Research On Cooperative Operation Mode Of Jiangsu Mobile Electronic Channel

Focusing on the voice business, china’s telecom operators devote major efforts to developing entity channel, while making electronic channel only a simple extension of business support system which serves as a complement to entity channel with its simple function service system. In recent years, with the coming of full service competition, telecom operators started to energetically develop electronic channel, devoting great attention and efforts to promoting electronic channel. In recent years, the leading telecom operator Jiangsu Mobile puts together an operation team specializing in electronic channel. The team is responsible for the operation of electronic channel, carrying out work in the fields of promotion, marketing, UE/U and analysis of comprehensive operation. The team also upgrades the system, separating electronic channel from business support system, and revises its operation support and management pattern according to its characteristic of facing the end-users.Electronic channel is the future of channel development, and the main competition field for telecom operators in the coming days. However, for some time, Jiangsu Mobile’s application platforms of electronic channel (online business hall, palm business hall, SMS business hall, phone business hall, self-service terminals, etc.) operate independently. They need to address to the following coordination issues: difference of services provided and services needed of electronic channel, inconsistency of customer perception, the lack of integration of services and marketing, the lack of co-movement between channels, the lack of coordination between provincial branch and municipal branch. In addition, they are deficient of marketing and promotion methods, as well as joint efforts, which restrict the development of customer’s scale and service capability.The thesis focuses on the study of unified management of electronic channel in Jiangsu Mobile, aiming to solve the problems in coordinative operation, discussing how to build coordinative operation system of electronic channel. It also studies the way to combine services with customer request by building the unified portal; the way to combine services with marketing function by building the mechanism of marketing and promotion; the way to achieve the integration of electronic channels by building the structure of channel integration operation; the way to combine centralized management with localized operation by building coordinative operation system of provincial and municipal branch.The thesis comprehensive analyzes the current situation of electronic channel operation in Jiangsu Mobile, and does SWOT analysis of internal and external environment and resources. The thesis employs the related theories of current channel management, channel conflict and integration, marketing and internet integrated marketing to discuss the structure of channel integration operation in Jiangsu Mobile, in the aspects of system structure of electronic channel, operation system and operation model. The thesis designs the framework of electronic channel’s coordinative operation and unified operation platform function, and proposes the specific way of strategy practice which is based on coordinative operation. It providess constructive reference to centralized management and coordinative operation of Jiangsu Mobile’s electronic channel.