Research On Entity Channel Efficiency Improvement Of Communication Operator S Company

Telecommunication company S has always been a leader in the province's industry,and the channels are its advantage.However,in recent years,the gaps in communication technology has been gradually narrowed,emerging businesses have emerged in an endless stream,customer consumption behavior has continued to change,and rivals have made the market competition more severe through differentiated channel strategies.The function and structure of the channel are no longer satisfying the status quo,and efficiency improvement is urgently needed.This article begins from the status quo and the process of channel development of Telecommunication company S,and originates from the marketing channel management theory,with the help of channel design,control and evaluation theory,and online electronic channel expansion strategy,and uses theory combined with empirical research methods to analyze channels.The deficiencies of the channel include data collection through questionnaire surveys,data insights using chart analysis,and finally,use of these data to help formulate channel efficiency improvement strategies.Firstly,combining the external and internal environment and elaborating on the problems exposed by channel operations,it introduces the basic situation of S company.Secondly,we researched these issues,combined with the research data,and further proved the problems that occurred.These issues involve channel positioning to be improved,channel value to be improved,power channel efficiency to be improved,new channels to expand slowly,and channel control is not strong.Weak channel services,low channel sales execution efficiency,insufficient tool support,complicated channel remuneration rules,long settlement cycles,and incentives to be perfected.In summary,there are four types of channel layout,standardization,sales,and incentives problem.Finally,around these issues,a channel efficiency improvement strategy was formulated,including optimizing channel layout through channel type positioning,channel effectiveness evaluation,channel gridding;through introducing exit consistency,unified assessment management,unified organization guarantee,and strengthen service quality to establish channel standards;strengthen channel sales through centralized marketing execution and marketing tool empowerment;improve channel incentives by simplifying remuneration rules,improving remuneration cycles,and enriching incentive mechanisms;in order to improve the omni-channel operation system including the business hall,it has also formulated the efficiency enhancement of electronic channels and new channels.With the implementation of the policies such as speed increase and Mobile number portability(switching service carriers without changing phone numbers),it has brought certain pressure to carriers.At the same time,the unveiling of the 5G era will bring huge benefits to the communication market.Marketing channels are the most important for telecommunications.There are many problems with important marketing channels.This research will help provide a reference for the company to implement channel efficiency improvement and ultimately continue the industry advantage.