The Study On Strategy Of Customer Service Of Zhaoqing Mobile

China Mobile got TD-SCDMA license, China Telecom got CDMA2000, and China Unicom got WCDMA license, since the third generation mobile communication (3G) licenses were granted by the government on January 7th, 2009. The competitive situation which the China Mobile need to facing, became complicated and severe with the telecommunications industry of China entering 3G times. Zhaoqing Mobile which exists as a branch of China Mobile Group Guangdong Co., Ltd., is a microcosm of China Mobile. The operating environment of Zhaoqing mobile in the future is surveyed highly from the view of the strategy in this paper. It also tried to give some strategy reference to China Mobile's work for customers by studying Zhaoqing Mobile's customer service strategy.Firstly, the theory knowledge involved in this study such as strategy and it's research technology, the relationship between strategy and strategic, customer service, degree of customer satisfaction, degree of customer loyal was introduced. Secondly, the external environment of Zhaoqing Mobile was analyzed form the aspects of political, economic, social, technical, industry, competitors and so on. Additionally, the internal environment was studied from the company's organization, human resources, brand, customer resources, customer relationship, service channels, network resources and other aspects. Finally, the strengths, weaknesses, opportunities and threats of the company were concerned in combination to get optimized strategy match by using SWOT analysis.Based on the previous analysis, the strategic objective that"In the background of whole business competed in 3G era customer-oriented and customer loyalty as the goal, the implementation of differentiated services, build the core competitive advantage of services, to further strengthen the leading position of Zhaoqing mobile in customer service"was set. Furthermore, specific strategies for resources, organization, integrated improvements, differentiated services, increase of customer perception and so on, were developed correspondly.