| With the acceleration of the global economic integration as well as the continous improvement of the science and technology in the new century, the service industry is booming, which is a remarkable feature of the modern economy. Its position in the national economy is also becoming increasingly important, at the same time service marketing is gradually replace the traditional product marketing and become a more effective marketing way in market competition. After China's WTO entry and commitments to gradually open its domestic market to foreign telecommunication enterprises, in order to meet this unprecedented opportunity and challenge, Chinese telecommunication enterprises actively adapt to market changes, to break the monopoly of industry, to fully participate in market competition, achived praiseworthy achievements, and become one of the fastest growing industries in national economy. Especially, since 1990s, with the stable and rapid economic growth, rapid growth rate of China's telecom industry is several times more than GDP growth, of which the development of mobile communications business is the strongest both in numbers of users and revenue. Mobile communications service has entirely surpassed the fixed telephone business, which holds the most important position in telecom market. In recent years, accompanied by the rapid development of network economy, a variety of network economies has shown continous strong growth power. The economic forms, such as e-business, Internet media, network communications, network-class that takes network for carriers, have increased geometrically. Therefore, broadband business providing network services got a good development. It is predictable that broadband business of the major telecom companies will have even broader space for development with further deepening of the network economy development.However, with the changes of market objective environment and continous intensified competition, telecom business operations has shown the following disadvantages:declining of ARPU value, increasing churn rate of fixed phone users, dismatching of the numbers of telecom business growth and income growth, increasing of operation cost, slowing down of profit growth.Facing the new problems in competition and the trend of more complex changes in development, especially the tremendous impact brought by the restruction of China's telecom industry, the author researched Shandong Unicom Company in the entire Shandong telecommunications market and hope that through varieties of research methods analysis and study the service marketing strategy to identify the company's positioning, expanding the company's development thinking, and make meaningful exploration for Shandong Unicom's healthy development. In this thesis, a comprehensive exposition of related theory of service marketing science was made, at the same time, reviewed and summarized the process of China telecommunications industry's development and reformation, analysised the changes brought to market competition status of the entire China telecommunications industry after the restructuring of telecommunication enterprises, and made comparatively detailed analysis of the current running status and development trend of China telecommunications industry. By focusing on the Shandong Unicom's marketing strategy, business features, development trends, customer structure, corporate culture, the author has done a systematic analysis and exposition, diagnosed the company's operating status by using SWOT analyse method, and put forward her views on service marketing strategy of Shandong Unicom Company. The author creatively made an organic combination of services marketing theory and the actual operation of telecommunication enterprises, fully considered the specificity of management and diversity of customer needs, and made more detailed breakdown aimed to the telecommunications market, put forward a more effective service marketing strategy and achieved certain amount of research results. |
PDF Full Text Request