2．开展电子渠道销售产品的优化和业务流程改造工作。对适合于电子渠道销
售的产品进行筛选和优化，对影响客户办理感知的业务流程进行改造，以提高客
户在电子渠道办理业务时的便利性，给客户以良好的感知。
3．开展电子渠道精确营销工作。针对电信运营系统中的各类业务数据建立采
集和分析模型，选取电子渠道营销所需要的目标客户数据，开展针对性的精确营
销工作，可以大大提高电子渠道营销的成功率。
4．制定有效的绩效考核办法。针对分公司和实体渠道推广人员，分别制定不
同的考核办法，有效解决渠道冲突问题，提高电子渠道在各地的推广普及。
关键词：电子渠道，业务流程改造，精确营销，数据仓库，绩效考核
II
ABSTRACT
With the development of computer information technology and communication
technology, especially the mobile Internet era, telecom operators now step into the full
service operation period. All operators focus on how to develop business efforts in order
to seize the market opportunity. Due to successful application in related industries and
foreign operators' experience, electronic channels provide important ideas and lessons
for domestic operators. China Telecom as the mobile business after-entering, on one
side it needs to develop channels for expanding the scale of mobile user, on the other
side it also urgently needs to find more economic and effective way to realize intensive
operation, for the reason of saving costs, improving efficiency and expanding business.
Therefore, electronic channel becomes the very important and urgent developing
channel for China Telecom.
In this context, Guangxi Telecom has been committed to the electronic channel
construction, and strives to make it play a good role in the business development. This
article focus on the base of analyzing and comparing advantages and disadvantages of
three big domestic operators in the electronic channel construction, especially the
present situation of Guangxi Telecom in electronic telecommunications channel
operation, finding out the influence and restriction of Guangxi Telecom electronic
channel operation level factors, mainly concentrated in the organization, function
construction, system support, operating promotion, and based on the existing problems
and factors of specific research and analysis, putting forward specific proposal:
1. Construct efficient electronic channel operation system. With to establishment of
special operations and to optimize of IT support system, establish a professional and
efficient team of operating support system to lay a good basis for the operation of
electronic channels.
2. Develop product optimization and business process transformation work of
electronic channel sales, screening and optimizing suitable electronic channels for
product sales, transforming business process which influencing customers’ perception,
to enhance business convenience in electronic channels for customers.3. Develop precise marketing of electronic channels. Establish the acquisition and
analysis model on the base of targeted precision marketing of all types’ business data;
we can greatly improve the success of electronic marketing channel.
4. Formulate effective performance appraisal method. According to the company
and entities channel promotion personnel, respectively formulate different evaluation
methods, for the purpose of solving channel conflict problems, improving the electronic
channels around the popularization.
Key words: electronic channels, business process reengineering, precision marketing,
data warehouse, performance evaluation
==>>