Details

Autor(en) / Beteiligte

• Dan, Jing Zhe

Titel

Research on china unicom's strategy of marketing channels for 3g development

Ort / Verlag

ProQuest Dissertations & Theses

Erscheinungsjahr

2010

Quelle

ProQuest Dissertations & Theses A&I

Beschreibungen/Notizen

• Translation from original language as provided by authorAs communications technology develops, the Chinese telecommunications industry reform has accelerated its paces. 3G has brought fundamental changes to the Chinese telecommunications industry, which impacts telecom operators greatly. 3G is a milestone for each telecommunications operators. As to China Unicom, whether to seize the opportunity to achieve 3G market is important to its future. In the 3G strategy, the channel is a part of marketing. Channel is the window facing the consumer, will be the key to success of the whole marketing strategy. In this article, basic theory of channels, services, the theory of marketing channels, channel selection and design theory, the channel characteristics of the telecommunications industry are reviewed. Through these theories, customer behavior and product characters are an important factors in choosing marketing channel. As the telecommunications industry is a service industry, the channel should match customer val