S Mobile Group Client Service Marketing Practice Study Upon Client Value

Since the post and telecommunication system has been separated in1994, the telecommunication industry in China had been reformed for many times during this time, making great progress. Along with the severe homogenization trend of the telecommunication products nowadays, the competitiveness of telecommunication industry in China becomes more and more fierce, and a situation of tripartite confrontation consists of China Mobile, China Telecom and China Unicom forms gradually.From the growth of business, clients and income, the advantage of China Mobile is being replaced gradually, and the telecommunication industry turns to the balance competitiveness from the unbalance monopolization, but it is undeniable that, China Mobile is still powerful at present in the market share. Through the rapid development of many years, China mobile has gotten the considerable development in various aspects, no matter in the market size or the business capital etc., and it is the defined market leader of the telecommunication industry in China nowadays. However, it is still in a weak position in the group client market. Now, the group client market becomes the focus that all the operators strive for, because of its important strategy position.The environment change decides that in the future time, the retainment of the group client will become the key work in the customer department of China mobile group. It is the guarantee of stabilizing the business income, and also the basis of continuing to develop the group client. While in the group client market, for the inseparability of the service and product, the service itself is also one part of the product. Therefore, the quality of the service marketing system decides the success of stabilizing group client directly. In the big contradiction between the limited resource and huge client group, it is as significant as improving the client service marketing system, to study how to utilize the limited resource to strengthen the service marketing for the high-valued client and promote the low-valued client. This article takes S Mobile as the research object, and discusses how to maintain and develop the relationship with the group client in the fierce market competitive environment in further. As the leading enterprise in the communication industry of S province, how S Mobile keeps the market share first in the fierce competitive group client communication market, what are the disadvantages in practicing the service marketing theory, and how to improve these disadvantages? What is the localization character in the practice? What innovations to be adopted? All these questions arouse the analysis and thinking in this article.The author takes S Mobile as the research object, and states the relative theory comprehensively in the theory research chapter after studying lots of relative articles about client value, service marketing and telecom industry, and introduces the market current situation of S Mobile group client. Then the author will analyze the S Mobile group client value assessment system in detail by applying the client value theory, on this basis, compare and study S Mobile group client market service marketing strategy by combining with the service marketing7P theory. Finally the author will summarize and analyze the advantages, disadvantages, opportunities and threats in the group client market by SWOT analysis method, and analyze the communication industry competitive environment by PEST method, linking with the company current management index, and analyzing the improvable problems in the company service marketing system, to put forward the relative optimization strategy and thinking orientation in the group client market in purpose.By comparing and analyzing the client value, service marketing combination theory and S mobile service marketing practice in the group client market, the author hopes to enrich the service marketing theory study, and induce the valuable contribution for S mobile group client service marketing strategy formulation, making the service marketing theory to be applied and researched further in the telecom market.