The Research Of China Mobile Electronic Channel Marketing

Along with the rapid development in communication technology in China, there is a rising demand of communication requirement. The number of mobile phone users' increase dramatically in the near five year, and the prime revenue of telecom company climb ever higher. In the same time, the sales networks face to much bigger pressure, and the marketing capability of the sales networks cannot fulfill the increasing and various requirements from users. Aiming at the condition, to be a new channel marketing method, operators, companies and personal users pay an increasing attention on Mobile Electronic Channel. It is very important for telecom operators to promote competitive ability, to make full use of electronic channel advantages, to increase the customer's satisfaction, and to promote marketing effect.Electronic Channel Marketing is a new type of self-service channel marketing method. It breaks the limit of traditional entity channel marketing. Leveraging the advantages of internet, communication technology and some kinds of specialty equipment, it provides digitizing marketing and services to customers. Via terminal device, customers perform business counseling and conducting, custom services, marketing information inquiring etc. Basing on electronic channel marketing, it is possible to fulfill customer's requirements anytime and anywhere.Acting as the service and marketing channel, electronic channel is quiet different with traditional channel, such as business lobby, in the service concept and marketing method. The service concept of electronic channel is'Customer-Centric'. This kind of difference makes a deep effect in Telecom Industry, and changes current management mode, channel marketing method, and even the competition situation in Telecom Industry.Comparing to other industries, Electronic Channel Marketing of telecom operators has an earlier start in China. There are plenty of channel types:telephone, network, SMS, WAP and self-service terminate etc. But there are still lots of problems in some aspects, such as:channel cooperation, user experience, marketing capability etc. The paper mainly focuses on the China Mobile Electronic Channel, bases on the survey, research and data analysis, combines the actual project experience in Electronic Channel Marketing, analyzes related problems and provides solution. The innovations of the paper are list as follow:1. Summarize the characteristics of all kinds of electronic channels in China Mobile. Basing on the 4C theory, provide promotion strategy of electronic channel for different user group.2. The total customer service, experience marketing and related theory are applied to analyze the problem of electronic channel, and give plenty of advices and promoted suggestions.3. Basing on a real case of electronic channel marketing, provide demonstration for the advices and promoted suggestions.The paper is composed by six chapters. List as follow:1. Introduce the study orientation, the importance of the study and the background.2. Firstly introduce the concept and theory about channel and marketing. Secondly, introduce the constitution, characteristics and development of the marketing channel of entire Telecom Industry in China. Lastly, focusing on the China Mobile, introduce the channel characteristic of China Mobile and several kinds of the major channels.3. Introduce the development of electronic channel in other telecom operators and bank domestic and overseas.4. Introduce current situation of electronic channel marketing of China Mobile, and try to analyze and summary the existent problems.5. Use the PEST and SWOT method analyze the external environment, internal status and competitor of electronic channel marketing of China Mobile. Comparing the electronic channel and reality channel, provide promotion strategy. At the end of the paper, basing on a real case of electronic channel marketing, provide demonstration for the advices and promoted suggestions.