Xiamen Mobile E-channel Construction Study

Chinese economy is developing fast. Competitions in industries are more and more fierce. Cost of human resource is higher and higher, enterprises begin to look for ways to cut down numbers of employees and improve efficiency and effectiveness. In market channel construction, B2B and B2C, as e-commerce models, have been broadly used in industries.This thesis rests on market competition environment where China Mobile Xiamen branch resides, and case study about electronic channel construction. By using PEST analysis and SWOT analysis, centered upon the Xiamen Mobile's e-channel construction, the thesis comprehensively analyses macroscopic factors and microcosmic factors. Base on above content, the thesis brings out the initial strategy of Xiamen Mobile e-channel, that is the full support of basic service, effectively improvement of customers' fulfillment, and gradually improvement of channel control. Then combining the execution and control of Xiamen Mobile e-channel construction strategy, the thesis points out and explains key points and major control points in the process of e-channel construction.This thesis, combining theory and practice, not only discover the enterprises' e-channel construction strategy, practice, evaluate effect of China Mobile Xiamen branch e-channel construction, but also foresee the future development of e-channel.