Content area
Abstract
Translation from original language as provided by author
The period of communication operation is started with the reorganization of the telecommunications industry in 2008. The competition among social distribution channel becomes increasingly fierce. In the new market situation, how can communication operations adapt to the times of the competitive situation and control the marketing channels initiatively, become an important issue. This paper uses research, interviews, and a combination of qualitative and quantitative research methods. The thesis is analyzed from the company profile, history of distribution channel to start, and outlined the chain channel and the basic situation of the individual channel on the market for a more in-depth analysis. On this basis, the research is currently proposed the five aspects of social distribution channel management in Dongguan mobile, including the lag of strategy design of social distribution channel, the part of vulnerability exists in management control process, the target-trend of channel manager team construction, the weak link of data services and terminal sales and the channel service to be improved. Based on in-depth research on distribution channel, Dongguan mobile social management is analyzed, including the whole idea, six regional comparison and the management of distribution channel in different markets.At last, after this study, for the problem which Dongguan mobile social distribution channel management is facing, this paper presents a clear positioning strategy and cross interface resources in strategy design. It includes: (1)Positioning the strategy and design for integration of cross resources;(2)Improving channel management system by chain system, exclusive operation and balance development;(3)Optimizing channel management team and the evaluation system;(4)By long-term development, optimizing the data services and terminal sales; (5)Elevating the complains, scientific support of promotion and the precision support in social distribution
