The Research On Customer Experience Management Of Mobile Carriers

Experience is the individual response to some stimulus, often from direct observation or participation in some activities. The marketing people should provide the stimulus factors to induce customer experience, and to control the whole process to meet customer experience needs by selecting Experience Media. Today, customers take the product characteristics, quality and the positive brand image as their basic requirements. They need such products that is able to stimulate their experiential senses, touch their hearts and stimulate their inspiration. With customer demand changes, the original focus on the functional characteristics, benefits of products and marketing methods become inability to that demand, so the experiential marketing, which can meet the consumers' taste and echo, emerged.In Mobile communications industry, with the voice service meets people's basic needs, more and more abundant data service becomes a fashion personality of life. The traditional marketing model become difficult to work, and some experiential marketing skills were introduced into marketing practices by mobile carriers. But the current applications got no obvious effects because they are relatively fragmented, and only in the early "Copy Stage". Based on the analysis of the consuming characteristics in telecommunication of the student population, this dissertation focus on the customer experience of mobile communications business management, and discusses the specific implementation measures for the customers experience management of mobile communications service. These provide the mobile carriers with definite ideas and methods in practicing the experiential marketing.