中国移动电子渠道建设策略研究
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摘要
随着国内通信电子技术的发展,以及电信网、广电网和互联网的进一步融合,为用户提供电子化服务已成为不可逆转的潮流。在此基础上,电信业渠道的概念产生了更广泛的外延,这同时也引发了电信运营商的渠道变革——电子渠道的兴起。未来,电子渠道将成为运营商宣传、销售产品和提供服务的一个重要途径。如何充分发挥电子渠道的服务职能,以及在做好服务的基础上发挥电子渠道的营销和销售职能,将成为中国移动提升核心竞争力的重要战略之一。加强电子渠道的建设将帮助运营商在新的市场竞争中获得优势,助力新业务的深度运营,拓宽从企业内部到客户的通道。
本文首先介绍了研究电子渠道的基础背景知识和研究意义,接着分别详细介绍了泛行业及电信业电子渠道的概念、特性及特点。在此基础上,作者分析了运营商电子渠道发展的现状及所存在的问题,并着重从长尾理论的角度对电子渠道的未来发展趋势做了深入的研究。在论文的第四部分中,作者详细分析了泛行业及其他运营商发展电子渠道的经验。以此为借鉴,最后给出中国移动新业务面向未来的电子渠道建设策略和建议。
With the development of the telecommunication and electrical technology in China and the convergence of the telecommunication network, the TV network as well as the Internet, it's a trend to provide the e-services to the users. Based on that, the concept of the telecommunication channel is extended more broadly, which also causes the revolution of the telecommunication operators' channels - the electronic channel grows up. The electronic channel will become a critical approach to publicize and sale products as well as provide services in the future. So how to utilize the electric channels' service functionality and the sales functionality based on the service functionality will be one of the important strategies for China Mobile to improve its core competitiveness. Enhance the construction of the electric channels will help the operators to gain the vantage in the market competition and boost the new services' operation as well as broad the channels from the customers to the internals of the company.
This paper first introduces the electronic channel's background knowledge and the research meaning then presents the concept, feature and characteristic for both generic electronic channel and telecommunication electronic channel. Based on that, the author analyzes the electronic channel's current status and existing problems and studies deeply on the future of the electronic channel using the long tail theory. The author analyzes how the operators and the companies in the other area develop the electronic channel in the fourth part of the paper. Based on that, the author proposes some suggestion and strategies to construct the electronic channel in the future for China Mobile.
本文首先介绍了研究电子渠道的基础背景知识和研究意义,接着分别详细介绍了泛行业及电信业电子渠道的概念、特性及特点。在此基础上,作者分析了运营商电子渠道发展的现状及所存在的问题,并着重从长尾理论的角度对电子渠道的未来发展趋势做了深入的研究。在论文的第四部分中,作者详细分析了泛行业及其他运营商发展电子渠道的经验。以此为借鉴,最后给出中国移动新业务面向未来的电子渠道建设策略和建议。
With the development of the telecommunication and electrical technology in China and the convergence of the telecommunication network, the TV network as well as the Internet, it's a trend to provide the e-services to the users. Based on that, the concept of the telecommunication channel is extended more broadly, which also causes the revolution of the telecommunication operators' channels - the electronic channel grows up. The electronic channel will become a critical approach to publicize and sale products as well as provide services in the future. So how to utilize the electric channels' service functionality and the sales functionality based on the service functionality will be one of the important strategies for China Mobile to improve its core competitiveness. Enhance the construction of the electric channels will help the operators to gain the vantage in the market competition and boost the new services' operation as well as broad the channels from the customers to the internals of the company.
This paper first introduces the electronic channel's background knowledge and the research meaning then presents the concept, feature and characteristic for both generic electronic channel and telecommunication electronic channel. Based on that, the author analyzes the electronic channel's current status and existing problems and studies deeply on the future of the electronic channel using the long tail theory. The author analyzes how the operators and the companies in the other area develop the electronic channel in the fourth part of the paper. Based on that, the author proposes some suggestion and strategies to construct the electronic channel in the future for China Mobile.
