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1、-------AbstractAstheeternalthemeofmarketingtheory,themarketingchannelswereresearched
byalargenumberofscholarsathomeandabroad.Inthecommunicationsindustry,
marketingchannelalsoplaysanimportantroleinpromotingthehigh-speed
developmentoftraditionaloperators.Alongwiththetelecommunicationmarke
2、tinto
theeraoffull-serviceoperations,astheforefrontofthecorporatemarketexpansion,
marketingchannelswithbusinessdevelopmentandmarketinformationcollection,user
informationfeedback,isstillthemainforceofmajormarket’sdevelopment.Therefore,
theurgentsubjecttoberesearchedishowtoadapttothechang
3、esofcircumstanceand
continueenhancingthecorecompetitiveness,consolidatingtheexistingadvantagesof
traditionaloperators’achievements.ThispapertakesNanchangbranchofChinaMobileCommunicationCorporation
(NCCMCC)asaresearchobject,takingadvantageofyearsoffirst-linemarketing
experience,combinedw
4、ithlocalsituationandcomparedwithNanchangTelecom,
NanchangUnicom,virtualoperatorsmarketingchannels.Throughsearching
documents,thewriterusedthetheoryknowledgeofmarketingchannel,andSWOT
analysis.InvestigationandAnalysisonthepresentdevelopingsituationofNCCMCC
marketingchannel.Concludingthep
5、roblemsandshortcomingsofNCCMCC
marketingchannelsystem,itismainlyreflectedinsixaspects:unreasonabledesign
ofstructure,lesssupportservices,lackingoftheincentivemechanismwhichis
effective,decliningofcontrollingforce,exacerbatingtheconflictofmarketing
channel,slowdevelopmentoftheelectronicp
6、latform.FacingtheproblemsandshortcomingsofNCCMCCmarketingchannels,the
writeranalysisthereasonsoftheproblem,andonthisbasisputsforwardthesuitable
marketingchanneldevelopmentofmarketingchannelstrategyinNanchangarea,and
clearsobjectivesandpositioningofmarketingchannelofNCCMCC.Thispaper
prov
7、idethemarketingchanneloptimizationstrategyincluding:Thefirst,accordingto
theuserdemand,optimizingstructureandconfiguringframe;Thesecond,optimizing
supportservicesandtheinternalmanagementprocesses,improvingservicecapacityof
themanagementpersonnel;Thethird,optimizingevaluationand
