Abstract
As the 3G era, China Telecom as a late entrant to the mobile market, how to rely
on advantages of fixed resources, intense competition in the market to achieve the scale
of the development of mobile services, China Telecom, one each in consideration of the
issue. As one of the most important marketing channel resources become the focus of
attention.
This paper briefly describes the basic concepts of marketing channels, marketing
channels and an overview of theoretical development is very important in business
management analysis tools - SWOT analysis to ZP careful analysis of the
telecommunications branch of the local communications industry background, market
conditions, competitors, channel construction of the status quo, ZP telecommunications
own channel status and problems of construction, and then use the SWOT analysis, the
social channels of telecommunications construction ZP strengths, weaknesses,
opportunities and risks for the analysis, channel development and management of social
ideas.
This paper is divided into three parts, the first is to study the background and basic
theory of meaning introduced, respectively, in Chapters 1 and 2 are described. The
second part of the communications industry ZP local market conditions, competitors,
channel construction status, ZP telecommunications channel construction explained the
status and issues, as Chapter III. The third part of the channel, respectively, from the
social planning, access mechanism, channel management community, the community
channel training, IT systems support, performance improvement guidelines, conflict
resolution and other aspects described ZP telecommunications channel construction and
management of social ideas and measures.
Keyword：Marketing channels, Social channels, mobile communications
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