Study On Electronic Channels Marketing Strategy Of Jilin Branch Of China Unicom

The progress of Internet and electronic business have brought greatimprovement for all aspects of social life, computers and all kinds of smart phonesand other terminal equipment renewal cycle continuously shortened, the distancebetween people and the network has been reduced to zero, the distance betweenpeople and the world is in constant to shorten, in the process,the network is like agiant sucker, more and more people are firmly adsorbed on it.In the face of suchform,communication operators have been fully realized the importance of theconstruction of electronic channels,as a new channel relying on internet technologyand communication technology to realize the information service,electronic channelsalso got the favour of customers. For telecom operators, according to presentsituation of the application and problems of electronic channels, make rationalmarketing strategy,give full play to the advantages of electronic channels,rapidlyincreasing electronic channel marketing ability,to attract more customers to increaserevenue,improve enterprise economic benefits,will help to maximize the economicbenefits of the enterprises and long-term development.In this paper,marketing strategy formulation and implementation of electronicchannel of China Unicom Jilin branch is the main research object.By means ofreading literature to collect information,and then through the SWOT analysis andquantitative analysis methods discusses the relevant concepts,characteristics andadvantage of electronic channels;In what ways can test the implementation statusof electronic channel marketing strategy,to find problems existing in electronicchannel marketing strategy; which principle need to follow when making electronicchannel marketing strategy; For communication operators which electronic channel marketing strategy should be established aimed at the existing problem, to promotethe long-term development of the enterprise;System,policy and fund security isneeded for the smooth implementation of electronic channels marketing strategy.The results of the study show that:(1) The electronic channel is a kind of moreconvenient and quick, standard and orderly marketing way,the user canindependently access to products and services, they investment cost of it is low, butthe demand for technology standard is high;(2) at present,the mainproblems of the the construction of Jilin unicom electronic channels are: thebackground support is not enough,lack of he ESS function and online paymentsystem, user’s awareness of electronic channels is not high, not enough promotionof electronic channel, support level needs to improve, etc;(3)Jilin unicom need tostrengthen the construction of electronic channel marketing platform, using theinternal channels and Internet marketing model to promote electronicchannels,integrate the channel, different consumer groups and all business;(4)Topromote the smooth implementation of electronic channel marketing strategy,Jilinunicom also need to perfect the corresponding management system,and provide thecorresponding policy support and fund guarantee, cultivate excellent marketingpersonnel.As a result, this article from several aspects such as the current problemsexisting in the electronic channel construction, construction of channel marketingplatform,implementing electronic channel promotion strategy and integrationstrategy, provide corresponding system, policy, personnel and fund security for theimplementation of the strategy,put forward suggestions for electronic channelmarketing of China unicom Jilin branch.