Research On Internet Channel Construction Strategy Of China Mobile

Internet channel is a channel model which is based on the Internet platforms and tools,it will transfer the marketing and service from the traditional physical stores to the Internet.The Internet channel with its low cost,high coverage,7*24 hours of service and other advantages,to provide a broad space for enterprises to promote their products and services;at the same time,the Internet channel quickly become a high-speed development of the channel model because of its direct user-oriented features,which reduce the work link for enterprises to provide products and services,so that it is much more easier to grasp users’ behavior directly and comprehensively for enterprises.Although there are many enterprises to construct the Internet channel,but now in the system of telecom operators,the mature and global solution,which is suitable for Mobile telecom carrier is still lack for reference.In view of China Mobile Internet channel planners,using writer’s personal experience of participating in China Mobile Internet channel construction projects as the breakthrough point,based on the demands of China Mobile national Internet channel construction,then with the guide of the important theory of Internet channel construction,this paper will discuss and analyze the construction plan,and propose a further construction strategy.First of all,this paper analyzes the existing problems of China Mobile channel from the China Mobile internal and external environment and channel construction of historical situation,and puts forward the view that China Mobile’s traditional channel transformation and the development of Internet channel are imperative.Secondly,this paper combines the 4D" marketing theory,channel conflict theory,customer relationship theory,wet marketing and other theories,and links with China Mobile’s actual business,from internal and external demand analysis,channel structure,channel relationship and positioning,Product matching,management organization,technical system architecture,marketing strategy,etc.,comb and extract the China Mobile Internet channel package construction strategy.Finally,through the analysis of the operation data of China Mobile Internet channel during the past years,the results show that the development of Internet channel are demonstrated,and further quantify the capital gains achieved by China Mobile Internet channel construction strategy from the aspects of cost input and benefit output.