Study On Marketing And Promotion Strategy Evaluation Of Gansu Unicom Call Center

October 15,2008 China Unicom, China Netcom officially merged, forming a telecom operation of the new aircraft carrier. This indicates that China's telecom restructuring in the capital market reform and the work of all aspects of the end of the assets of China's largest ever corporate merger and acquisition transactions and the successful completion of China's telecommunications industry will enter a new period of development. The telecom reform, the three major telecom operators will also have a full-service operational capabilities, competition in the telecommunications market in China will be more full and intense. From a consumer point of view, along with economic development, people's income level, consumers use the products for consumption in the pursuit of the product itself is not the main goal, but brought a more service-oriented spiritual enjoyment. Ultimately, lead to competition among enterprises replaces the quality of service competition and price competition, as the primary means to win market competition.Gansu Unicom Call Center, from service marketing point of view, the current operations are still some problems. Mainly as the pace of development incompatible with its marketing capabilities. Fundamental reason is that the call center location is unclear, low customer satisfaction, service marketing capabilities play a very limited, the lack of competent personnel, and information update agent slow. The problem has plagued the company's decision-making and management, the company enhances the core competitiveness of enterprises and enterprise services to a stumbling block for competing objectives; other issues in other telecom operators are also common, with a certain representation. For the study of the problem can not only help to improve the service call center in Gansu Unicom, marketing capabilities, but also for other telecom operators in the development of call center to provide new ideas.In this paper quantitative research methods adopted, with services marketing theory, marketing, capacity assessment and other aspects of the theory and practical basis for competition and service competition, further highlighting the importance to service marketing perspective on the operation of call centers in Gansu Unicom process its problems in depth, systems analysis, pointed out the reasons for its poor marketing capabilities. Subsequently, the paper for these reasons a comprehensive and systematic analysis and, ultimately, based on the quantitative analysis of call center services Gansu Unicom to enhance the ability of marketing strategies and initiatives, namely the establishment of clear service marketing strategy, process re-engineering services and operations specification, effective management and educational services personnel and the development of continuous service improvement measures, at the same time, it should focus on those strategies in the implementation process to enhance the key issues.