China Unicom the proxy channel construction of a number of principles.docVIP

 PAGE \* MERGEFORMAT 5 China Unicom the proxy channel construction of a number of principles In the traditional marketing mix 4P (PRODUCT, PRICE, PLACE, PROMOTIONS), the channel or path, the path (PLACE) play the role of other 3P play a decisive role in the value chain from the enterprise perspective, marketing channels is also enterprises to create competitive advantages and core competitiveness, one aspect is the so-called ‘the world to those who have channels’. Interchange system for marketing channels now have several levels: the main channel sales agents, business offices is to serve the main channel, large customer centers and direct sales force is aimed at specific target groups of auxiliary channels. In the current market competition, China Unicom to compete with the mobile company’s channel focus is on this level agents, who can provide a better service for agents and incentives, who will be able to obtain a greater loyalty to agents and thus in the market the upper hand in battle. Therefore, we believe in the agent channel planning, construction and integration must follow the following principles can be in marketing channels, this level is not lost on even beyond the competitors. First, the principle of smooth: smooth channels is an important guarantee for commodities, as a connecting link between businesses and consumers, channels to play the role of adequate and effective, as measured by whether it is the channel order, unimpeded, in the business and users successfully build a bridge. To ensure an unimpeded channel agents, on the one hand the need for agents channels overall design and planning, from the enterprise in which the needs of development and agents of business location, economic strength and reputation and overall consideration, on the other channels must have a a strong ability to respond to information can be a two-way flow of timely and effective manner. 2, controllability principle: Agents is an independent economic entity, they