| With the rapid development of mobile communication technology and the Internet economy,the three major telecom operators of China Mobile,China Telecom,and China Unicom have successively set up professional electronic channel operation institutions at the group,provincial,and municipal levels.Electronic channels have gradually evolved from merely supplementing physical channels in the past to becoming indispensable marketing channels and customer service channels for communication operators.J Mobile has achieved remarkable results in the operation of electronic channels in recent years,and the scale of online contact business has developed rapidly under the background of the epidemic.However,due to the late development of the electronic channels of J Mobile,there are still development problems in the construction of channel contacts,capability transformation applications,customer experience and business transformation.It has important practical application significance to carry out strategic research and put forward relevant optimization suggestions based on the operation status and existing problems.Based on the current situation of the development of electronic channels of J Mobile,the research comprehensively introduces the basic operation and existing problems of the current organization setting,business scope,channel construction,system capacity building and external channel cooperation of J Mobile’s electronic channel work.and then uses PEST analysis method,PORTER five forces analysis method,SWOT analysis method to carry out the electronic channel operation strategy of J Mobile,and uses Delphi method to consult experts and analyzes data through SPSS software to conduct empirical research.According to the results of strategic analysis,in order to comprehensively improve the electronic channel operation and development level of J Mobile,this research is based on the four core elements of electronic channel operation: channel construction,capacity building,business operation,and customer retention,and puts forward specific work optimization suggestions such as increasing the scale and optimizing experience of its own electronic channels,deepening external Internet cooperation,establishing a big data event forecasting sales capability system,strengthening online product integration operations,online and offline collaborative services,and new tool empowerment.By summarizing the results of the case study of J Mobile,it can also be used as a reference for telecom operators in the industry to improve the construction of electronic channels and enhance the competitiveness of the industry,and to promote the channel a deeper direction. |
