| With the rapid growth at full speed for 10 years, the mobile communication trade of our country is stepping into matured period. China has already become the largest mobile communication market in the world.After having reformed for many years, the mobile communication trade has formed a competition pattern between double oligarchs. But at the same time , the gate to the market will be unlocked gradually. Therefore, the whole mobile communication market will become more and more complicated.As the first communication operator offering service on the domestic market of China, China Mobile has an overwhelming majority of group visitor and obtain the biggest advantages as the forerunner. It is one of the main purposes to study how China Mobile continues to keep the first position in market share in the matured period on communication market. According to the famous "20/80"theory, 80% of profits are created by 20% of the group visitor. Therefore, keeping,maintaining and developing the loyalty of group visitor must become the primary job of China Mobile.Firstly, the thesis analyzes the marketing environment from practice, points out development trends and competition status of mobile communication and then further investigates opportunity and challenge that China Mobile faces under the fierce marketing situation. Secondly, on the strategy of service marketing, the thesis explains domestic and foreign foundation and some key actions to maintain a good relation.On the basis of the study in service marketing at home and abroad as well as the author's working experiences in three years, the thesis fully embodies the trait of group visitor. The concept of the service system of "alliance of different trades" is introduced and the construction method of " 'Gotone' club" is put forward. The three kinds of analytical methods are used as followed: combining theory with practice, combining quantitative analysis with qualitative analysis and comparing with all aspects of the situation. |
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