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In October 2008, China Telecom purchased China Unicom’s CDMA business and network, this marks China Telecom became full-service operator including the fixed line, Internet access service and mobile communication services.After several years of operation and development, the users’number of Jinzhou telecom increased obviously, the business income is growing rapidly. However, with the rapid development of business, Jinzhou Telecom channels have also exposed many problems. Optimization of marketing channels is particularly important. Channel is the strategic resources to guarantee the enterprise’s sustainable development. Facing intense competition, Jinzhou Telecom should fully strengthen business, sales, support, service work. And the key factor is sales channel. The one who has efficient channel, will be able to strike first and gain the initiative in order to win the market. Therefore it is necessary to analyze Jinzhou telecom’s channel conditions comprehensively, according to the characteristics of Jinzhou City telecommunication market and current business development and market competition trend .So we can improve Jinzhou Telecom’s ability of marketing channel and marketing services , strengthen our channel power.This article is according to the actual conditions, analyzes Jinzhou Telecom’s marketing environment and competition pattern. Based on the current status of Jinzhou Telecom’s channels, it optimizes marketing channels, to get more rational distribution channels, more effective support, refinement of channel management, and improvement of direct sales channels and electronic channels, so various channels will combine to form a marketing force.The structure is arranged as follows: the introduction part introduces the study background, significance, research content and structure. The second part summarizes the specific characteristic of telecom marketing channels, expounds the general theory of marketing channels, introduces telecommunications marketing channel morphology and Rolland Berg. Channel optimization of triangle model. The third part analyzes the Jinzhou telecom marketing channel development present situation, problems and causes in-depth. The fourth part analyzes the Jinzhou telecom marketing channels competition environment, put forward Jinzhou telecom marketing channel optimization goal and optimization principles, channel optimization strategy, as well as channels optimization measures. The fifth part describes the marketing channel optimization strategy and specific measures of China telecom Jinzhou branch. Through the optimization of channel structure, channel marketing, channel services, and channel incentives and control, we will improve the overall channel management system, and thus enhance the core competitiveness of our enterprise.
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