中国移动通信公司服务营销管理探析.docVIP

中国移动通信公司服务营销管理探析 重庆工商大学派斯学院 2007级市场营销本科2班 李有明 指导老师：余世仁 中文摘要：从进入21世纪以来，在经济技术的作用下通信行业得到了飞速的发展。目前通信行业已成赢利能力较强，发展前景最广阔，但竞争也最激烈的行业。在巨大的市场机会和日趋激烈的市场竞争中，作为通信行业三大运营商之一的中国移动，已初步形成以服务致胜的营销管理理念。以服务来增强、保持行业竞争中的优势。同时在服务营销管理实践中也出现了一些新问题。本文从服务营销的演变、涵义和特点意义入手，对服务营销的相关理论进行研究总结，包括服务营销组合要素4ps、7ps、服务品牌差异化等。然后具体结合中国移动的服务营销实践情况，和当前面临的实际情况，从以上理论出发对其现状进行剖析和研究，指出中国移动在服务营销管理实践中的改善方向，并提出创新建议。因此在服务经济时代的环境下，中国移动只有牢牢抓住顾客需要不断提高服务等，才能在新的环境中立于不败之地。 关键词：中国移动 服务营销 管理 Abstract: From the 21st century, under the effect of economic and technological communications industry has been rapid development. The current profitability of the telecommunications industry has become a strong development prospects of the most extensive, but also the most intense industry competition. In the huge market opportunities and the increasingly fierce market competition, as the communications industry, one of the three major operators, China Mobile, has been formed to serve the success of the marketing management concept. Service to enhance and maintain competition in the industry advantage. At the same time the practice of marketing management in the service there were also some new problems. In this paper, the evolution of service marketing, the meaning and characteristics of the significance of starting the service marketing research summary of the relevant theories, including the service element of the marketing mix 4ps, 7ps, services, brand differentiation and so on. And then the specific combination of marketing services of China Mobiles practice situation, and facing the actual situation, starting from the above theoretical analysis and study of their status, that of China Mobile in the service marketing management practice to improve the direction and put forward innovative proposals. Therefore, in the service economy of the environment, China Mobile customers only firmly grasp the need to continuously improve services to the new environment in an invincible position. Key words：China Mobile