Study On Development Status And Strategies Of China Mobile’s Electronic Channels

With the development of telecommunications industry in China, the competition ofthe telecom operators is increasing day by day. It has become the key of the telecomoperators to compete that how to meet the diverse needs of customers by providingoutstanding services in the market. As an important carrier of the service, and with thecharacteristic of high efficiency, low cost and modern features, Electronic channel hasacted an main way of the publicity and marketing for the telecom operators to provideproducts and services. Electronic channels has also become the primary means for thetelecom operators to lower operational costs, improve operational efficiency, improve thecustomer experience, customer satisfaction and loyalty and achieve economical operation.So, for that reason it’s, it will become an important strategy for the China Mobile toimprove the core competitiveness that China Mobile strengthen the construction ofelectronic channels and explore the e-channel development strategy.Firstly the paper illustrated the basic theory, the moment situation and developmenttrend of electronic channels, and indicated the five stages of the development ofelectronic channels, analyze the characteristics and advantages of electronic channels.Then I analyze the electronic channels system of China Mobile, and summarize the mainissues of the electronic channels of China Mobile from the two aspects of systemconstruction, operation. In the fourth part, the paper analyze the application status of theelectronic channels of China Mobile from user awareness, user status quo, usepreferences and user feedback through market research, and obtain some significant result.Finally, I propose the development strategy of the China Mobile’s electronic channels bycombining the main problem summarized in the third chapter and the results of marketresearch that China mobile should build an electronic channels system around customerexperience and a fast Internet distribution channel on SNS platform, and execute a advanced operation strategy surrounding CSP by establishing a comprehensive marketingplan execution process, using innovative marketing methods. I hope it will providereference for development of electronic channels of China Mobile and other telecomoperators.