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1、AbstractAstheeternalthemeofmarketingtheory,themarketingchannelswereresearchedbyalargenumberofscholarsathomeandabroad.Inthecommunicationsindustry,marketingchannelalsoplaysanimportantroleinpromotingthehigh-speeddevelopmentoftraditionaloperators.Alongwiththetelecommunicationmarketi
2、ntotheeraoffull-serviceoperations,astheforefrontofthecorporatemarketexpansion,marketingchannelswithbusinessdevelopmentandmarketinformationcollection,userinformationfeedback,isstillthemainforceofmajormarket’sdevelopment.Therefore,theurgentsubjecttoberesearchedishowtoadapttothecha
3、ngesofcircumstanceandcontinueenhancingthecorecompetitiveness,consolidatingtheexistingadvantagesoftraditionaloperators’achievements.ThispapertakesNanchangbranchofChinaMobileCommunicationCorporation(NCCMCC)asaresearchobject,takingadvantageofyearsoffirst-linemarketingexperience,com
4、binedwithlocalsituationandcomparedwithNanchangTelecom,NanchangUnicom,virtualoperatorsmarketingchannels.Throughsearchingdocuments,thewriterusedthetheoryknowledgeofmarketingchannel,andSWOTanalysis.InvestigationandAnalysisonthepresentdevelopingsituationofNCCMCCmarketingchannel.Conc
5、ludingtheproblemsandshortcomingsofNCCMCCmarketingchannelsystem,itismainlyreflectedinsixaspects:unreasonabledesignofstructure,lesssupportservices,lackingoftheincentivemechanismwhichiseffective,decliningofcontrollingforce,exacerbatingtheconflictofmarketingchannel,slowdevelopmentof
6、theelectronicplatform.FacingtheproblemsandshortcomingsofNCCMCCmarketingchannels,thewriteranalysisthereasonsoftheproblem,andonthisbasisputsforwardthesuitablemarketingchanneldevelopmentofmarketingchannelstrategyinNanchangarea,andclearsobjectivesandpositioningofmarketingchannelofNC
7、CMCC.Thispaperprovidethemarketingchanneloptimizationstrategyincluding:Thefirst,accordingtotheuserdemand,optimizingstructureandconfiguringframe;Thesecond,optimizingsupportservicesandtheinternalmanagementprocesses,improvingservicecapacityofthemanagementpersonnel;Thethird,optimizin
8、gevaluationandincentivemechanism,enhancingtheen
