On The Operation Strategy Of Henan Mobile Electronic Channels

With the development of communication technology, and telecommunications networks, cable TVnetwork and the further integration of the Internet, to provide users with electronic service has becomean irreversible trend, also caused the operators change the channel, the gradual rise of electronicchannels. How to further improve the electronic channel service diversion effect, give full play to thefunctions of electronic channel sales, to promote enterprise low cost operation, enhance the corecompetitiveness of Henan mobile is one of the most important strategies.This paper first on the communications industry electronic channel development environment andtrend analysis. Apply PEST to analyse a method, from the political, economic, social, technological fourangles of macroscopic environment analysis. The use of SWOT analysis, the electronic channeldevelopment advantages, disadvantages, opportunities and threats analysis. Summed up thecommunications industry electronic channel development in five stages, as well as the developmenttrend of the future.Subsequent analysis of the current situation of operation of Henan mobile electronic channels. Inthe system structure, Henan Mobile has perfect electronic channel operation system. In the operation,carried out by the "service" to "service+marketing" positioning transformation. Clear division ofresponsibilities, form inter-departmental cooperation mechanism, promote each work effectivelyimplemented. Function and application of the shunt capacity gradually, more complete, systemsupporting ability can be strengthened, the key job obtained a few progress.Because of the current mobile electronic channels of Henan ’s development is still in the initialstage, in the channel construction and operation still exist on the customer awareness is low, finemarketing need to enhance their ability, convenient operation needs to be improved, system supportcapability still needs to upgrade problems.Based on the domestic and international telecommunications industry experience, we can see thedevelopment of electronic channels is mainly concentrated in eight aspects: one is good customerexperience design, two is efficient; diversified marketing mode; three is complete, continuous operationsupport; the four is based on the value of the intelligent analysis; five is a new type of contactdevelopment and management; six is the individual, community, interactive services; seven is theInternet and mobile Internet three-dimensional integration; eight is the use of external resourcesopening cooperation mode. Finally, based on electronic channel future development tendency, as well as on Henan mobileelectronic channels operation present situation analysis, focusing on electronic channel the trueconnotation, and as a guide as the core concept, for Henan mobile electronic channels operated bydifferent segments, respectively, from the function of propaganda, perception, supporting four respectsto put forward specific operation strategy.In the functional strategies: to" promotion" and" experience" as the focal point, to the "individual,family, group" three big market sales of value-added services, marketing management as thebreakthrough point, in order to" fine-cross sales" as the pusher, electronic channels in the" scale","sales" aspects of accelerated development.In the propaganda strategy: Based on electronic channel "five sell" the product unique preferences,identify the propaganda point, integration and target customers and media synergy between, byfocusing on the use of internal media, innovative use of Internet media, refined the use of traditionalmedia.In the perceptual strategies: to "customer convenience" as the starting point, the establishment ofthe channel UEUI code, for establishing a quantitative model of user experience, timely access to userexperience data to help the channel optimization; regular availability, timely understanding of customersatisfaction research ideas and perceptions.On the supporting strategy: follow the Internet development rule, draw lessons from the successfulInternet business model and strategy, the electronic channel operation platform construction mustadhere to the platform and open principle. To achieve a variety of electronic channel coordination,realize the electronic channel full service monitoring, the realization of personalized user experienceoperation.The proposed operation strategy, for Henan mobile electronic channels construction anddevelopment provides a good suggestion.