The Strategies And Measures Research On China Mobile Electornic Channels

Along with the development of telecommunication & electronic techniques, and the further there-network mergence, that includes telecommunication network, TV network and internet network, it is a irreversible trend to supply electronic services to customers now. For this purpose, more and more new concepts are generated in conventional telecommunication industry channels, which extend the conventional channels concepts ,and in turn, trigger a reform on traditional channels-leading to arising of electronic channels. Accordingly, to telecommunication operators, how to subdivide the channels function clearly, how to better develop an electronic service platform , it is now one of their important strategic that can improve their core competitiveness.Electronic channels is based on the internet and communication technology, and which will digitalize the product sales and services. By use of the electronic equipment, customers can get service and order product by themselves. It's the great feature of electronic channels, that it is a consumer-oriented platform and can give consumers greater freedom of choice now than in the past, they can select commodities according to their personal characteristics and needs, not need to subject to time and geographical constraints.As a new service concept and method, it has made a major impact on the telecommunications industry, foreword to change the landscape of telecommunication industry's services, management and competitive, and push the traditional telecommunications industry into a great revolution. Now in our country, the electronic channels technology is started relatively later and behindhand, except that, there are more new problems need to solve.The paper is worked at following three aspects, by the way of investigation and data analysis method, and using china's mobile electronic channels building as research object.1,Summarize and review the services marketing, channels outsiders theory, and other related authority theory and literatures. And by this method, further present the architecture and features of Electronic channels.2, Establishes a Service-marketing Cooperative-integration model for Electronic channels. Puts forward the cooperative-integration implementation steps. Finally, takes example of G Mobile to do the practical research.3 Further demonstrate the strategic development mode for China's electronic channels, and put forward suitable development initiatives for China's Mobile electronic channels business.