| The market of mobile communication industry has been changed from seller's market to buyer's market after a decade more of rapid development while its competition is also increasing. Mobile service providers are required to know the consumptive diversities of customers, expand more services, erfect customer care and improve the quality of network communication as well. In order to be strong competitor, providers should establish the strategy of business extension, perfect current business mode, implement the differentiation and individuation marketing, and improve the degree of customers'product experience. And then potential customers will be real ones.The paper discussed the background of differentiation marketing and basis of its theory. By analyzing of customers'requirements it is shown that differentiation marketing is a trend of marketing. The paper also explained several strategies to complete differentiation marketing and how to operate in the community-based mobile market. A roam management of community-based bases was proposed through analysis of network status in Sichuan Unicom and BSC/LAC operation mode less applicability.The solution is to locate the position of user calling accurately by decomposing/analyzing CAMEL signaling and utilizing intelligent network technology. The individual services will be provided to specific person based on his/her position. The paper gave details of principle and implementation of community-base roam management, in the mean while it presented some suggestions on the respective differentiation marketing and management mode. |
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