Shaanxi Mobile Services Marketing Strategy

With China of telecom restructuring in 2008 of the dust has settled, China Mobile, China Telecom, China Unicom trend followed the formation of the three.Although the telecommunications industry is slowly competition from monopoly to perfect competition in transition, but the market situation is still a dominance of China Mobile. Telecommunications products as a result of homogenization of the worsening trend, the competition in the telecommunications market will become increasingly keen. The focus of competition will gradually shift from products to services.China Mobile after years of rapid development, regardless of size, customers,technology, have made tremendous capital development, become a leader in the telecommunications industry. However, the service delivery model is far behind other aspects of development, and others can not match the pace of development, China Mobile has become the bottleneck of long-term development.Therefore, service delivery and innovation to upgrade imminent.This paper, we first study on a large number of documents, a detailed analysis of the relevance of the service marketing theory, focused on services marketing and the fundamental difference between traditional marketing. Then, analysis of the mobile communications industry marketing and the basic situation of China Mobile Communications Corporation of marketing analysis services.Five Forces model and the use of SWOT, combined with the mobile customer satisfaction survey of the China Mobile Communications Corporation of the micro-environment, and to identify opportunities for the development of the company, threats, strengths and weaknesses.On this basis, the focus of China Mobile's services to develop marketing strategy, including target market strategy, product, price, channels, marketing strategies, personnel strategies,physical display of strategy, process control.Finally, to establish the concept of service marketing to enhance customer loyalty, develop high-quality customers, marketing channels integration services,to strengthen human resources marketing services such as security services put forward the implementation of the proposed marketing strategy.In this paper, the study of China Mobile for its marketing strategy tailor-made services. Not only enriched the treasure house of service marketing theory. Moreover, China's service sector also has practical significance.