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Chongqing Unicom Fixed-line Marketing Channels of Public Users

Author: LiuYa
Tutor: LinQiNing
School: Beijing University of Posts and Telecommunications
Course: Business Administration
Keywords: Chongqing Unicom fixed-line public users investigate
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 12
Quote: 0
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Abstract


This theoretical basis of marketing channels, trying to the public through the marketing channels of Chongqing Unicom to fixed-depth and comprehensive study on building a competitive channel transformation strategy。First, from an empirical perspective on the development of Chongqing Unicom history and current status of the channels are analyzed, summarized the Chongqing Unicom channels the main problems, and the cause of the problem is analyzed; Then, from the economy, technology, market competition and so focuses on the challenges facing Chongqing Unicom analysis; the same time, the paper also for other operators a brief analysis of channel strategy。Based on the analysis presented in Chongqing Unicom to maintain a sustainable competitive advantage should be taken to channel the development of ideas and specific measures in transition:Broadband for the core products to meet customer needs as the center, build to its own operating room, and convenience channels, multi-level entity at the core of the regional coverage channel, so channel coverage of different types of users, expand the scope of services, reduce service blind spot; The physical channels through information sharing and online business, call centers, the organic integration of electronic channels; The construction of the self-control channel as an opportunity to drive through the channel of adjustment policies and effective social transformation of distribution channels; Service fee as a lever to strengthen the network for users to use various channels to control, reduce distribution costs, improve channel efficiency。

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