引文
[1]许正文,《传统分销渠道的发展》,计算机世界,2000.2
[2]唐守廉,《电信服务质量与服务营销》,北京邮电大学出版社,2000.5
[3]张志伟,《亚马逊网络书店传奇》,北京,中信出版社,2000.1
[4]《电子客票在航空业的应用》,网络与通讯,2006.11.24
[5]《固网运营商网上渠道策略》,Ovum报告,2005.11.18
[6]杨米沙,《广东电子银行渠道整合与创新》,商业时代,2006年01期
[7]肖金学,《电信企业营销管理》,北京大学出版社,2001
[8](美)安德森,乔江涛译,《长尾理论》,中信出版社,2006.12
[9]许亚伟,《中国移动渠道策略分析》北京邮电大学,科技论文在线,2008.2
[10]郭蓓,《电子商务环境下消费者的购买决策分析》,电子商务技术,2002.3
[11]王方华,《营销渠道》,上海交通大学出版社,2005.1
[12]Amato-McCoy.Deena:Web bank plans to enable TV access.Bank systems &Technology 35(1):25.1998 Jan.
[13]Orenstein.Alison F:Internet Banking Bank Systems & Technology 35(2):24-30.1998 Feb.
[14]Clayton.Michelle:Monitoring PC and Internet Banking America' s Community Banker.T(6):16-21,1998 Jun.
[15]Totty.Patrick:Remote Banking Credit Union Magazine 64(7):71-74,1998 Jul.
[16]Orr ·Bill:Community banks guide to Internet Banking.ABA Banking Journal 90(6):47-53.1998 Jun.
[17]Tony Gandy:Banking In E-space:The Banker.145(838):74-75 1995 Dec.
[18]Talmor.Sharona:Internet bank is up for sale.The Banker.147(862)J:75-76.1997,Dec.
[19]Michael D.Hutt,Business Marketing Management,Thomson Learning,2001
[2]唐守廉,《电信服务质量与服务营销》,北京邮电大学出版社,2000.5
[3]张志伟,《亚马逊网络书店传奇》,北京,中信出版社,2000.1
[4]《电子客票在航空业的应用》,网络与通讯,2006.11.24
[5]《固网运营商网上渠道策略》,Ovum报告,2005.11.18
[6]杨米沙,《广东电子银行渠道整合与创新》,商业时代,2006年01期
[7]肖金学,《电信企业营销管理》,北京大学出版社,2001
[8](美)安德森,乔江涛译,《长尾理论》,中信出版社,2006.12
[9]许亚伟,《中国移动渠道策略分析》北京邮电大学,科技论文在线,2008.2
[10]郭蓓,《电子商务环境下消费者的购买决策分析》,电子商务技术,2002.3
[11]王方华,《营销渠道》,上海交通大学出版社,2005.1
[12]Amato-McCoy.Deena:Web bank plans to enable TV access.Bank systems &Technology 35(1):25.1998 Jan.
[13]Orenstein.Alison F:Internet Banking Bank Systems & Technology 35(2):24-30.1998 Feb.
[14]Clayton.Michelle:Monitoring PC and Internet Banking America' s Community Banker.T(6):16-21,1998 Jun.
[15]Totty.Patrick:Remote Banking Credit Union Magazine 64(7):71-74,1998 Jul.
[16]Orr ·Bill:Community banks guide to Internet Banking.ABA Banking Journal 90(6):47-53.1998 Jun.
[17]Tony Gandy:Banking In E-space:The Banker.145(838):74-75 1995 Dec.
[18]Talmor.Sharona:Internet bank is up for sale.The Banker.147(862)J:75-76.1997,Dec.
[19]Michael D.Hutt,Business Marketing Management,Thomson Learning,2001