Research On The4G Services Strategy Based On3G Hotspot Complaints

Over the past years of3G operation, China Mobile lost the greatest competitiveadvantage, because the use of the immature TD-SCDMA standard. China Mobile’s3Gbrand has no advantage compare with the other two relative operators and had gottenconstant complaints on the various operator processes. With the issuance of China Mobile4G licenses in the new market environment, how to avoid the3G brand and operationproblems, learn the advanced experience of other countries or regions and take theappropriate service strategy to reverse the adverse factors are very important. So in thenext4G promotion process, getting customer trust and customer loyalty, making4Gbusiness development better, and occupying the4G market, are important tasks for ChinaMobile at the early4G promotion stage.Based on the analyses of the collected complaint cases and data of China MobileGroup Guangdong CO.LTD Customer Service (jiangmen) Center, the thesis summed upthat the customers have higher concern and more complaints on the five aspects ofcustomer using processes as network, terminal, tariff, business, services, by using the caseanalysis, comparative analysis, quantitative analysis and other methods. Therefore wefocus on how the4G business development to decrease the complaints in the five aspectsand improve customer satisfy. With the theories of strategic management, the marketingmanagement, competition strategy, sales management, operations management, humanresources management and so on, the paper analyzes the status quo of mobile3G andstudies the development of4G service strategy objective to find out the lake of business ofmobile3G period. Finally, we propose a strategy for business development during theperiod of4G. The paper also studies on the4G development experience of other countriesor regions for better experience to contribute the promotion and development of ChinaMobile’s4G market and regain the market leader.