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Through analysis of Sichuan Mobile Communication Company’s service marketing channels actuality, find the problems in the present marketing channels and look for the reasons that why the problems happened. Combining the national mobile competition environment, suggest the basic though of the service marketing channels innovation: the customer relationship management is guide, the customer satisfaction is the target, satisfying the mobile development’s needs, changing to the service marketing channels model from the selling marketing channels model, improving channels loyalty degree, enhancing channels’core competitiveness.According to the basic through of the service marketing channels innovation, thinking about the trend of the national mobile development and actuality of the mobile business operation supporting system, discuss the self-owned channel model, franchising model, cooperation channle model, specified distribution channel and one to one marketing channel, in addition, suggest how to implement them.Concerning for the customer groups served by various models and service measures, suggest the following solution. Firstly, the self-owned business hall, one to one marketing channel and 10086 hotline is core. Secondly, franchising store, band cooperation and post cooperation are main body. Thirdly, specified distribution store and its subsidiaries are main selling power. Fourthly, network business hall, self-help service system and phone-bundled distribution are new type service channels. Lastly, establish the multi-channels that the above-mentioned models exist together.Constructing the informative service marketing channels, utilizing the promoting and controlling methods, improving the efficiency of managing service marketing channels and the loyalty degree of social marketing channels, in a result, form the core competitiveness of Sichuan Mobile Communication Company.
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