Study On Promoting Capacity Based On User Satisfaction For Mobile Operating Enterprice

As the time of full service operation coming, competition situation is changed deeply in the field of Chinese telecom, which is the evident homogenization tendency of mobile communication business. In order to prevent the loss of user and expand its market share, Mobile operating enterprises need to continuously improve customer satisfaction, enhance user stickiness, and highlight the competitive advantage.From the point of user-oriented, this paper puts forward the mobile operating enterprises’promotion capacity model, aiming to enhance satisfaction level of promotion. This paper focuses on the following contents:(1) on the basis of comprehensive reference for user satisfaction gap model, Chinese customer satisfaction index model and China mobile enterprise user satisfaction model, this paper analyzed influential factor of user satisfaction from the aspects of advertising, personnel services, customer relationship, business promotion, integration of promotion and users complain;(2)according with the satisfaction factors system, this paper researched data reliability and validity analysis, factor analysis, correlation analysis to test the hypothesis and model by SPSS software;(3) this paper put forward the tactics to enhance promotion capacity for Mobile operating enterprises under the model framework.This paper reached the conclusion that mobile operating enterprises’ promotion capacity includes seven kinds of abilities:service, channel, support, coordination, publicity, planning, and executive capacity. Specifically, service capacity includes personnel image and attitude, the timeliness, professionalism and individuality of service. Channel capacity includes convenience, the tangible decoration and hardware facilities. Supporting capacity is reflected in the support and cooperation of enterprise interior for front promotional departments. Coordination capacity represents that enterprises of the industry chain behave in harmony, service of different channels uniform, and environment and propaganda are also consistent. Publicity capacity includes the authenticity and creativity, as well as the corporate image. Planning capacity is embodied in the promotion rules reasonable and easy to understand. Executive capacity is embodied in the process and order of promotion process.