Research On Service Marketing Strategy Of China Unicom Zhumadian

In recent years,communication operators have been winning customers with products and prices.With the development of economy and the improvement of the consumption level and consumption concept of the users,as the service industry,the traditional product and price marketing of communication industry can not adapt to the new environment any longer.In recent years,political,economic,social and technological changes have taken place,and communication operators are facing unprecedented opportunities and challenges.Only returning to the nature of the service industry,and being devoted to the solid development of service marketing are the key means for operators to win users,enhance market share,increase revenue and promote the rapid development of enterprises.Although China Unicom Zhumadian Branch has made some achievements in revenue and user growth in recent years,its user share and customer net recommendation degree are still relatively low,which needs to analyze the problems through the theory of service marketing,find out the promotion measures,and realize the all-round promotion.This paper mainly uses the relevant theoretical knowledge of service marketing strategy,so as to study and analyze the service marketing strategy of Zhumadian Unicom,find out the problems and reasons in the service marketing strategy,and put forward the improvement measures and draw the conclusion.Firstly,this paper uses PEST theory to analyze the external environment of China Unicom Zhumadian Branch,and analyzes the development conditions of communication industry in political,economic,social and technical aspects in recent years.The problems and challenges in the development of enterprises led by the change of external environment,are the research background and significance of the service marketing strategy of Zhumadian Unicom;Secondly,this paper subdivides the target user market of Zhumadian Unicom based on STP theory,and the seizing of three types of market according to the characteristics of the market is the key to improve the user and revenue.Then this paper studies the existing problems of service marketing strategy of Zhumadian Unicom by means of questionnaire survey,and uses7 Ps theory to design the questionnaire from 7 aspects of product,price,place,promotion,people,physical evidence and process of service.Through the investigation and statistics of a large number of users,this paper analyzes the problems and deficiencies of service marketing of Zhumadian Unicom.Based on the results of the questionnaire,this paper carefully analyzes the reasons for the problems of service marketing strategy of Zhumadian Unicom through field interview,and puts forward specific improvement measures for the future service marketing of Zhumadian Unicom,so as to improve its service marketing strategy,better improve the quality of service,and improve the company performance.