lead to such problems as the disconnection between marketing and marketing planning,the outdated management system,the rapid expansion of the index system and the decline of the efficiency and loyalty of marketing channels.In view of these reasons,the three major operators have put forward the idea of flat management,gradually decentralized to first-line institutions,and some provincial and municipal telecommunications companies have carried out thorough personnel reform.How to establish a management system suitable for the local market and the specific situation of enterprises is the key point of the management of the branch structure of telecommunication operators.This paper is based on related academic research,to propose,analyze and solve problems,analysis the problems of marketing channel of Acity mobile company,and then give the optimization plan.This paper first introduces related academic research at home and abroad,and then analysis the current marketing channel problems through investigation,proposes a reasonable and effective solution:implement flat management,rewrite job functions,optimize the human resources system and management system,to achieve customer-oriented marketing system.Thispaperbased on the actual situation of the enterprise,theflat management ofmarketingchannelwillimprove the company performance.The research results of this paper can provide references for the optimization of marketing channels of brother companies and have certain enlightening effect.