On Marketing Channel Optimization Based On O2O Business Model Of Y Communications

In recent years, with the development of internet and mobile communication technology as well as the popularization of smart phones, E-commerce has experienced a period of rapid expansion and new business models such as B2B, B2C and C2C appeared successively, influencing people’s way of life and changing their patterns of consumption. As a burgeoning channel, internet was attached more and more importance to by many enterprises, no matter traditional or internet businesses. They seek to integrate and optimize their existing multiple channels so as to satisfy the new demands of customers.020 is one of the many new models of E-commerce. It takes full advantage of both hypostatic and internet channels by integrating them through data and information platform in customers’consumption experiences, thus breaking the time and space limit of the traditional models of consumption and meeting customers’demand of shopping and consuming whenever and wherever possible. In the new conditions of fierce market competitions, Y communications, as a traditional telecom operator, faces the same problems of channel transition and optimization.This thesis takes as its targets the problems that traditional enterprises encounter in the process of channel transition and optimization and focuses on the relevant theories about channel conflict management. Through summary of the various kinds of new models of E-commerce in the era of information technology and analysis of the changes of consuming behaviors and the situations of market competition, this thesis reaches the conclusion that the development of information technology and the appearance of new models of E-commerce make it a necessity for the enterprises to adjust and optimize the channel structure and the identification of channel function to meet the new demand of market competition.On the basis of the above study, this thesis further analyzes the O2O business model and its related cases, summarizes its operating process and key factors, explores the function it plays in channel integration and channel conflict management solution. Taking into consideration the present channel situations of Y communications and the characteristics of telecom industry, this thesis brings up the marketing channel optimization strategies based on O2O for Y communications in order to establish a benign channel operation system, fully realize its key function in satisfying customer demand and promoting business sales, and achieve marketing channel optimization, including:Firstly, to accelerate the function transition of hypostatic channel and to exploit its advantages to the full in on-site experiences and services; to reorient the functions of difference types of hypostatic channels so as to establish a hypostatic channel system in the form of specialization and cooperation.Secondly, to emphasize on and engaging in the construction of internet channel with the objective of building a unified, influential and appealing internet channel.Thirdly, to build a unified channel management platform in order to realize centralized support and operation management of hypostatic and internet channel; to formulate unified cross-channel business and service processes so as to offer standardized business service for customers.Fourthly, to break the traditional commission system of revenue split and to establish a channel commission system with the objective of protecting and increasing the interests of customers.