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The Study of Development Status and Strategies of Dongguan Mobile’s Electronic Channels

Author: YuLei
Tutor: ZhangZiGang
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Dongguan mobile Electronic channels Electronic commerce Operations strategy
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 165
Quote: 0
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Abstract


With the development of communications technology and Internet technology, electronic channels has become an integral channel for marketing and customer service in the communications industry, which was the add channels of the physical channels in the past. The operational efficiency of electronic channels will be an important factor to decide the future competitive position of telecom operators. Dongguan’s communications market potential is in a leading position in the country; it is also one of the most competitive cities for operators. Therefore, Dongguan Mobile is necessary to launch a more in-depth study on the operating mode and development strategies of electronic channels. Hence, they can full play the replacement value of the remuneration of electronic channels and promote enterprise in the local market share.This paper firstly has an overview of the development status and industry competitive situation of China Mobile electronic channels; it employs the analysis methods of SWOT to analyze the internal and external environment for China Mobile, and points out its advantages and disadvantages in competition. Then from the angle of Local Area Networks, the development of Dongguan Mobile’s electronic channels over the past year and main features of the four core electronic channels are studied systematically. On this basis, the paper studies the use of market research methods, combined with analysis and survey results, moving from Dongguan Mobile’s actual situation, has developed the next phase development strategy of electronic channel. It proposes to unite portal and establish a unified publicity and promotion system, which will enhance the awareness and usage of electronic channels. it also recommends to develop mobile client to deep mining customer demand to carry out marketing and services for target customers precisely. At last, it proposes to establish municipal e-commerce operating system to promote its own products and business sales, achieving the transition from "Stream" to "E-commerce" for electronic channels.

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CLC: > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management
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