Research On Service Strategy For China Mobile Of Mudanjiang

With the rapid development of telecommunications market, consumers not onlyask telecommunications enterprises to provide better products, but also ask higherservice quality telecommunication enterprises, therefore, carry out service marketingand improve customer satisfaction have become the important means to enhance thebrand value and obtain competitive advantage for telecommunication enterprises. Infront of the group client market fierce competition, China mobile of Mudanjiangimproved services, enhanced marketing performance and made a certain progress byimproving the management level, enhance staff quality and strengthen marketingmeasures. However, due to lack of weak foundation, talents, still face some problemsin the service marketing. Mudanjiang mobile company group in view of this, thisstudy combined with the actual situation of the customer business, the problemsexisting in the service marketing work carries on the empirical analysis, and targetedmarketing strategies are put forward. Specific content includes the following severalaspects:First, current situation analyze on service marketing of group customer. Basedon the introduce of China mobile of Mudanjiang, this chapter analysis the groupbusiness progress of China mobile of Mudanjiang. On the basis, from the buildperformance management system, implement employee promotion project,organization marketing features three aspects for the company to the main measuresand experience in service marketing system is analyzed, which laid a foundation formarketing work problems put forward. And further analysis problems on groupcustomer service marketing such as quality of service, pricing of service, salespromotion of service, quality of employee, public relation, and customermanagement.Second, service marketing environment analyze of China mobile of Mudanjiang.Based on system analysis of macro-environment and industry environment, this chapter systematic analysis the internal environment character of service marketingfrom such aspects: cognition degree, funding, compete atmosphere, supply chainsystem, service and innovation platform. Further analysis advantage and disadvantage,opportunity and threaten of China mobile of Mudanjiang using SWOT. And proposestrategy profile.Third, market segmentation and target market localization of group customerservice marketing. On the basis of purchase characteristics and market segmentationof group customer, this chapter segment market of China mobile of Mudanjiang fromlocation, user type, user scale and purchasing. And confirm target market such as keycustomer market with tradition superiority, without differentiation market withhypercompetitive and prospective customer market with state-owned commercialbank. Aiming at those markets, the chapter proposed those mentalities: be leadingcompany in tradition superiority market; be competition company in withoutdifferentiation market; be best cooperative company in prospective customer market.Fourth, service marketing strategy analyze on the group customer. Basis on theanalysis of defects about process management, pricing, sale and staff, this chapterputs forward the future company group customer service marketing strategycombination, mainly includes: enhance importation, improve management capabilityon service market process, enhance staff quality, improve service quality; implementservice innovation project, determine the flexible pricing promotion mechanism;improve the level of customer relationship management, strengthen the publicrelations propaganda work.