精 品[精品]00手机GPS定位监控公司星控高科推介1258....docVIP

摘 要 12580是由中国移动推出，通过语音、短信、WAP、互联网等多种方式接入，向大众提供便捷和优质的彩铃下载、交通查询、移动秘书、呼叫转移、生活播报、商旅酒店预订等综合信息服务。12580综合信息服务门户，是中国移动从“移动通信专家”向“移动信息专家”转型的战略性步骤之一，旨在把“最合适的信息，在最恰当的时间，提供给最适合的人”。在服务方式、服务内容和服务对象方面，12580综合信息服务与中国电信的118114号码百事通、中国网通的116114电话导航服务属于同质产品，构成了正面的竞争。如何抢占信息服务的新蓝海呢？ 下文通过对通信企业现状、行业背景、市场竞争情况、消费者情况等方面的分析，描述了2009年12580部门的服务营销管理背景及决策经过。公司管理层在讨论后形成了两种可选择方案的情况下，运用内部营销、服务营销7P’s、SWOT、服务质量差距模型等理论，对两种方案进行了解析及优劣分析，最终选取以内部营销为主、情绪管理为辅的服务方案，并在实施过程中取得了明显的效果。提高12580整体服务营销水平和客户感知，以及对中国移动持续发展的意义与启示。 关键词：服务 质量 客户关系 营销 Abstract 12580 was launched by China Mobile, via voice、SMS、WAP、such as the Internet to access to the public to provide convenient and quality ringtones, traffic in the search, the mobile, transferring, live broadcast, hotel concierge, comprehensive information services. 12580 comprehensive information services gateway to China is moving from the mobile communications experts to move information specialists in the restructuring of the strategic steps aimed at the most appropriate information, in the most appropriate time, to the most suitable person. In the service, services and services, 12580 integrated information services and the China Telecommunications 118114 number 100, the China Netcom 116114 telephone navigation services with the quality of products, constitutes a positive competition. How to seize the new information services blue sea? Following the adoption of the communications industry background, state enterprises, market competition, consumers, such as the analysis, described the year 2009 12580 marketing and management services background and decision making. After discussion in the management of the company has formed two options, using internal marketing services, marketing, 7 P SWOT s quality of services, such as Model Theory gap between the two types of programmes and analysis of the pros and cons analysis, the final selection, mainly in the internal marketing emotional management of the auxiliary services, and in the implementation proc