| Competitions of telecommunication have reached a climax after the issue of 3G licenses and the merger of China telecommunication companies in 2008. Six telecommunication corporations were recombined to foster their strengths and circumvent their weaknesses, urging competitions which benefit customers with more convenient, arduous, attentive and cheaper service. Based on the framework of Precise Administration, this thesis discusses the issues in communication channels administration of China Mobile by analyzing the cases of Online Number Selection and Bonus-earning for Franchise Staff. It starts from the status quo of communication channels administration of China Mobile, observes the communication channels of China Mobile, analyzes the competitive situations among China Telecom, China Unicom, and China Mobile, and emphasizes the benefits of implementation of Precise Administration for communication channels of China Mobile.IT-support system in communication channels realizes the integration of divergent customer channels. Gradual diversification of communication between ICPs and customers on demands of development of telecommunication market makes marketing, customer service, on-call centres, Internet, and other channels play a crucial role, apart from the traditional business franchises. IT-support system efficiently assists ICPs in integrating various divergent channels, customers'information collection, and maximizing the share of the information. It establishes a unified user interface between customers and ICPs, so as to enhance the effect of communication with customers, raising their satisfaction degree.Therefore, IT-support system functions in all-around marketing system rather than unitarily. Precise marketing is consolidated by efficient IT-support system, which will play as a monitor in competition, a scope for lifting accuracy, a multiplier for marketing operation efficiency, and a catalyzer in corporation development. |
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