Research On The Construction Of Electronic Channel Of Telecommunications Operators In E-commerce Age

With the rapid development of the internet and e-commerce today,telecommunications operators have been aware of the importance of the onlinechannels, and actively exploring the transition from service-oriented online channelsto Sales&Service-oriented with Sales focused e-commerce channels.This paper focuses on the view of transition from electronic channels toelectronic commerce. It first gives a brief overview of the development of electronicchannels of telecom operators, then introduces various types of the telecom operators’innovative e-commerce types: self-owned e-commerce for retail channels (onlineservice hall&independent B2C mall), e-commerce platform for retail channels (B2Ce-commerce platform), distribution electronic channels, group buying, micro-blogmarketing, combined with the author’s practical experience, focuses on the running ofB2C e-commerce platform, cooperation with distribution electronic channels,operation of the group buying and micro-blog marketing, then made a summary of theconstruction of electronic channels of telecom operators in electronic commerce.Electronic channels should not be the complement of the physical channels only,telecom operators should seriously study and draw lessons from the successfulexperience of the mature e-commerce enterprises, improve and establish the electroniccommerce based on the Internet business model, such as product tariff, marketingprograms, supporting system, develop plans to integrate new business operationprocess and system, in order to make full use of "electronic business channel" as thebusiness service platform and marketing platform, and give full play to its enormouspotential, realize the transition from "electronic channels" to "electronic commerce",change the online visitors into actual buyers, and provide users with more abundantmerchandise selection and more differentiated services, thereby make more efficientuse of the quality of the products and services of resources, and seize the initiative inthe fierce marketing competition to promote the long-term development of thetelecom operators enterprises.