Research On Electronic Channel Operation Strategy Of Prefecture-Level Mobile Operators

With the rapid development of science and technology, mobile phones, computers and other products have become increasingly popular, greatly promoting the development of communication industry in China. In recent years, due to continuous eating of E-business operators, virtual operators and the like, the development of channels of traditional operators has got into trouble and three major operators have simultaneously accelerated the development of electronic channels. However, there are still many problems in the aspect of electronic channels of China Mobile at present.Based on this background, by taking China Mobile in Z city as a main research object, this paper performed research and analysis about the operating strategies of the electronic channels by adopting literature research, comparative analysis, case combination and other writing means and applying STP theory, SWOT analysis, internal and external environmental analysis of corporate and other theoretical knowledge. Firstly, the related knowledge of the electronic channels of the China Mobile in the Z city and the existing problems were summarized and analyzed by referring to a lot of domestic and overseas literature; then, the internal and external environments of the corporate were discussed and analyzed for the electronic channels of the China Mobile in the Z city, wherein the external environments mainly included policy environment, technical environment, economic environment, social environment and industry environment, the internal environments mainly included three aspects, namely corporate culture, resources and ability, and it was found that the main advantages of the China Mobile in the Z city in the development process of the electronic channels were focused on large customer base, strong 4G network infrastructure, perfect support platform and abundant customer behavior data, the disadvantages included conservative thinking of operation staff of the electronic channels, relatively inflated corporate departments and complex working process flow, the chances lied in the advantage of firstly using 4G and huge contacts with the customers, while the threats were mainly derived from government regulations, Internet companies, terminal manufacturers and other two major operators; then, according to the STP theory, market segmentation, market targeting and market positioning of the electronic channels of the China Mobile in the Z city were defined, and the customers of 21-40 years old were defined as the target customers; and finally, based on the actual situation of the China Mobile in the Z city and the actual work of myself, corresponding construction strategy, propaganda strategy and internal management strategy were stipulated. It is hoped that, through the research of this paper, the marketing development of the electronic channels of the China Mobile in the Z city can be better promoted.