Research On E-channel Operation Strategy Of China Telecom Hn Branch In 5G Era

At present,China's communication market has gradually entered a mature stage,and the per capita possession of mobile phones has reached 1.14(by the end of 2019).As China Broadcasting Network Corporation Ltd(CBN)obtains the basic telecom operation license and 15 virtual operators formally obtain the operation license,the market competition in the telecom industry will become more fierce.At the same time,the relevant government departments have put forward the requirements for telecom operators to reduce the sales expenses.How to use the limited resources to gain the advantageous position in the market competition has become the key to the marketing work of China Telecom HN Branch.With the rapid development of internet,electronic channel has become an important service and sales channel for telecom operators.The operation of electronic channel,a new channel with great potential and high efficiency,is the direction that China Telecom HN Branch must study and apply in the 5G era.This paper analyzes the basic situation of China Telecom HN Branch,analyzes the macro,medium and micro environment faced by the company,analyzes the problems existing in the electronic channel and the causes of the problems through the questionnaire survey of external users and internal employees,and proposes the operation strategy of the electronic channel:1.Determining the service target by improving user satisfaction,establishing a brand of electronic channel service with high market recognition,consolidating the basic service capability,and supporting intelligent service with big data.2.Building the core competitiveness of e-channel on sales area,through improving the capacity of self-run platforms to collect traffic,expanding internet cooperation and refined process control.3.Combining electronic channels with physical and direct channels,and carrying out coordination through three modes: the electronic channel leading mode based on the entity channel drainage,the entity direct marketing channel leading mode based on the electronic channel publicity drainage,and the omni channel coordination mode,so as to guide the coordinated development of various channels and achieve win-win results.4.Organizing effective publicity of electronic channels by using platforms such as direct entity channels,SMS,electronic channels and internet.In order to ensure the implementation of the operation strategy,this paper formulates corresponding safeguard measures in product,technical support,management system,performance evaluation system and other aspects.This paper combines theory with practice,based on solving the practical problems encountered in the electronic channel operation of China Telecom HN Branch,and puts forward practical operation strategies.It hopes to get practical application in the electronic channel operation of China Telecom HN Branch in the5 G era,and to have certain reference significance for the electronic channel operation of the same industry.