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A Modeling Research on the Evolution of Marketing Channel Systems of China’s Mobile Operators

Author: ZhengYue
Tutor: ShuHuaYing
School: Beijing University of Posts and Telecommunications
Course: Management Science and Engineering
Keywords: Mobile Operator Marketing Channel Evolvement Mechanism System Dynamic Simulation and Control
CLC: F626
Type: Master's thesis
Year: 2009
Downloads: 203
Quote: 0
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With the development of China’s mobile market, mobile users have been increasing at an astonishing pace. As the first interface contacting with the users, mobile operator’s marketing channels, which are accompanied by the development of the mobile industry, have the potential to flourish. A marketing channel system of mobile operator has been formed. In the internal of marketing channels system, all channel members are affected by such factors as benefit, dependency, channel power level, property rights of channels. And the channel members influence the entire channel system by several palpable factors, such as level of service, profitability. In the external of the channel system, the driving forces from market competition, benefit temptation from other mobile operators as well as the need change of marketing channel from the users and other aspects have also worked on evolution process of the marketing channel. In the effect of internal and external factors, marketing channel system so that keep in evolving. As the development and evolvement of marketing channel system, the channel management work will face more complex circumstances, and it requests a higher level of channel management. But in the management practice, enterprise lacks research and experience in the relative aspect. Mobile operator needs an all-around and scientific understanding on the channel development and evolvement mechanism. Therefore, the paper aim to study the influencing factors of the marketing channel development and evolution, and through the system dynamics methodology to build models of all relevant factors, then make some analysis based on the simulation and controlling. Finally, some constructive management suggestions are concluded and analyzed to promote mobile operator’s channel management work.The main tasks of this paper include three aspects, which are shown as follow:1. The article collects and summarizes the authority theoretic and literature in the fields of marketing channels, organization evolvement. Then the paper applies the theories on the research of the marketing channels evolution. And it described the formation course of mobile operators marketing channel system and influencing factors.2. The article adopts System Dynamics methodology to build a model of China’s mobile operators marketing channel system. Then it makes analysis of the causal relationship between variables and the interaction among the sub-systems, and establishes couples of "flow level-flow rate". In additional, the article makes some static analysis based on the model.3. The article takes Xiangtan Mobile Corporation as the object for dynamic simulation. Through controlling and analyzing major variables and parameters, it comes to some conclusions about the system mechanisms. Based on these conclusions, the article put forward to some constructive suggestions for the enterprise’s channel management work.

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