| With the deepening of the reform of China’s telecommunications system,especially the restructuring of operators,China’s telecommunications industry has formed a tripartite competitive pattern of China Mobile,China Telecom and China Unicom.The issuance of 4G license marks that China has officially entered the era of 4G.With the gradual popularization of all-Netcom mobile phones,the three major operators’ barriers have been broken and a new terminal channel structure has been opened.In this new market environment,how to further complete the channel structure design,cultivate,manage and seize high-quality channel resources,how to develop strengths and avoid weaknesses,precise positioning and fine management,and how to build a channel system in line with the market development trend,has become a major issue facing the three operators.Based on an in-depth analysis of the current situation of the channel system of an operator’s terminal company,combined with the current channel trend,this paper finds that there are some problems such as unreasonable channel structure,weak channel control and low carrying capacity of channel data business and terminal sales.On the basis of these problems,this paper analyses the characteristics of the whole network era and the opportunities and challenges for channel operation.The existing channel strategies of terminal companies put forward a compound channel system that can meet the needs of market development and maintain competitiveness.Under the background of Netcom,channel construction is facing the characteristics and requirements of shrinking industry sales and new retail transformation.This paper mainly carries on the detailed analysis to the existing channel pattern,proposes the optimization scheme,and explores the innovation channel pattern.By optimizing the channel structure,improving the operation ability of electronic channels,and establishing the integration channel system,the original channel mode is optimized.Through on-line and off-line mutual drainage support and other ways to open up the upstream and downstream supply chain,open a new retail channel model,and in-depth study of government,enterprises and rural channel model.Finally,through the cooperation case of "online order,offline distribution",this paper combs the process of new channel mode and completes the channel construction.It is hoped that this way will help operators in channel operation,terminal sales and other aspects of construction. |
