Study On The Construction Strategy For Electronic Channel Of China Mobile

With the development of the telecommunication and electrical technology in China and the convergence of the telecommunication network, the TV network as well as the Internet, it's a trend to provide the e-services to the users. Based on that, the concept of the telecommunication channel is extended more broadly, which also causes the revolution of the telecommunication operators' channels - the electronic channel grows up. The electronic channel will become a critical approach to publicize and sale products as well as provide services in the future. So how to utilize the electric channels' service functionality and the sales functionality based on the service functionality will be one of the important strategies for China Mobile to improve its core competitiveness. Enhance the construction of the electric channels will help the operators to gain the vantage in the market competition and boost the new services' operation as well as broad the channels from the customers to the internals of the company.This paper first introduces the electronic channel's background knowledge and the research meaning then presents the concept, feature and characteristic for both generic electronic channel and telecommunication electronic channel. Based on that, the author analyzes the electronic channel's current status and existing problems and studies deeply on the future of the electronic channel using the long tail theory. The author analyzes how the operators and the companies in the other area develop the electronic channel in the fourth part of the paper. Based on that, the author proposes some suggestion and strategies to construct the electronic channel in the future for China Mobile.