Research On The Transformation Strategy Of China Telecom 's Entity Channel Under The Internet

The development of China Telecom entity channel is facing great challenges and opportunities.In challenges,1) The whole telecommunication market, especially the mobile telecommunication market is becoming saturated, which results in the competition between operators changing from the new user’s contention to the stock users’maintenance and competitors’high-value customers’contention. China Telecom, as one of the top three telecommunication operators, has to join the market competition.2) The shopping behaviors of consumers are changed a lot. More and more consumers are trying to buy mobile phones online. It will make a big influence to the China Telecom’s entity channel stores’mobile phone sales amount.3) Ministry of operators strengthen the control of telecommunication operators by limiting the operator’s terminal subsidies. Without the enough discount, the attractive of China Telecom’s entity channel stores is poor.4) The cost of labor and the rent of the stores are rising every year. It brings big survival pressures to China Telecom entity channel stores.In opportunities,1) The concept of Internet + is becoming popular, as Premier Li Keqiang proposed the concept of Internet + at the beginning of 2015. He called the traditional industries use the Internet method to raise their innovation and competitiveness. China Telecom, as the leader in China broadband market, also hopes to improve its entity channels’efficiency through the Internet. 2) China Telecom gets the International mainstream FDD-LTE 4G license, integration with the existing optical broadband services, to build the double hundred megabytes products. It will stimulate the business development and create new sales opportunities for China Telecom entity channel stores like old consumers’value promotion and the integrated business development.This paper demonstrates the necessity of China Telecom entity channel’s Internet transformation thorough the analysis of the external market environment and China Telecom entity channel status. At the same time, by studying the successful Internet transformation case of the large retail enterprises at home and abroad, we hope to find the similarities and differences between China Telecom and them, in order to explore a suitable Internet transformation for China Telecom entity channel.This paper divides into seven parts, Chapter 1 is the introduction, which mainly introduces the background and research questions and the research purpose and significance; Chapter 2 is the theoretical basis, which reviews the management theories we will use in the paper like operational management and conflict management. Chapter 3 studies the influence of external environment of China Telecom entity channel. Chapter 4 analyzes China Telecom entity channel status. Chapter 5 introduces the successful Internet transformation case of the large retail enterprises at home and abroad. Chapter 6 introduces the design of China Telecom entity channel’s 020 sales system and implementation plan. Chapter 7 is the conclusion which summarize the probably changes will make by the internet transformation of China Telecom entity channel.