| The digital era has brought about changes in user needs,from simple communication needs to comprehensive information and entertainment needs.The consumption scenario of users has gradually changed from offline to offline-online integration,and the services expected by users have shifted from uniform standardization to personalization.In the current market environment,the tariff gap,communication quality gap,and product differentiation among the three major carriers are gradually narrowing.Meanwhile,the new subscriber market is becoming saturated,and competition is intensifying.Carrier enterprises must change their marketing methods,improve service quality,and enhance customer satisfaction in order to retain market share and achieve steady growth.Therefore,the transformation of service marketing for carrier enterprises is imminent.This paper selects C Telecom as the research subject and applies the 7Ps service marketing theory.It utilizes literature analysis,case study,and questionnaire survey methods to explore the optimization strategy of service marketing management for C Telecom in the context of digital transformation.Firstly,the paper examines the internal and external environment,as well as the competitive landscape of C Telecom,using the PEST analysis model and Porter’s Five Forces model.This analysis helps construct C Telecom’s service marketing SWOT matrix and identifies the suitable SO strategy for C Telecom within the current industry pattern.Secondly,the paper analyzes the current implementation of C Telecom’s marketing strategy through a questionnaire survey.It identifies seven issues in C Telecom’s service marketing strategy,including unreasonable product design,functional defects in online channels,confusing layout of online channels,inconsistent professional quality of service personnel,service process defects,inappropriate promotion information publicity,high pricing with no differentiation.The paper also analyzes the causes of these issues.Finally,the paper proposes seven optimization strategies to address the challenges posed by big data,including precise identification of users’ product and service demands,enhancement of online channel service capability,improvement of online channel layout display,utilization of information technology to enhance service efficiency,establishment of a unified service process standard in the IT system,optimization of promotion strategies,and pricing strategy precision.Additionally,the paper suggests seven strategies for smooth implementation,such as strengthening operational mechanisms and leveraging big data resources.Furthermore,it recommends five guarantee measures for successful implementation,which include strengthening operational mechanisms,enhancing big data resources,developing the talent team,providing robust IT system support,and fostering a supportive organizational culture.This paper discusses the challenges within C Telecom’s service marketing strategy in the context of the ongoing digital transformation.It aims to provide clear insights into the issues and propose effective solutions.The results of this study are not limited to C Telecom alone but also hold relevance for other enterprises in the industry.By addressing these challenges,it helps foster a healthy competitive environment and promotes the high-quality development of the communications industry. |
