Research On The Development Strategy For China Mobile 12580 Service Based On Experience Economy

Drawing the successful experience of Internet search engine, using the resource advantage of net and user, domestic and foreign telecom operators set foot in the market of voice search successively. China Mobile, which is during a strategic transition, launched 12580 portal of integrated information. After one year, China Mobile 12580 Service has achieved certain development, but hasn't formed its differentiated characteristics. It is serious homogeneous with competitor's service. In the face of diversified need of public customers and the increasingly fierce market competition, China Mobile how to run 12580 service deeply is becoming an important problem. Profoundly study on it has important practical significance.With the improvement of the human being's living standard, their demand level is advancing. Following the Commodity Economy and Service Economy, the Experience Economy has been a new mode of economy. In telecommunication industry, as a service industry, what the Telecom Subscriber needs is the product that could provide well experience. The User-experience is one of the key competitive powers of telecom operators in the future.The paper adopted methods of Literature Review, Empirical Study, Benchmark Analysis, and so on. Based on the analysis of development status and competition environment, introducing the idea of experience economy into the development of China Mobile 12580 Service, applying the user experience management thinking, combining the theoretic knowledge of Economics, Management science, Marketing and Enterprise Strategy Management ,drawing practical experience of relevant enterprise home and abroad, the paper put forward that China Mobile 12580 Service should implement the competitive strategy based on the difference of customer experience, construct the frame of customer experience management which involves human resource management, service design, technology application and marketing, to cultivate characteristic advantage and ability step by step owing to the consumer experiences difference, to develop 12580 for an interactive multi-media centre of customer, to turn 12580 into information portal and platform of service develop and marketing, to make 12580 service play an active role in the transition of China Mobile Group.