Research On SD Unicom E-channel Integration

Promoted by global information technology, network technology development and wide application, electronics channel has become an important form of communication and transactions between Telecom operators and customers. After years of construction, business functions of SD Unicom e-channel gradually improve with enriching business varieties; however, due to independent operation of various application platforms in the e-channels, the resources can not be effectively shared, resulting in waste of channel resources and different user perceptions. Taking this as the background, the thesis conducts research on SD Unicom e-channel integration, aiming to accelerate the integration process, provide better zero distance, comprehensive, personalized and economical service channels, plan a low-cost, wide coverage, convenient, motivated, self-control service and marketing channels to lay a solid basis for the leading position in future new competitive environment.Taking the explanation of relevant theories of marketing channels, e-commerce as the starting point, the thesis uses the research means of literature study, empirical analysis and scientific research, through in-depth investigation and analysis on the status-quo of SD Unicom e-channel integration, adheres to the combination of theory and practice, actual investigation and trend analysis, analyzes and summarizes the problems in SD Unicom e-channel integration, thereby tailors the specific design and implementation program.The thesis is composed of six chapters. Chapter One describes the topic selection background and research significance, proposing research methods and innovation points as well as defining the related concepts of e-channel; Chapter Two uses the theoretical knowledge in management field to describe the relevant theories of marketing channel and e-commerce, providing adequate theoretical basis for e-channel integration; Chapter Three describes the overview of SD Unicom enterprises, products and marketing channels, making analysis on the problems in the current SD Unicom e-channel integration; Chapter Four is to define the objectives and principles of SD Unicom e-channel integration design according to market competition and customer needs and tailor specific design plan; Chapter Five combines the status-quo of SD Unicom e-channel integration and the integration design ideas, expounding the protection and precautions should be prepared in the implementation process of SD Unicom e-channel. Chapter Six makes a brief summary of this thesis's research conclusions as well as a brief outlook on the future study and analysis trend.