【作者】 谢华；

【导师】 赵学锋；

【作者基本信息】 华中科技大学 ， 物流工程， 2012， 硕士

【摘要】 随着我国通信行业的发展，电信运营商竞争程度不断加剧。如何以优异的服务满足客户多样化的需求，已成为电信运营商竞争的关键所在。作为服务的重要载体，电子渠道由于高效、低成本、现代化的特性，已成为运营商宣传、销售产品和提供服务的一个重要途径。电子渠道也已经成为运营商降低运营成本、提高运营效率、改善客户体验、提高客户满意度和忠诚度、实现经济运营的主要手段。加强电子渠道建设，探索电子渠道发展策略将成为中国移动提升核心竞争力的重要战略。本文首先介绍了电子渠道的相关理论、现状，指出了电子渠道发展的五个阶段及发展趋势，分析了电子渠道的特点和优势。接着分析了中国移动的电子渠道体系，从系统建设、运营两个方面总结了中国移动在电子渠道发展中存在的主要宏观问题。在论文的第四部分，通过市场调研，从电子渠道的知晓率与使用状况、用户使用偏好、用户评价等几个角度分析了中国移动电子渠道的市场现状，得出了一些结论。最后结合中国移动电子渠道面临的主要问题及市场调研结果，给出了中国移动电子渠道的发展策略。这些策略包括：建立以客户体验为中心的自有电子渠道体系及利用社交平台建立快捷的互联网分销渠道的电子渠道建设策略，和以CSP为核心，建立完备的营销策划执行流程、采用创新营销方式的电子渠道深度运营策略。本文的研究结果能为中国移动等电信运营商的电子渠道建设和发展提供借鉴和参考。更多还原

【Abstract】 With the development of telecommunications industry in China, the competition ofthe telecom operators is increasing day by day. It has become the key of the telecomoperators to compete that how to meet the diverse needs of customers by providingoutstanding services in the market. As an important carrier of the service, and with thecharacteristic of high efficiency, low cost and modern features, Electronic channel hasacted an main way of the publicity and marketing for the telecom operators to provideproducts and services. Electronic channels has also become the primary means for thetelecom operators to lower operational costs, improve operational efficiency, improve thecustomer experience, customer satisfaction and loyalty and achieve economical operation.So, for that reason it’s, it will become an important strategy for the China Mobile toimprove the core competitiveness that China Mobile strengthen the construction ofelectronic channels and explore the e-channel development strategy.Firstly the paper illustrated the basic theory, the moment situation and developmenttrend of electronic channels, and indicated the five stages of the development ofelectronic channels, analyze the characteristics and advantages of electronic channels.Then I analyze the electronic channels system of China Mobile, and summarize the mainissues of the electronic channels of China Mobile from the two aspects of systemconstruction, operation. In the fourth part, the paper analyze the application status of theelectronic channels of China Mobile from user awareness, user status quo, usepreferences and user feedback through market research, and obtain some significant result.Finally, I propose the development strategy of the China Mobile’s electronic channels bycombining the main problem summarized in the third chapter and the results of marketresearch that China mobile should build an electronic channels system around customerexperience and a fast Internet distribution channel on SNS platform, and execute a advanced operation strategy surrounding CSP by establishing a comprehensive marketingplan execution process, using innovative marketing methods. I hope it will providereference for development of electronic channels of China Mobile and other telecomoperators.更多还原