Study On Service Marketing Strategy Of Wireless Markets Of Z Company

By recent years, the global telecommunication industry have been facing the continuous impact of business saturation and fierce competition, as well as the business expansion of OTT(Over The Top) threat to traditional telecom industry, the global telecom operators have controlled the overall investment with hardly slow growth, the network construction investment has become more rational and prudent. In the last decade, telecoms equipment industry scale has been maintained between $130 billion to $140 billion. From a global perspective, the telecoms equipment industry has been reached or at least closed to its ceiling. The equipment manufacturers have to seek a way out, and the telecoms services have become the new battleground, while it’s a fact that the telecoms services are new center of profit contribution, and of course, the competition becomes more and more explosive. Equipment manufacturers, including Z company, are actively exploring and improving service marketing strategies of their own, in order to obtain sustainable competitive advantage.In this paper, a combining method of theoretical analysis and practice is used. Firstly, according to the analysis of the current situation of the telecoms industry and the market of wireless network services for telecoms operators(the targeted customers), we understand the competition situation by using the Porter’s Five Forces Model. Then, by the analysis of internal environment of Z company, e.g. the corporation resources, the development and delivery capabilities of services, the organization architecture, we see clearly our advantages and disadvantages. By applying the theories of 7Ps, service marketing Triangle, 5GAP model and the Service Profit Chain, we find the problems of 7Ps strategies in existing system. Finally, we determine the orientation of developments in service strategies by SWOT analysis, and then explore a solution of 7Ps strategies to achieve a better service.By the practice in the service market of wireless network for operators, we seek series of solutions to gain the core competitive advantages through professional telecoms services, and make it a new profit center.