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China Unicom HN Province Branch Marketing Channel Performance Evaluation and Promotion

Author: JiangHong
Tutor: YangWeiWen
School: Central South University
Course: Business Administration
Keywords: Telecom operators Marketing channels Performance Evaluation Evaluation index Weight
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 57
Quote: 0
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Abstract


The telecom industry restructuring in 2008 marked that our telecom enterprises had stepped into the period of the full-time business operation. As one of the carrier factors of the enterprises’core competitive ability, marketing channel has become the forceful tool by which the telecom enterprises retain the old customers and contend for the new customers.This study analyzes the current situation of the marketing channel’s performance of China Unicom HN provincial branch, based on the expounding of those theories, like the theory of the marketing channel, the evaluation of the marketing channel’s performance theory and the performance evaluation theory of the telecom enterprise’s marketing channel. Besides, this study makes a comprehensive, scientific and objective evaluation on the performance of the telecom enterprise’s marketing channel by applying Delphi method, AHP and fuzzy comprehensive evaluation methods, through comprehensive considering the characteristics of the telecom enterprise’s marketing channel. This study also constructs the index system for the performance evaluation of China Unicom HN provincial branch’s overall marketing channel & performance evaluation system of entity, direct marketing and electronic, these three types of marketing channels.According to the data analysis, several proposals were offered on the marketing channel performance of China Unicom Hunan Co., Ltd, such as:establishing strategic marketing channels and implementing differentiation distribution strategies, deepening the layout of the marketing channel and terminal to promote the sustainable development power of the marketing channel, enhancing the channel’s tension and avoiding over-promotion, and strengthening the construction of the core channels for improving the marketing efficacy of single hall.

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