The Research On OWN Terminal Entity Channel Construction And Operation Steategy Of Telecom Operators

With the popularity of3G and the gradual deeper promotion of4G technology, as the main channel of operator, Chinese telecom retail enterprises showed more obviously insufficient store operation capacity. Under this situation, the telecom operator must establish entity retail channel so as to set an example for the transferring or non-transferred telecom retail enterprises. Based on such background, this paper studied the own terminal entity channel construction and operation strategy of Chinese telecom operators by demonstrating the necessity of establishing the retail store of terminal entity channels of Chinese telecom operators. I wish this paper enables to provide scientific and effective method for own terminal entity channel construction and operation strategy of Chinese telecom operator, help telecom operator to establish efficient own entity retail channel, create the learning template of terminal entity retail channel operated by agent through social channels and drive the telecom retail enterprises to achieve the function transformation from the previous single product distribution. The entity retail channel with the transformation from product to service and the service to operation can avoid the resource waste and low efficiency due to incorrect method in the process of transformation. Meanwhile, the development of terminal channel retail will reversely drive the development of various fields including terminal manufacturer, operator, nearby product manufacturer, value-added service provider so as to provide assistance for information technology development in3G and4G era.This paper can be divided into six chapters. The chapter one is introduction. The chapter one introduced the research background, research significance and research methods; the chapter two introduced the theoretical foundation and the relevant literature review; the chapter three analyzed the current situation of telecom retail industry development as well as the operator’s own entity channel and then demonstrated the necessity of own terminal entity channel construction; The chapter four introduced the construction strategy of Chinese telecom own terminal entity channel from the new site selection perspective; the chapter five clarified the approach to conduct better experiential marketing of mobile internet era and strengthen the store operation capacity after the completion of Chinese telecom own terminal entity channel construction; the chapter six reached the conclusions.