Research On Service Capability Of Group Account Manager In Full Business Competition

After the reconstruction on China telecommunications in2009, the telecommunications operator in China regrouped into China Mobile, China Telecom and China Unicom. Hence, China telecommunications industry entered into the time of full service competition. In early2011, after2years of the network construction and the preparation of product development on the full service network, the competition on full service has begun to take shape. Since the market of group customers is the most important strategic market in the development of full service, the three operators fight bitterly in this field.In this situation, the key to enhance the ability of group customer marketing lies in enhancing the abilities of the group customer managers. This paper take the China Mobile Communications Group Co., Ltd. Guangxi Fangchenggang Branch (hereinafter referred to as:Fangchenggang mobile) for example, study how to enhance the marketing ability of the group customer managers. By analyzing the group customer market of the China Mobile Communications Group Co., Ltd.(hereinafter referred to as:China Mobile Guangxi Company) in this situation and using a way which combines the quantitative method and qualitative method to research the status of the customer managers, we propose the strategy on enhancing the marketing ability of the group customer managers: create the model of competency, adopt the group customer managers authentication management and the differentiated management, carry out the periodic authentication mechanism which combine with the performance examination, establish the programme to enhance the ability of the customer managers, in order to build a high capacity and high performance team which adapt to the development of the full-service.As the academic achievements, the full-service group customer manager certification system conforms to the need of China Mobile Guangxi Company, and it can support the full-service development, furthermore, it also can provide some help to other provincial companies of China Mobile.