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In3G era of full-service, the marketing channel is one of the main battlefield of the telecom operators. After the restructuring of telecom industry and the issuance of3G licenses, telecom operators began to compete hard for channel resources. Moreover, customer demand of high quality service is increasing. They want service convenient, timely, and uninterrupted. Popular products is turning into a small minority, the long tail phenomenon of information business is obvious. The customer’s independent consciousness strengthens unceasingly, request channel to provide interactive, interactive, experiential service. Sales agents will tilt to the electronic channel integration, achieve sales change from a single product to product portfolio through interactive, experiential way. All this suggests that carriers’ channels are facing with unprecedented challenge. All of channel strategy, channel planning and patterns, channel functional orientation, channel management model will undergo profound changes. As the core of marketing management, channels are carrying the dual responsibility of marketing and service. How to carry on the scientific management of channels, enhance channel sales and service force, has become an important issue of mobile operators to be solved.This paper first elaborates the research results of domestic and foreign experts and scholars, including STP marketing theory, marketing theory "4X" evolution, integrated marketing communication theory of IMC, by the methods of literature review, data analysis, case analysis, discussion and investigation method. This paper also carries out the In-depth investigation research and problem analysis of the operation and management of Gaogang mobile channels, market competition situation, the main problems, combined with the status of channel operations management, and proposes solutions to those problems and countermeasures.This paper is described in six parts:the first part is the introduction section introducing the significance, research background, clearing the research methods and basic ideas; the second part reviews the domestic and external theory and point of view in marketing and channel research; the third and fourth part analyse the present situation of Gaogang channel operation and existing problems; the fifth part elaborates the drive change of channel management under the new situation; the sixth part discusses the new system of channel management, through the channel function, peration management system, remuneration system, hierarchical management, social channel monitoring and early warning, the new channel management, collaborative marketing and other aspects, summarizes the view of the channel operations management research under the new situation.
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