Research On Development Strategy Of E-commerce Operation Center In XX Mobile Communications Corporation

With the development of communication technologies,communication services have been an indispensable part of the social economy.However,after entering the Internet era,Internet services have a great impact on traditional communication services.China Mobile Communications Group was established in 2000.In the first half of 2017,China Mobile's net profit was RMB 62.7 billion.Although it increased by 3.5%yearonyear,with comparison of past performance it was still lower than its middle of 2013.The traditional voice and message services continue to decline,and wireless Internet access account for more than 50% of the total revenue of communications services.However,as the national policy of reducing fees and accelerating net speed,the income growth of communication enterprises trend is slowing down.All these indicate that the policy dividends are gradually disappearing.How to deal with the penetration of Internet OTT services and how to grasp the initiative of the Internet economy,rather than just being the support for the underlying communication technology capabilities,is already a key project of the Group's strategic planning.Established in 2012,the XX Mobile E-Commerce Operations Center is one of the earliest Internet businesses in the China Mobile Group,and operates independently for its own profits and losses.Relying on the policy support of the Group and XX Mobile,its own powerful charging capabilities and product innovation capabilities,it has been continuously developing in the past five years.Currently,it manages the handhold and online business hall of XX Mobile,be responsible for operating electronic channel business processing,terminal marketing,Internet finance,payment transaction,member center,and life-oriented businesses,with an annual transaction of nearly 10 billion RMB.However,the e-commerce center is also exposing the problems of lacking of strategic planning,leading to several adjustments in the development direction,also products aging,with weak management and operation capabilities.Based on the theory of enterprise strategy,the article analyzes the theory of strategic management process,and focuses on the three theoretical tools of PEST,Porter's five forces model and SWOT analysis.Through the specific case analysis of the XX mobile e-commerce operation center,with the center's external macro environment and industry environment the article analyses the strategy of the center.The article focuses on analyzing the complex internal environment of the company,with the financial status,main business conditions,organizational structure,and the center culture,and summing up the advantages and disadvantages of the e-commerce center,and analyzing the strategy that the center should adopt.The article involves analyzing the business lines,strategic choices,and implementation guarantees.Finally,the author summarizes the full text and puts forward the prospect of the future development of e-commerce center.The process and conclusions of this paper have certain reference significance for the transformation and upgrading of telecommunication operators' mobile Internet industry in China.