Research On The Optimization Of China Mobile Group Liaoning Co.,Ltd. Electronic Channel Management

Electronic channel is a new type of self-service marketing channel,which is constructed by the communication operator to meet the customer's real-time and convenient service needs.With the rapid development of the Internet technology and electronic commerce technology,customers prefer to access to goods and services through the electronic channels,and the communication operators also have begun to actively try to create the electronic channels for the future main channel of service marketing and the new positions of Internet marketing.After experienced the evolution path from information transmission to service,and then to sales,China Mobile Group Liaoning Co.,Ltd.electronic channel has been initially constructed a multi service electronic channel system,which including self-built channels and external cooperation channels.But in the process of transformation,it faced up lots of problems,such as irrational channel structure and unsuitable channel management,and also has not yet formed a large-scale sales service capabilities.So it is necessary to optimize the channel structure and management.This paper takes the China Mobile Group Liaoning Co.,Ltd.as the research object.First,systematically expounds the basic theories and methods of marketing and channel management.Second,learns the experiences from other successful electronic channel operators.Third,analysis and find out the channel problems of China Mobile Group Liaoning Co.,Ltd.electronic channel.Last,put forward channel structure optimization suggestions and channel management improvement measures,which can help the company Internet transformation and long-term development.