Guangxi Telecom Marketing Research Electronic Channels

With the development of computer information technology and communicationtechnology, especially the mobile Internet era, telecom operators now step into the fullservice operation period. All operators focus on how to develop business efforts in orderto seize the market opportunity. Due to successful application in related industries andforeign operators’ experience, electronic channels provide important ideas and lessonsfor domestic operators. China Telecom as the mobile business after-entering, on oneside it needs to develop channels for expanding the scale of mobile user, on the otherside it also urgently needs to find more economic and effective way to realize intensiveoperation, for the reason of saving costs, improving efficiency and expanding business.Therefore, electronic channel becomes the very important and urgent developingchannel for China Telecom.In this context, Guangxi Telecom has been committed to the electronic channelconstruction, and strives to make it play a good role in the business development. Thisarticle focus on the base of analyzing and comparing advantages and disadvantages ofthree big domestic operators in the electronic channel construction, especially thepresent situation of Guangxi Telecom in electronic telecommunications channeloperation, finding out the influence and restriction of Guangxi Telecom electronicchannel operation level factors, mainly concentrated in the organization, functionconstruction, system support, operating promotion, and based on the existing problemsand factors of specific research and analysis, putting forward specific proposal:1. Construct efficient electronic channel operation system. With to establishment ofspecial operations and to optimize of IT support system, establish a professional andefficient team of operating support system to lay a good basis for the operation ofelectronic channels.2. Develop product optimization and business process transformation work ofelectronic channel sales, screening and optimizing suitable electronic channels forproduct sales, transforming business process which influencing customers’ perception,to enhance business convenience in electronic channels for customers. 3. Develop precise marketing of electronic channels. Establish the acquisition andanalysis model on the base of targeted precision marketing of all types’ business data;we can greatly improve the success of electronic marketing channel.4. Formulate effective performance appraisal method. According to the companyand entities channel promotion personnel, respectively formulate different evaluationmethods, for the purpose of solving channel conflict problems, improving the electronicchannels around the popularization.