关于四川移动通信公司创建移动服务营销的系统-工商管理(EMBA)专业论文.docxVIP

AbstFaCtSince AbstFaCt Since 1990’s．mobile communication has had a high-speed growth in the promotion of economytechnology．At presen：【，mobile communication has become the telecom trade that has the most profitable ability,the vastest future，while the fiercest competition．Being one mobile communication service supply,Sichuan Mobile Communication Corporation(SMCC)is facing some new problems丛it grows rapidly in the huge business and fierce competition．It mainly shows觞the following：1．nle ratio of low value customers．becomes bigger；2．11le leave of customers is serious； 3．The average charge ofcustomers is in low level；3．The price war continues．and low price promotion is common；4．The competition advantages a糟disappearing；5．The amount ofpayment default is huge；6．China Unieom with technology CDMA tries tO seize SMCC’s hJ【gh value customers．And the market ofmobile communication service supply will be influenced atter Chinajoim the WTO． Facing tlle∞problems that exists in SMCC’s marketing．and according tO fact situation,I completely analyzed SMCC’s marketing environment and eompelitive pattem,deeply investigated the market business and challenge faced by SMCC．On the basis of mobile products Or service’s features．combined with nationalinternational research about marketing and servict!：marketing,I achieved conclusion∞following：1． nle strategy that SMCC’s expands the market by developing new customers is tmsuitable to the market competition．2．To keep obvious advantages in market competition,SMCC must establish mobile Selvice marketing focuses Oil increasing customers’satisfaction．3．Investigate customers’satisfaction and analyze the results on fix date，SO improve service and increase customers’satisfaction．4．SMCC should emphasis On ereadng excellent figures，making a service promise to the society, su舶gthening creditable custorllers marketing，improving the network quality and using flexible price tactics． There are some innovations in this article．1．Build∞the customers’developing