摘要
随着移动互联网技术的快速发展、电信行业3G牌照的发放以及运营商
的整体笊纟II.,客户的业务需求和渠道偏好发张了巨大的变化。电子渠道以
其高效率、低成木、+受时问和地域的限制的优势迅速赢得了客户的青睐,
极大的提升了客户满意度和忠诚度。如何通过有效的发展和运营策略,引
导和培养客户的电子渠道使用习惯,成为渠道转型吋期电信运营商需深入
研究的课题之%
本文以山西移动电子渠道为研究对象,通过对电子渠道的概念、特点
及相关理论的分析,在对国际、国内优秀企业的电子渠道发展进行研究分
析的基础上,深入分析了山西移动电子渠道发展过程中存在的种种问题。

从“便捷高效服务,提升电子渠道运营能力”的角度出发,围绕发现问题、
分析问题、解决问题的f路,提出了山西移动电子渠道发展策略,旨在为
山西移动3-5年内电子渠道的发展提供参考。

关键词:山西移动电子渠道服务营销发展策略
ABSTRACT
With the issuance of 3G licenses, telecom carriers' restructuring and
the rapid development of mobile Internet, the customer's business needs and
channel preference changes greatly. Electronic channels with its
high efficiency, low cost, without the advantage of time and
geographical limits won the favor of customers and enhanced customer
satisfaction and loyalty. How to cultivate the customers to use electronic
channel consumption habits and further enhance customer value through
effective development and operation strategy become the telecom operators
business’ focus topic in the period of channel transition.
This paper take the Shanxi mobile electronic channels as the research
object, based on the concept of electronic channels, characteristics and the
related theoretical analysis, through development of the international,
domestic enterprises outstanding electronic channel, analyzed Shanxi
mobile electronic channels' variety of problems of existence in-depth. From
the angle of convenient and efficient services, enhance electronic channel
operation abilities to find the problem, analyze and solve the problems,
bring up the development strategy of Shanxi mobile electronic channels,
provide the reference development strategy of Shanxi mobile 3-5 year's
electronic channel.
KEY WORDS: Shanxi mobile; electronic channels; service marketing;
development strategy