China Unicom, the entire business operations era explore innovative models of physical channels
|School||Beijing University of Posts and Telecommunications|
|Keywords||China-Unicom Competitive Analysis Marketing channel Strategy convenience sales and services channels Grid-based marketing model Telemarketing E-commerce platform|
Based on the current telecommunications market environment, its competitive situation and China Unicom’s operation model, this paper suggests it necessary and urgent for China Unicom to develop sales and services channels innovatively. According to China Unicorn’s own characteristics, as well as already-launched grid-based marketing model, this paper presents a developing model for convenience sales and services channels based on community convenience store, and elaborates the developing stage and industrial architecture. This system, which combines the advantages of telemarketing and electronic channels, achieves to extend the scale of distribution channels, reduce the channel cost, expand the advertising effect, increase customer resource accumulation, and improve customer service levels. Finally, the paper briefly describes the current convenience channel system in practical application.