Research On The Operation Strategy Of SC Telecom Electronic Channel From The Perspective Of Service Marketing

In recent years,with the scale of the communications operators to reach a certain level of physical channels,coupled with the high cost of the increase,so that the growth rate of the physical channel has become very slow.At the same time,the rapid development of the Internet,to a traditional industry first,then after the encroachment,is the impact of positive competition and subversion,the further development of the Internet,has greatly changed the user needs and habits,there is a fundamental change.Electronic channels because of its convenient,interactive,scale effect and low cost,has been highly concerned about telecommunications,mobile and China Unicom,in the group,the provincial and municipal levels have set up specialized operations team.Similarly,SC Telecom began to set up the electronic channel operation team since 2012,from a group of first and then upgrade to the center and then to the electronic channel business now,trying to service marketing core channels of electronic channels to create another.Changes in consumer demand and behavior is the main cause of promoting the development of telecom SC electronic channels,to adapt and meet the needs of users at the same time,hope to be able to train the needs of users,a user oriented Channel Competitive advantage.The second is the rapid development of 2012-2014 has experienced three years of physical channels,physical channels has reached a certain scale,the physical channel expansion has brought a sharp rise in the cost of marketing,the national implementation of replacing business tax with value-added tax(VAT)in 2015 after tax,further expansion of marketing costs drop can no longer support the physical channel.Once again,the development of SC Telecom mobile phone,broadband and TV has reached a certain scale,the resulting artificial service pressure can be some help through electronic channels.Therefore,it is necessary to deeply study the internal factors and strategies that affect the development of SC telecommunication electronic channels.In this paper,from the perspective of service marketing,that is,from the perspective of user centric perspective,mainly from the user needs,channel positioning,existing problems,channel strategy and other aspects of in-depth analysis and interpretation.Firstly,this paper introduces the current situation of China Telecom and SC Telecom,and then summarizes and analyzes the channel positioning of "stock,service and channel synergy" of SC Telecom electronic channel.At the same time,from the perspective of service marketing channel function and user demand,matching,channel coordination,the new Internet channel competition,and are now facing the group,province,city and county's repeated construction,resource utilization efficiency is low,operation dispersion,Internet business channels for serious problems etc..In the face of the problem,put forward the concrete implementation of the policy recommendations.This paper combines theory with practice,which can be used as an important reference for the operation of medium and short term communication electronic channel.At the same time,this thesis focuses on the transformation of the service industry channel management characteristics,the research also applies to mobile,Unicom,and channel development planning for banks,insurance and other channels in similar industries will also play a certain reference role.