A Comprehensive Marketing Management On The Mobile Phone Extended Warranty Products For Guang Xin Communication Service Company LTD.

Guang Dong Guang Xin Communication Service Company LTD. faces greatpressure from fierce competition as a channel server of mobile phone. How to get highprofit return in the mean time of seizing high market share is a difficult problemconfronting Guang Xin. The appearance of the product，extended warranty for the mobilephone, has shown a way for Guang Xin to solve this problem. The purpose of this researchis to find out the shortcomings in the marketing way of Guang Dong Guang XinCommunication Service Company LTD. for the extended warranty product and to providevaluable suggestions for the improvements of marketing management work.The main analysis method of this research is qualitative. According to the descriptionof the present situation of the mobile phone market competition and the review of theliteratures of the definitions and development trends of extended warranties, we get theconclusion of the necessity of carrying out the marketing management research of theextended warranty product for mobile phone in Guang Dong Guang Xin CommunicationService Company LTD..Then in the reference of the knowledge points of ComprehensiveMarketing Management, we analyze out the realistic problems of the marketingmanagement of the company·s mobile phone extended warranty. Then according to thedeep analysis of these problems, we make a summary of them which concentrate on firstly, the policies made for the prodocts and prices are inelastic; secondly,the use of thechannel resources is conservative; thirdly, the controlling capacity of the execution forsales is weak; Forthly, the follow-up and management for customers are lack of ways·. Atlast， we provide the solutive suggestions pertinent to these problems in a descriptive way.Suggestions show that we should make different product and price policies in accordingwith the specific phone, the kind of customers and the purchasing channel; we should integrate the channel resources at hand and exploit the advantages to the full; we shouldstrengthen the sales execution by the comprehensive design of the organization, pressureand motivation managements; we should develop specific system for the informationmanagement of extended warranty customers. Meanwhile, this research describes therelations of these suggestions and notes that these suggestions are integrated. Hope thisresearch would have a positive impact for the marketing management work of the GuangXin mobile phone extended warranty products and be valuable for the products of similarkind.