| With the participation of virtual operator and the coming of 4G era, the telecom operator is confronted with increasingly more fierce competition. In the face of the OTT(Over the Top) of mobile internet as a substitute, the operator also faces the risk of declining income and profit. As a main channel for the service and marketing, the electronic channel has the advantage of low cost and high efficiency. Hence, it has played an important role in reducing the cost and increasing the operating income for the operator.Founded in May of 2011, the E-channel Operation Center of China Mobile is attached to the head office of China Mobile. It is in charge of building and operating the electronic channels for the group. By taking advantage of electronic channel, it can effectively support the development strategy of operating the traffic, reducing the cost and enhancing the efficiency. However, the electronic channel of the group is also faced with some problems, such as the poor ability of service and marketing, lack of collaboration and undesired user experience. As a member in the operation center, the author feels it quite necessary to study the development strategy of the operation center and thus bring its value into full play. By adopting the theory and research methods of management science, this paper has analyzed the key factors influencing the development of the operation center. In addition, the author has also laid out the development strategy in a systematic manner.After introducing the concept and feature of electronic channel, this paper has reviewed the development process of electronic channel as well as looked forward on its future. With the theories of channel design, long tail, service marketing and strategic management, this paper has made a theoretical study of the development strategy of the E-channel operation center. It is proposed that the development strategy of operation center should live up to the requirement of the new era.What is more, the author has also deeply looked into the current situation of typical enterprise E-channel at home and abroad. After referring to the experience of developed countries such as USA and Japan, this author has analyzed the E-channel development of its rivals, namely China Unicom and China Telecom. The electronic channel developed by leading companies in other industries has been also used for reference. With the proper tools for strategic analysis, the author has employed some methods for management science, including PEST analysis, five-force analysis, EFE matrix analysis, CPM matrix analysis and value chain analysis, to analyze the internal and external environmental factors regarding the E-channel operation center in China Mobile. The author has also made a diagnosis of the problems existing in the development strategy. By conducting SWOT matrix analysis and GSM matrix analysis, the author has proposed a backup development strategy for the operation center. With the aid of the QSPM matrix analysis, the author has selected and evaluated the backup development strategy as well as designed the overall development strategy.According to the planning of overall development strategy, the author has laid out the implementation strategy in six aspects and offered the guarantee measures in four aspects.By combing theory with practice, this paper has come up with some feasible methods. It is hoped that the research result of this paper can provide reference for China Mobile and other telecom operators in developing the electronic channel. |
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