| The Songyuan branch in China Mobile’s Jilin company (the Songyuan MobileCorporation) was built in1999, and has become the biggest local mobile phoneoperator in Songyuan with more than2.4million customers after15years ofdevelopment. Now its annual income is more than900million yuanAccompanying the increasingly fierce competition in communication industry inSongyuan, as the key of income source for communication enterprises, the mediumand high customers are the most important ones which the operators focus on toservice and fight for, and the number of them is the key factor for the operators to winin the4G telecommunication market competition in the future.In order to improve the loyalty and satisfaction of the VIP customers of theSongyuan Mobile Corporation, continue to enhance its dominant position in the localcommunication, boost the internal staff morale, lay the foundation for the4G Marketdevelopment, the paper studied the case of the service marketing for the VIPcustomers of the Songyuan Mobile Corporation in2013and found that there are someproblems with the current VIP customer service system of Songyuan MobileCorporation, such as the lack of control in service process, no special settings in theinnate channel construction for the VIP customers, and no linkage between theaccount manager salary system and VIP customers. There are also some problems inthe marketing system, for example, the exclusive products for VIP customers are little,the price position is not accurate enough, and the marketing means is single.This paper studied the internal data from Songyuan Mobile Corporation andadopted depth interview and questionnaire investigation to carry the research of qualitative and quantitative. First, it made PEST analysis of external macroenvironment of Songyuan Mobile Corporation from four aspects which were politicalenvironment, economic environment, social environment, technology environment;Then, it made internal analysis of the micro environment of Songyuan MobileCorporation from the competition of Songyuan in the telecommunications industry,the behaviors of mobile phone consumers, and new entrants into the market; Next, itfocused on the in-depth interviews analysis to the medium and high customers of theSongyuan Mobile Corporation; Last, it made SWOT analysis to the advantages anddisadvantages, the opportunities and the threats of the Songyuan Mobile Corporation.According the result, this paper based on the the service marketing theory7P’sand STP, subdivided the customers market of Songyuan Mobile Corporation, fixedposition to the VIP customer target market and potential customers, established a setof effective service marketing strategy for Songyuan Mobile Corporation in the VIPcustomer service marketing through Several aspects such as products, channel, price,promotion, personnel, service process, and the visible display. At the same time, inorder to guarantee the implementation of the service marketing strategy, this paperimproved several aspects which include clearing the organization and its evaluationsystem, establishing of the VIP customer service marketing team, seting up theservice concept "I’m here for you", and improving the Management of VIP CustomerRelationship. This paper drew many conclusions described as following:(1) Given product design strategy for Songyuan mobile according to the VIPcustomer consumption characteristics, individual needs of group Unit and thecharacteristics of the industry, make it more competitive in the same industryproducts and the product more viscous.(2) Given own opinions to Songyuan mobile channel construction, improvecustomer satisfaction VIP by Improvement of the current own channels short-boardelectronic channels. (3) Development of exclusive packages according to the VIP customerconsumption behavior,With better prices, richer business content to meet the needs ofVIP clients.(4) We should focus on the target to increase the customer consumption andimprove customer loyalty and satisfaction to design Songyuan mobile VIP customerstandardization promotion model to make the maximum use of resources.(5) We suggest to adopt quantitative remuneration for Songyuan mobileemployees and to formulate detailed rules and regulations, in order to stimulate thestaff enthusiasm of service marketing and improve business efficiency.(6) We propose to pay high attention to the management of service process,provided quality Services to VIP customer service by improve relations system,establish service processes, remedial measures, rich exclusive service and so on.(7) Let VIP customers feel more real and comprehensive high-quality servicesfrom Songyuan mobile and gain VIP customers trust and favor from demonstratetangible design services to workforce, business office and product. |
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