Optimization Researchon Performance Evaluation Systemfor Entity Channelof China Telecom LZ Branch

The communication industry is a fundamental industry related to the national economy and the people’s livelihood.For a long time,based on the continuous changes in customer consumption behavior and the endless emergence of various new businesses,the communication industry has derived a variety of marketing channel types: first,direct sales channels,mainly referring to the channels directly responsible for the sales of products or services,including direct sales channels for customers in the party,government,and military industries(including government,enterprise,customer managers,etc.),And direct sales channels facing the public market(grid direct sales agents,etc.);The second is physical channels,mainly including telecommunications and social cooperation franchised stores that mainly provide operator services as their main business scope,as well as open channels that mainly engage in other businesses and concurrently provide operator services(including off-site channels,etc.);The third is electronic channels,mainly referring to operators’ own online business halls,various types of APP handheld business halls,etc.As an important component of the channel system of operators,physical channels play an indispensable role in the implementation of channel functions such as marketing,sales,and services.The channel management strategies of operators directly affect the efficiency of enterprise operations,the level of customer service,and their position in market competition.Physical channel performance is a reflection of the scientific,comprehensive,and objective operation of their systems.Optimizing the performance of physical channels can better exert the incentive effect on channels and stimulate their enthusiasm.This dissertation is based on relevant theories and takes LZ Company’s physical channels as the research object to explore the optimization of the company’s physical channel performance evaluation system.Firstly,this dissertation reviews the concepts and related theories of marketing channels,performance management,and channel performance evaluation;Secondly,taking LZ Telecom Company as an example,this dissertation defines the relevant concepts of the research object,analyzes the current status of the company’s physical channels,and uses statistical analysis to analyze the company’s current physical channel performance evaluation system and evaluation results.It is found that there are problems with performance indicators that are no longer suitable for the current market environment,there are many key tasks of performance indicators that are difficult to fully quantify,and lack of communication greatly reduces channel enthusiasm.Aiming at the existing problems,this article constructs a new performance evaluation system based on the principles of combining scientific and practical,quantitative and qualitative indicators,and dynamic and static characteristics,combined with the actual development of LZ Company.Finally,through a comparative analysis of the new performance evaluation system of LZ Company’s physical channels and the current evaluation system,management suggestions for optimizing the performance evaluation system,reasonably adjusting the plan issuance mode,unifying the channel introduction and exit mechanism,and reasonably allocating policies and resources were proposed for the company.It is hoped that this study can provide a reference for LZ Company to improve channel efficiency and achieve high-quality development,and also hope to have a positive impact on the channel performance evaluation work of other communication operators.