东莞移动电子渠道发展现状与策略研究-工商管理专业论文.docxVIP

摘 要 随着通信技术与互联网技术的发展，电子渠道已经从过去作为实体营业厅的补 充渠道发展成为通信企业不可或缺的市场营销与客户服务的主营销渠道，电子渠道 的运营效率将成为通信运营商未来竞争地位的重要影响因素。东莞的通信市场潜力 在全国处于领先地位，也是运营商竞争最为激烈的地市之一。因此，东莞移动有必 要对电子渠道的运营模式与发展策略进行更加深入的研究，充分发挥电子渠道的酬 金替代价值，促进企业在本地市场的占有率。 本文首先对中国移动电子渠道的发展现状与行业竞争态势进行了概述，运用 SWOT 分析模型对中国移动电子渠道发展的内外部环境进行了分析，指出了中国移 动电子渠道在通信行业竞争过程中的优劣势。然后从本地网的角度，对东莞移动电 子渠道近一年来的发展状况与四大核心电子渠道的主要特征进行了系统研究。在此 基础上，本文运用市场调研的研究方法，结合分析与调查的结果，从东莞移动的实 际情况出发，制定了东莞移动电子渠道下阶段的发展策略：统一门户，建立统一的 宣传推广体系以提升电子渠道的知晓率与使用率；开发手机客户端，深度挖掘客户 需求，针对目标客户开展精准化的主动营销与服务；建立市级一体化的电子商务运 营体系，提升自有产品与业务销售，实现电子渠道从“服务分流”向“电子商务” 的转型。 关键词：东莞移动 电子渠道 电子商务 运营策略  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 wit