The Study On Integrated Development Strategies Of Jilin Mobile’s Electronic Channels

Electronic channels to promote the development and wide application in the world ofinformation technology, network technology, has become an important form ofcommunication and transactions between telecom operators and customers, this trend oftelecom operators, service marketing business ideas and marketing methods constitute apowerful impact on emerging the service marketing channels, based on the traditionalInternet, mobile Internet, SMS, electronic self-service terminals and other electronicchannels to a certain extent, change and improve the traditional physical channels and callcenters as the core system of channels, and gradually become the development trend oftelecom operators services marketing channels. Major operators Group and provincialcorporate level, have been the development of electronic channels as Next importantstrategic development. Major carriers to a great effort from the organizational guarantee forthe investment of resources, human resources reserves to invest in construction, has made itclear online business the phone operating room, the Palm operating room, SMS operatingroom, self-service terminals, the classification of electronic channels defined and functionalorientation.Telecommunications market, fierce competition and customer perception of a highdegree of sensitivity, and put a higher demand in the construction of the integration of theelectronic channel operators. Requires telecommunications carriers from marketing, service,support, and other resources be deployed in accordance with the functions of perspective,combined in accordance with customer value lifecycle, providing customer value possession. Integrated channels will be an important topic for future marketing efforts of telecomoperators in a very long period, the formation of the company’s unified, all-round brand,business and services cognition, improve sales efficiency, enhance customer loyalty. Thestatus quo is constantly optimize operational capacity and performance of a single channel,channels of collaboration with a combination of fatigue, low business to provide customizedexperience degree, weaken business competitiveness and market performance. Electronicchannels at the same time, the lack of a unified view of the customer, the lack of in-depthinsight into customer demand, and can not form a rapid response to customer demand, andto meet and tracking; individual fragmented integration of resources, lack of resourceaggregation around the life cycle of the customer value effective mechanism. Therefore, weneed systems thinking the integration of electronic channels, to achieve and to achieve thegoal of integrated channels, including: customer experience layer, process layer, IT supportlayer. As the core of the customer experience layer around channel integration, the use ofprocess optimization, IT support and functional transformation of power to aggregate, toestablish a clear system associated implementation framework, clutching customer insightchannel integration design and guide the optimization of internal processes and functionadjustment and guidance program in an integrated IT operations support.At the same time, with the rapid development of communication technology andInternet technology, the new electronic channels in the form, function and applicationscontinue to emerge, the integration of e-commerce, e-payment and other channels ofelectronic trading platform has been looming in the industry, telecom operators electronicchannels in the near will have shown great potential for development and space. How tomake good use of this strategic historic opportunity to stand out of the competitors pieces,and operations support management system to create integrated electronic channels hasbecome imperative. Jilin mobile electronic channels on the basis of this paper in Jilin mobileelectronic channels development status at this stage, at this stage there is a problem for a detailed analysis, operations management and support integrated development strategy.Academic value and practical significance.