The Marketing Research Of E-Commerce Construction In China Mobile Shanghai Branch

With the increasing depth of 3G network, China Mobile Shanghai branch, as the leading communications operator in Shanghai, faces the increasingly severe competitive situation. While traditional voice communications market is becoming a “Red Sea”, how to exploiting “Blue Ocean” in the internetwork field becomes a top priority. E-commerce, as the growing up business model in recent years, with a number of advantages such as the wide range of markets, long time of business hour and low cost of shops, has great development potential. As communications operator, selects e-commerce as the target of channels expansion is an inevitable choice in the form of almost covered entities in the current channels. Since the competition grows, the traditional business profit margin of the original operators gradually reduces. New channels should be expanded further to construct the E-commerce platform with unique Shanghai Mobile advantage so as to find new profit growth point making full use of Shanghai Mobile inherent customer base.Based on the above background, the definition of E-commerce and research of business model, this paper proposes specific recommendations about how to cutting through the area of E-commerce for China Mobile Shanghai branch from the aspect of platform construction, sales channels selection, payment mode selection, product line layout and so on. It points out that when Shanghai Mobile branch builds e-commerce platform, B2 C business model should be used, starting from its own products, gradually expanding the product line, and ultimately realizing the platform full-service sales of third-party products.