Study On Strategies Of Conflict Between Mobile Marketing Channels And Electronic Commerce In Some City

With the 20-year development, China mobile has formed mature five categories marketing channel based on providing differential communication services to different client brands, including the entity channel, client manager channel, electronic channel, SP channel and telemarketing channel.The electronic commerce technology updates day by day all over the world and in the period of developing in high speed, the traditional marketing channel of China’s mobile electronic commerce is also facing with the changes brought by electronic commerceUnder such background, the author takes the marketing channel system of China Mobile in some region as a subject of research. By analyzing the communication market development trend, present mobile marketing channel status, and electronic commerce development in this region, the author makes a deep research on the five traditional marketing channels and the electronic commerce channel. Then he puts forward an argument on the conflict between traditional marketing channels and the electronic commerce platform for China Mobile. Finally by analyzing the characteristics, modes, advantages and disadvantages of different marketing channels, he finds out the countermeasures to solve the conflicts and discusses the possibility of disadvantages and advantages complementary.The author uses the survey method, observation method, practice method and case study method to investigate the China Mobile’s new channel, client manager channel and electronic commerce channel. By constructing new channels, optimizing the client manager service marketing mechanism, and establishing mobile electronic commerce platform, the author finds a way of continuous development between traditional marketing channels and electronic commerce. The practical result proves the conclusion that by using the method proposed, China Mobile’s channel advantages are strengthened and its competitive ability is improved.