Research On Service Transformation Of China Mobile Online Company Under Traffic Management Background

With the request of China Mobile Communications Group,the 10086 hotline of China Mobile Online Service Co.,Ltd.has been transformed from a service center to a value center.China Mobile Online Service Co.,Ltd.shifted its focus from voice operation to traffic operation.This paper discusses how to realize the service transformation of China Mobile Online company under the background of traffic management.First,the paper introduces the background and related concepts of service transformation.Then,through interviews and surveys of employees in key positions,associates and business related positions and communication professionals,the service status of China Mobile Online company is analyzed,and the challenges and opportunities faced by the company in the process of service transformation are put forward.Then,it analyzes the macro environment,industry environment and internal environment of China Mobile Online company and concludes the necessity of service transformation under the background of traffic management.Explore how to achieve service diversification and profit improvement of China Mobile Online through service transformation.In the context of traffic management,the goal of China Mobile online service transformation is to break through the traditional customer market positioning,coordinate the relationship between traditional business,emerging business and strategic business,and realize the transformation and upgrading of innovative business model,so as to achieve business growth and profit growth.In order to ensure that the transformation and upgrading method studied in this paper can be combined with the actual situation of the enterprise on the basis of the service operation theory,China Mobile Online follows the principle of combining the practice,the principle of gradual progress and the principle of focusing on results,and transforms from single after-sales service to multi-content operation and from communication service to traffic service.Push customized and diversified content to target users,strengthen the system support capacity,improve the efficiency of operation management,accelerate the integration of resources,develop more accurate and effective service strategies,extend the upstream of the smile curve,and enhance the company’s market competitiveness and brand value.Finally,the paper puts forward some measures to guarantee the service transformation strategy of China Mobile Online company,including the establishment of service-oriented corporate culture,the improvement of organizational structure,the construction of intelligent service platform and talent training.The research results of this paper are of great significance to the service transformation of China Mobile Online Company,which can provide useful reference and guidance for the company,promote the service transformation of China Mobile Online Service Co.,Ltd.and meet people’s demand for the communication market,especially China Mobile.At the same time,the research of this paper enriches the research results of the service transformation of communication operators,and also provides practical materials for the service transformation of operators,which has certain reference value for other similar enterprises’ service transformation.