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Study on Optimization of Marketing Channels and Marketing Service Strategy for Guangxi Mobile Chongzuo Branch

Author: GaoHao
Tutor: XinZhanHong
School: Beijing University of Posts and Telecommunications
Course: Business Administration
Keywords: telecom industry reorganization distribution management marketing service regional marketing center
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 36
Quote: 0
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Abstract


"Win distribution to win the world," the marketing concept is widely recognized in various industries, and after the four-time reorgnizations in the telecoms market evolution, the domestic market has been changed greatly. The competition among the three main telecom companies has become increasingly intensive with homogeneity of products, which requires the competitors to strengthen the resources of marketing channels and optimize the control power. Thus, it is a key research question for Guangxi Mobile Chongzuo branch to consider how to establish special advantageous and sustainable developing competency through strengthening and optimizing the marketing channels, as well as improvement of marketing service.Therefore, this thesis takes the Guangxi Mobile Chongzuo branch as a case study, analyzing the current marketing channels in the present situation and actual problems, anatomizing the impact and influence after the reorganization of the telecoms industry in Guangxi Mobile Chongzuo branch. As the conservative channel management and services that leads the company lack of control power in marketing channels overall, and weakens the competitive advantages of Guangxi Mobile Chongzuo branch in the new environment relatively. In this background, the thesis analyzes current challenges and opportunities that Guangxi Mobile Chongzuo branch are facing through the SWTO methodology etc. With careful consideration on existing problems in current marketing channels and marketing service, the thesis proposes a model that will establish regional marketing centers according to administrative regional firstly, further focus on establishing key service branches by combining a variety of factors, including groups’ client, small branches. The thesis concludes the strategy of differential services to customers in the regional, and hopes that could help the development of marketing channels and perfection of service sales.

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