The Effection Of The Service Marketing Management Of China Mobile In Achieving The Competence Advantage

Service Marketing is a range of managing action that is provided by the enterprises upon the request of the consumers. It dues to the deep knowledge about the consumers and changes the concept of the sales completely. As the key element of the new market situation, Service Marketing is benefit for the personalised and differentiated service and products which are paid more attention to .As a result of that ,not only are the enterprises able to know the request of the consumers faster and minuter than the competitors ,but also to meet the demands faster and better. It makes the enterprises improve the competence advantages without any doubt. Not only is China mobile responsible for the economic benefits, but also for the social benefits because of the special characteristic of the telecommunication. In order to be competent at the dual duty, China Mobile needs to break through the traditional idea and explores the more effectively method to achieve it. So, there is a tendency for China Mobile to employ the Service Marketing management.At the base of the idea that pursuing the consumers' satisfactory service ,China Mobile is trying to carry out the new sales pattern called Service Marketing from 2002. Its spirit is to be guided by the market and customers, taking the benefits as the managing principle to establish the pre-organization providing the mass preordered service according to the different customers group. In accordance with the character of the mobile communication,it establishes the muti-oriented ,wide-covered market system at different levels serving and sales in life in order to provide customized service and sales.China mobile has achieved remarkable progress by insisting on pursuing the market-oriented guiding principle, unswervingly pursuing business and service innovation to meet the request of the customers for these years.By means of the innovation spirit, China mobile has implemented the evolution of being a worldwide leader successfully. It continues to change the customers' request into the truth under the direction of the new sales idea. China mobile has became the leader and the propeller in the whole communication trades and implemented the evolution from "mobile communication export" to "mobile information export".In the article the meaning (significance) , the goal and the advantage about the principle of the Service Marketing are introduced first ,as well as the background ,the meaning and the main method which are carried out in the progress in response to the characteristics of the Group. The second, accepting the sales error and giving the solution as well as admitting the advantage about the Service Marketing .By the big achievement in the whole Service Marketing managing to make further introduction that the innovation is very important in the keen competitive market and the service is the main strength in winning the competition. The advantage and effective Service Marketing management system is the foundation if the company wants to win the competition. At last ,pointing out the problems staying in the Service Marketing and the effective solution about them by comparing China Mobil with its competitors.