Inner Mongolia Unicom's Service Marketing Strategy Research

Since the 21 Century,adapting to the international situation and market development law,China's telecommunications industry has been accelerating the pace of reform and reorganization.Great changes have taken place in the industry environment.Considering the current pattern of China's telecommunications industry,the focus of competitions between the telecom carriers is turning from products to brand and service.Therefore,how to actively win initiatives and expand market in the complex and changing market environment,and how to effectively use available marketing resources to promote our products and services,has become a new source for the telecom carriers to enhance their competitiveness.Due to the rapidly changing current market conditions,the competition between the telecom industries is intensifying with the price wars becoming hot,the profit margin falling,products and services homogenizing day by day and the customer's loyalty declining.Therefore,it is necessary for the Inner Mongolia Unicom Company to optimize its old marketing strategy and improve their market competitiveness,laying good foundations for the marketing work at the same time.Taking the Inner Mongolia Unicom company as the research object,through analyzing the market environment it faces,analyzing the organizational elements of the existing marketing channel and the organization methods,this thesis finds that it is very necessary for the Inner Mongolia Unicom Company to optimize its marketing strategy.Based on its specific analysis of the advantages and disadvantages of the Inner Mongolia Unicom Company,based on the analysis of the opportunities and threats it is facing,according to the theory of service marketing,the thesis mainly studies and analyzes the current situation and problems of service marketing of Inner Mongolia Branch of China Unicom,and put forward series of optimizing measures.Finally,in order to ensure the effective implementation of these optimizing measures,this thesis further expounds some protecting measures which should be taken.Based on its actual NPS data collection and the analysis and research on the relevant theories,the thesis furthermore studies the service marketing strategy of the Inner Mongolia Unicom Company,and the optimizing plan it proposes has strong practical significance.It will have some guiding significance to the service marketing strategy of the Inner Mongolia Unicom in the future for a period of time.