Meishan Mobile Service Marketing Promotion Strategy Research

In the circumstance of recombination of communication industry, three networks convergence and vigorous development of the mobile Internet, the competition of price and technological among communication operators gradually evolved into the competition of overall service marketing system.Since the communication operators converged in2008, the market that Meishan mobile is face of is becoming saturated (city market penetration rate has reached more than90%, and there is certain space in rural areas, where permeability is40%). New cutormers’ARPU is low,. Meishan Telecom, the Meishan Unicom Internet becomes the basis for business and other changes in the market, at the same time, the broadband, relying on the information technology industry, IPHONE a terminal edge of mobile stock market for mining, lead to new fatigue. At the same time, in the face of new challenge mode of mobile Internet, mobile SMS business and income has declined. Based on the above background, Meishan mobile is very necessary for the original service marketing system to respond to short-term promotion strategy, market competition and the challenges of the future.Based on the new situation in Meishan mobile communication market changes as the research background, taking Meishan mobile service marketing system as the research object, the use of marketing, service marketing, channel management theory tools, the existing service marketing system relating to the product, price, channel, promotion, physical display, and process aspects of in-depth research and analysis of exploration, to deal with the current fierce market competition, Meishan mobile and optimize the existing service marketing system, improve the service level of marketing, and to adapt to future changes in the environment, planning for the future service marketing system framework.First, this paper discuss the concept of service marketing and7P theory in detail, finding out the strong theoretical basis, including service, product, price, channel, promotion, physical display, and process definition, characteristics and classificationSecond, according to the product, price,place, promotion, physical display, and process as the main line,this paper anysises current situation of the Meishan mobile’s service marketing system. with changes of and competitors change analysis of the current problems existing in the system, aiming at the problems and optimization measures.Third, in accordance with the "overall planning, step-by-step implementation, urgent need first" principle, from short-term and long-term two phases of the Meishan mobile service marketing system relating to the product, price, channel, promotion, physical display, and process and optimization measures are put forward to cope with the current recommendations, market competition and the challenges of the future.Finally, through this thesis, standing in the actual business perspective, the importance of service marketing system and service marketing system construction the key to the success of the two links are summarized and the later work is discussed, in order to continue to promote the Meishan mobile service marketing system upgrade.