摘要：本文依据营销渠道理论，通过对中国联通镇江分公司营销渠道深入全面的研究，探讨建设有竞争力的渠道策略。理论部分作者对镇江联通的发展历程、存在的问题及原因进行了分析、归纳、总结，分析出了镇江联通渠道存在的主要问题及其原因，主要包括：渠道规模还不够庞大、渠道的建设的力度还不够，制度不够完善；渠道中每个不同的管理人员和渠道成员的素质不一，增加了渠道管理的难度；管理的理念不够先进，手段太过单一。鉴于以上存在的几个问题，提出以下几个建议：首先镇江联通需要在自有实体渠道的建设中加大力度，制定科学有效可行的发展策略，提升和发展电子和互联网对于渠道的促进功能。在管理方面，要做到差异化和标准化相结合，尽量使管理工作精细化，落实到实地，可通过加大白有实体渠道建设、科学规划渠道的发展策略、完善电子和互联网渠道功能、为营销渠道的健康有效运行奠定基础，保证渠道的运营优势。文章的最后，本人结合自己的专业知识和实践经验，提出了几点在构建镇江联通营销渠道策略过程中要注意的几点问题。最后提出了在渠道策略实施过程中应注意的几个问题及具体的实施方案。当前镇江联通正处在一个高速发展的时期，机遇与挑战并存，镇江联通只有抓住时机，通过不断的创新发展，以市场为指导方向，建设高效健康的营销渠道，满足客户的需求，才能不断增加镇江联通的实力，为企业带来长久不衰的竞争力。

关键词：移动通信；营销管理 ；营销渠道；SWOT

Abstract：In this paper, based on the theory of marketing channels, through to the branch of China .unicom in zhenjiang marketing channel in-depth comprehensive study, constructing competitive channel strategy. Theoretical part to authors for zhenjiang unicom's development course, the existence question and the reason are analyzed in this paper, induction, summary, analysis the main problems of zhenjiang unicom channel and its reason, mainly including: channel size is large enough, the channel of the construction of the strength is not enough, the imperfection of the system; Channels in each of the different management and channel members have different quality, increasing the difficulty of channel management; Enough advanced management concept, methods are too single. In view of the above a few problems, put forward the following Suggestions: first, zhenjiang unicom need to in the construction of channels has its own entity, formulate scientific and effective feasible development strategy, the promotion and development of the electronics and the Internet about the promoting function of channels. In terms of management, to achieve differentiation and standardization, the combination of try to make the management work and clarify to the ground, can increase white with physical channel construction, through scientific planning strategy of the development of channels, perfect electronic and Internet channels function, laying a foundation for effective operation, to the health of the marketing channel guarantee channels operating advantages. By the end of the article, I combined with their own professional knowledge and practical experience, puts forward several in the process of construction of zhenjiang unicom marketing channel strategy should pay attention to some problems. Finally put forward in the implementation of channel strategy should pay attention to several problems and the concrete implementation plan. Zhenjiang unicom currently is in a period of rapid development, opportunities and challenges, zhenjiang unicom only seize the opportunity, through constant innovation and development, take the market as the guidance, construction of efficient health marketing channels, to meet customer demand, increasing to zhenjiang unicom's strength, for enterprise to bring the build sustainable competitiveness.

Keywords  ZhenJiang Unicorn  Marketing Management  Marketing Channel  SWOT