Research On Service Marketing Strategy Of Ordos Unicom

In the21st century, the services sector in the national economy in the increasinglyimportant, the importance of marketing services are also increasingly prominent. Atpresent, China’s telecommunications industry after several years of restructuring andreform, the formation of a three Daquan business telecom operators: China UnitedNetwork Communications Limited, China Mobile Communications Corporation andChina Telecommunications Corporation. In the current economic situation, China ’stelecom service companies to face competition, quality customer service to become one ofthe most influential factor in the telecommunications business, and it is important todifferentiate their competitive advantage. Communications industry as a typical serviceindustry, its products is to provide services to allow users to consume, and the userpreference is also to provide quality services to its business. Therefore, only thecommunications industry to consumer demand, establish a " service first " businessphilosophy, in order to establish a good reputation and brand image for the company.Service marketing is a powerful means of marketing communication services, servicemarketing theory in the use of the communications industry, will drive the future of thecommunications industry to achieve better and faster development, give full play to itsinfluence on the penetration of traditional industries, promote industrial upgrading andmodernization of traditional industries.Inner Mongolia Erdos Unicom as municipal offices, after a series of restructuring andchange, in Ordos City, occupies a place in the communications market. Especially since the3G operations, with excellent network resources and rich end products, market sharecontinues to increase. But after years of rapid development, subscriber growth and revenuegrowth are showing a downward trend, marketing costs surged in parallel with the declinein ARPU value, market share growth is weak. Through the existing service marketingsystem development company and competitor analysis, Ordos Unicom must create a newservice marketing system only support existing development patterns and adapt to the newcompetitive situation.In this paper, the traditional marketing services4C (consumer, cost, convenience,communication) theory, combined with Erdos Unicom market environment facing thecompetition, innovation2C theory to augment the existing service marketing system,constitute a service marketing6C theory-based new marketing theory to guide system. In combination with China’s telecommunications industry, service features, from a consumerpoint of view, the cost point of view, convenient angle, angle of communication,competition and innovation angle perspective of marketing situation analysis of Ordos,China Unicom service, service marketing system to further clarify the existing problemsand deficiencies. Meanwhile, the use of traditional SWOT analysis, Ordos Unicom facinginternal and external marketing environment, challenges and opportunities in-depthanalysis, and use it as background, proposed consumer segment, cost control, convenientservice marketing, service marketing communications service marketing and servicemarketing innovation competition six strategies aimed at implementation services throughnew marketing strategy to promote the Ordos Unicom to achieve a new leap and upgradein the future.