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New competitive landscape Hubei Mobile Marketing Channel Development

Author: XieGuiHua
Tutor: JingFengJie
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: New competitive landscape Marketing Marketing channels Centralized management
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 60
Quote: 1
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Abstract


With the new generation of industry restructuring and the issuance of licenses , communications market competition will become increasingly fierce. The impact of new network technologies , regulatory policy adjustments and a series of opportunities and challenges. In this context , how to make their own conditions and environment to adapt to continuously train and build the core competitive advantage and maintain long-term sustainable development ? From a marketing perspective, who have channels world , in general, different mobile services , has a different target market, then the requirements of the marketing channels will vary. On the whole , with the technology evolution and industry competition pattern of gradual adjustment , which are made ??in Hubei higher mobile channels and more urgent requirements. In this paper, Hubei, China Mobile Communications Group Co., Ltd. as the main research object, first described its research background and significance . Secondly, the introduction of domestic and international communications industry marketing channels , analyzes the competitive landscape of the new requirements under the request for the channel system , drawing on experience in domestic and international carriers and full-service channel development adaptation of the channel based on the requirements , the use of methods such as PEST and SWOT analysis of the company's marketing channels in Hubei situation and the main problems . Finally, the main problem , combined with the actual situation of the company , in accordance with the general idea of ??centralized operations to marketing, centralized management of the foundation, through the channel structure , its own channel efficiency, social channels to control, electronic channels to enhance other aspects of the new competitive landscape environment channel development put forward a practical implementation plan recommendations.

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