The Research Of Value-added Services And Marketing Strategy In Enterprise Customer

From2009, CHINA TELECOM and Unicom have got great benefit from IPHONE and3G network and new brand "e surfing" and"wo" launching, and market share grew heavily. Due to China Mobile’s3G network "TD-SCDMA"’s lower speed and lack of supported mobile phones, China Mobile’s market share had dropped from75%in2009to around60%in2013.Except for basic telephone services, telecom companies can also provide many different services, such as internet surfing, message and music services and especially the mobile internet. These services were called value-added services, such as message and internet surfing.With big screen and smart phone popularized among customers, the number of users who access the internet with mobile devices rose from230M to500M from2009to2013. Meanwhile, value-added services had been widely used with big screen smart phone customers. The profit from internet surfing service has taken a half of total value-added services’, and10%of total corporate avenue, and rose about30%every year.As the biggest part of avenue, the profit from voice service descended year by year. Compared with oversea telecom companies, the voice service will become basic service provided to the customers and is inclined to be free.Enterprise customer market as one important market segment took25%of total customers. With working related attribute, enterprise customer has the characteristic of high ARPU, low quitting rate and centralized contacting channel.The purpose of this paper is trying to study the customer behavior and set the marketing strategy for value-added services in enterprise customers by questionnaire, telephone interview and third party learning through. Also on the basis of current problem:vague functional structure, no professional supporting team and etc., we suggest to solve them by restructuring the function, building a professional team, rebuilding supporting system and combining marketing solutions.