Systematic Research About Sichuan Mobile Communication Corporation Build Up Mobile Service Marketing

Since 1990's, mobile communication has had a high-speed grovvth in the promotion of economy & technology. At present, mobile communication has become the tele鎜m trade that has the most profitable ability, the vastest future, while the fiercest competition. Being one mobile communication service supply, Sichuan Mobile Communication Corporation (SMCC) is facing some new problems as it grows rapidly in the huge business and fierce competition. It mainly shovvs as the follovving: l. The ratio of low value customers becomes bigger; 2. The leave of customers is serious; 3.The average charge of customers is in low level; 3. The pri鑕 war continues, and low pri鑕 promotion is common; 4. The competition advantages are disappearing; 5. The amount of payment default is huge; 6. China Unicom vvith technology CDMA tries to seize SMCC's high value customers. And the market of mobile communication service supply will be influenced after China joins the WTO.Facing these problems that exists in SMCC's marketing, and according to fact situation, I completely analyzed SMCC's marketing environment and competitive pattern, deeply investigated the market business and challenge faced by SMCC. On the basis of mobile products or service's features, combined vvith national & international research about marketing and service marketing, I achieved conclusion as follovving: l. The strategy that SMCC's expands the market by developing new customers is unsuitable to the market competition. 2. To keep obvious advantages in market competition, SMCC must establish mobile service marketing focuses on increasing customers' satisfaction. 3. Investigate customers' satisfaction and analvze the results on fix date, so improve service and increase customers' satisfaction. 4. SMCC should emphasis on creating excellent figures, making a service promise to the society, strengthening creditable customers marketing, improving the network quality and using flexible pri鑕 tactics.There are some innovations in this article. 1. Build up the customers' developing model of SMCC by using current analysis way, and predict the amount of customers in 2002 year. 2. First introduce the mobile service marketing's concept as the 鎜re of increasing customers' satisfaction, reveal the logic connotation of mobile servicemarketing. 3. Designed the investigation model for SMCC customers' satisfaction, and the sample method and sample frame.Pushed ahead by the tide of the integration, Information and intemationalization of the world, mobile communication is facing excellent developing chance. Chance and challenge co-existed, how to keep the competition advantages and bring about SMCC's continuous development is the most important to SMCC. I devoutly hope that this article will give a hand to SMCC's development.