Research On The Optimization Of Government-enterprise Customers’ Marketing Channel Of CZ Unicom Company

Owing to its high profit margin,large market share and large business demand,governmententerprise customers have become the key targets for major telecom operators to carry out business transformation,and are the important fulcrum for them to seize the development opportunities,maintain continuous income growth and improve market competitiveness.In the face of strong competitors,China Unicom does not have sufficient competitive advantages in the development of its government-enterprise business.In order to obtain a larger market share of governmententerprise customers,optimize existing marketing channels,innovate marketing models and management methods should become an important breakthrough in China Unicom’s market development of government-enterprise customers.Therefore,the paper takes China Unicom CZ Branch(hereinafter referred to as CZ Unicom)as the object,takes the government-enterprise customer market as the entry point,analyzes the current situation and problems of the channel by using literature analysis,case study and interview methods,finds out the causes of the problems,and tries to put forward targeted optimization strategies and implementation guarantee measures,in order to help China Unicom’s sustainable and high-quality development in the future.First of all,CZ Unicom is faced with the urgency and necessity originated from the internal and external environment of optimizaing the government-enterprise customer channels.In terms of the external environment,the emphasis on the development of digital economy at the political,economic,social,cultural and technological levels and the emphasis on the digital transformation and upgrading of enterprises provide the macro guidance and reform direction for the optimization of the marketing channels of CZ Unicom’s government-enterprise customers.At the same time,the internal competitiveness of the industry,the bargaining power of suppliers,the bargaining power of customers,the threat of substitute products,the threat of new entrants and other industrial environments also urge CZ Unicom to optimize and adjust the marketing channels of the government-enterprise market.As to the internal management,CZ Unicom has formulated a comprehensive vitality optimization plan for grass-roots responsibility units,optimized the government-enterprise grid,and achieved the comprehensive qualification of target customers.How to improve the enthusiasm and efficiency of channel marketing is worthy of CZ Unicom’s in-depth consideration.Secondly,CZ Unicom has the following problems in its marketing channels for government and enterprise customers: the type of marketing channels is single,and there is a serious shortage of customer managers;the linkage between various marketing channels is insufficient,and the coordination between the front and rear ends of the channel is weak;the quality of marketing channels is uneven,and the business development ability needs to be strengthened;marking channels for government and enterprise customers have low enthusiasm and lack of awareness of active service.The reasons can be summed up in four points: the structure of marketing channels is not very reasonable;the marketing channel relationship lacks effective management;the marketing channel has not learned enough from the new market;the evaluation system of marketing channels is not perfect.Finally,in view of the existing problems and causes of the above channel development,the paper further proposes several optimization strategies and safeguard measures for CZ Unicom’s government and enterprise customers.First,optimize the organizational structure of government-enterprise marketing channels,adjust the functional structure of government-enterprise lines,and introduce cooperative social channels.The second is to establish an internal and external collaborative channel system for government-enterprise customers,establish a multi-channel collaborative operation system,optimize the structure of the direct sales team,and build an operation support system for government and enterprise businesses.The third is to strengthen the ability of digital transformation of channel operation,empower the efficiency of channel digital management,strengthen the training of channel digital marketing,and improve the ability of channel digital operation.Fourth,improve the evaluation system of the marketing channels of the government-enterprise line,improve the evaluation incentive scheme,and optimize the evaluation system.In order to further promote the optimization of marketing channels,there is a need to do a good job in five aspects: clearly distinguish the specific responsibilities of the channels;stimulate the vitality of grass-roots units;continue to improve the marketing quality and efficiency;clarify the personnel employment specification;implement the strategy of strengthening the enterprise with talents.