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Research on Shandong of Shenxian Mobile Communication Company Marketing Channel Construction

Author: LiZiChen
Tutor: ZhangYuMing
School: Shandong University
Course: Business Administration
Keywords: communication marketing channel marketing channel management
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 42
Quote: 0
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Abstract


In recent years, telecommunications operators have been widely recognized the importance of marketing channels construction and management to company which has also become a hot topic. Facing to the rapidly changing markets and explosive competition, as a carrier between consumers and products, marketing channels have also being an important means and long-term strategy to increase the company’ competence strength. Researching and analyzing the mobile marketing channels of foreign and local, this paper adopting the theory of marketing channels analyzed external environment and the existing problems in mobile marketing channels model in Shenxian mobile company and so on. On this basis the construction and management of marketing channels in Shenxian mobile company were discussed.However, Shenxian mobile communications marketing channel exists some problems, such as the channels’ distribution is unreasonable and the service isn’t good enough etc., in order to improve Shenxian mobile communications marketing channel’ core competence, it is imperative needed to further strengthen the architecture and management of marketing channels. The authors put forward a new mobile communications Shenxian branch marketing channel construction scheme and suggestion. Papers from the channel to apply for entry and exit for the regulation of the process, the control room, and graded management of rural marketing channel development of territorial management, social agency marketing channels are presented from control and drive two respects to maintain their loyalty, strengthen the marketing personnel mount guard management and the establishment of channel management analysis system and channel management control research, put forward the improvement measures.In this paper the authors to address at the Shenxian channel existent main problem, put forward in the standard channel construction system, process, layout, construction project, and analysis of the low efficiency caused by the channel produces a deeper reason. In view of this situation the author puts forward a deeper channel construction work transformation scheme, namely the company in strengthening the standardized system, reasonable layout of channel construction work, also must guide the agent channel marketing and service aspects of transition, the implementation of strategy implementation work along both lines channels before breakthrough and promotion, establish control of powerful, excellent efficiency, sustainable development the new channels system, and through the first half of the year to the promotion and data analysis, the achieved good benefit and effect. This is in Shenxian mobile communication company marketing channel construction project in the implementation process, another innovation point.

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CLC: > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management
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