Research On The Customer Service Development Strategy Of Jiangsu Unicom

The fast development of the telecommunications industry causes the more and more intense competition in the telecommunication market. Especially the fourth restructurng in the telecommunications industry and the issuance of 3G licenses intensify the competition in the domestic telecommunication market. All of the three restructured operators have already become the entire business telecom operators who can not only operate the fixed phone business, but also can operate mobile service and internet service. In today's Jiangsu Telecom market, China Mobile, Chinaunicom and China Telecom stand like the legs of a tripod, and are launching the competition regarding how to satisfy the customer demand. While, according to the current market performance, Jiangsu Unicom is still in a weak position.In fact, the development of technology in the field of communications has reached a mature state and the technical superiority among the telecom operators has not been obvaous enough. Compared with the past, the substitutivity of products in the communications market is being enhanced and shows a tendency of product homogeneity. Under such a background, the focus of the competition in communication industry has transferred to customer service from product technology.In order to enhance Jiangsu Unicom's competitiveness in Jiangsu Telecom marke(?), and also provide a reference for sub-company of China Unicom in a similar environment. In this paper, based on the analysis of development and present situation of Jiangsu telecom market, the author use the theory of service marketing and with the help of the MNL mode in Marketing Engineering to offer views and suggestions on how to start appropriate customer service for Jiangsu Unicom. And the necessary market data is obtained through a questionnaire survey.