Electronic Channels Applications Strategy In GMCC

With the domestic mobile communications market with the growing popularity of rapid development, each big operators from traditional business center has turned the voice and data services business, mobile value-added services for customers to provide service channel by the traditional and single is gradually expanding channels to electronic entity channels. China mobile as mobile communications field, the dominant operator has set up comprehensive service channel system (including:communication 100 halls, social channels, electronic channel), provide a complete service functions. Among them, electronic channel has gradually developed into the service marketing channel, it is also the key development and cultivate channel, and channel on electronic means good customer experience exploring mobile e-business, and China mobile future-oriented maintain competitive advantage is the important measure.In order to adapt to the development of 3G service building electronic channel system, better satisfy customer with me, the growing demand of electronic self-service. Through comprehensive analysis of guangdong mobile electronic channel operation status, and the internal and external environment, the advantages and disadvantages of electronic channels from planning, construction, operation promotion, analyzes three different aspects of guangdong mobile electronic channels currently operating on the face, according to the needs of the development of business, marketing, modern management theories and channels of guangdong mobile exploration in the new competition form of electronic channel development strategy, and puts forward how to better solve electronic channel bearing "service, communication, experience, marketing" four functions, including a proposal of electronic integration operational support, the channel bearing, the business channel sales support and mobile stores (B2C mobile e-business), electronic channels interface design concept, channel collaborative linkage, operation of responsibilities and statistical analysis of the periodic solutions, etc, and gradually build a high efficient, low cost, operation of electronic channel service system, better play in marketing channels of electronic, the advantage and electronic channels for guangdong mobile development strategy formulation to provide constructive Suggestions.