A Study Of Electronic Channel Improvement Scheme For Hunan Mobile Communication Company

With the start of the4G era, establishment of Virtual Network Operators andrapid development of E-business, in order to fulfil the strategic transformation,telecommunication operators (TO) are seeking for solutions to get better performancewith lower cost. Undoutely, Electronic Channel (EC) is a powerful tool for this taskfor TO. Compared with pioneer E-business companies, Hunan Mobile CommunicationCompany (HMCC) still has many shortages in terms of EC. It is an urgent calling foranalyzing the causes and finding an effective improvement scheme.First of all, for the purpose of references, this paper reviews the fundamentalmarketing channel theories and the recent study in EC research field. It thensumarizes the EC application progress in the industry, provides a four-phase ECevolution model and points out the situation that HMCC is facing. Second of all, thispaper analyses HMMC EC’s current situation from the aspacts of staff team, businessoperation and supporting computer system. Based on that, it points out that waste ofinvestment, high operation cost, low pricing ability, short of marketing resources andslow marketing reaction are due to mismatched organization structure, that loss ofbusiness, poor customer perception and weak brand appeal are due to unreasonablebusiness model, and that imprecise marketing analyses, lack of interconnectioncapability are due to the deficient computer system design. Third of all, this paperdescribes the purposes, principals and strategies of the improvement scheme to solvethe problems listed above. After that, it presents the detailed practical measures forthe scheme, namely, clarifying responsibility, setting KPI, improving incentivemechanism, implementing precision marketing plan, optimazing business analysissystem, developing contact marketing engine, building function sharing platform, andenhancing online payment tools etc. At last, in order to ensure the scheme beingefficiently carried out, this paper gives some suggestions for implementation andoffers a method for post-project evaluation.This study offers clarified logic analysis and practical measures for HMCC ECimprovement. It will help HMCC EC to get better performance faster and transformfrom a service oriented potal to a marketing oriented potal. These measures can alsobe used as references for other studies.