Research On E-channel Construction Strategy Of China Mobile Group Y Co.,Ltd

The rapid development of Internet technology has accelerated the pace of Internet transformation in the telecom industry.Operators are actively building and developing e-channel,making it an important contact point for user-oriented business handling and marketing.In recent years,under the strategic layout of all-service carriers of operators,e-channel has supported many business capabilities,such as recharge & payment,package change,buying traffic,installation of broadband,buying phone card or device,buying memberships,living payment,etc.With the investment of marketing resources,the scale of users in e-channel is becoming larger and larger,for example,the total number of registered users of China Mobile Group Y Co.,Ltd APP alone is 9.7 million,it makes the diversification of user requirements increasingly obvious.The competition between operators has changed into the competition of user experience and service.Operators are actively carrying out lifting the efficiency of business support,unifying the content of business publicity,enriching the forms of activities,precision marking of personalized business,all of which can not be separated from the support of e-channel system capacity building.Based on the research of user experience theory,marketing theory,blue ocean strategy,long tail theory and other related literatures,this paper uses the way of user investigation and field investigation to analyze the existing problems in the construction of Y province mobile e-channel at present: page effect needs to be improved,business support efficiency is low,management capability of system backstage is low,poor channels synergy capability,and weak data-driven capability.This paper puts forward the construction strategy of e-channel from four aspects: standardizing business process,building central platform capability in the system,increasing operating means and innovating product capability.Specifically,it includes: business process standardization,UE/UI standardization,business optimization standardization,building content management capability,building advertising management capability,building marketing activity instance capability,build online to offline capability,increasing the user growth system,increase the operation of isomerous network users,creating the ability of coupon center,and create the ability of big data center.The strategies above have been incorporated into the e-channel development plan of Y Province mobile in 2019,which is of great significance to improve the user experience and service level of its e-channel.