The Research Of Electronic Channel Improvement Strategy On Hebei Mobile

In order to satisfy real-time service of customers, electronic channel is a new marketing service channel which is based on communication and network technology, electronize the product deliver and service, make the customer gather information experiencing business, order products and enjoy service by terminal devices. Compared with real channel, electronic channel has a lot of advantage such as nonface-to-face,electronic data-exchange, low cost and effective. Electronic channel is introduced by bank, and now is widely used in many different areas. The electronic channel of CMCC is growing fast and profecting.Several years ago, electronic channel is used as expand and value-add of traditional channel of CMCC. But in recent years, as the competition growing, the fast development of3G data business and value-add business,and growing of customers awareness, electronic channel is expanding to service and marketing, and becoming the key area of channel structure in the future.HeBei mobile has built up5kinds of electronic channels as the branch of real channel to improve brand image. But there are some problems in current channel structure of HeBei mobile such as nonstandard management,lack of function, no effective support, which prohibits the channel optimization and channel integration.This paper take HeBei mobile as an example, analyze current operation status of electronic channel base on author’s many years’experience. Trying to find the root that cause by analyzing the problems in3aspects:system support, business operation, and application promotion. And come up with several solutions to develop and improve electronic channel from construction, marketing and management...