| According to the CNNIC "the Thirty-third China Internet Development Report" released in January16,2014, by2013December, Chinese netizens reached618billion, Internet penetration rate is45.8%. Among them, mobile phone users scale up to5billion. Although compared with the rapid growth of the situation in2012, netizens growth gradually slowed down, e-business application still presents the fast growth momentum. As the largest telecommunications operator of whole China and even the whole world, relying on the huge entity channel, China Mobile always give priority to purchase process of entity channel, in terms of product planning and design, less consideration of e-business channel sales patterns, lack of support for its product and operation system. The current product-system exists big shortcomings, compared to the main competitors and cross-border business ecommerce giants.The paper is divided into six parts. The first part outlines the research background, puts forward the research question, and summarizes the main research content and the research mentality. The second part introduces the research theories and the internal and external situation, focusing on consumer behavior, as4C,4P, and transaction cost theory. The third part carries out the operation analysis on product business channel of China Mobile, puts comparative analysis on the problems of product, the products are compared and analyzed on the product description, analyzed the challenges. The fourth part discusses the optimization scheme of e-products, focuses on guiding principle and the product optimization goal, explores the related factors, designs scheme of e-product optimization. The fifth part discusses the related guarantee measures for China Mobile e-products optimization scheme implementation, elaborates the human resources, organizational structure, technical support, capital investment. The last part puts forward the reflections and suggestions of China Mobile e-products, and carried on the forecast the prospect. |
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