Study On The Service Marketing Trategies Of Global Obile Telephone Of Gansu Mobile

In recent years, along with the improving of living standard and the extending of the community intercourse, the competition on mobile communication market is becoming increase. Mobile communications services providers in China become reduce their price, improve their service and network to increase the competitive ability for their subsistence and development.High value clients already become the focus of the competition between services providers in this high competition market. Because those clients are the main source of the company core income, and be recognized as the keystone for improve APPU and keep company's profit. Especially, in 3G time, those steady and high contributing clients will influence the company's station and profit under the new condition. Global Mobile Telephone is the high value client group of China Mobile. How to build Global Mobile Telephone to be the topping brand in order to improve the company's brand and keep the core income is become a stringent problem of Gansu Mobile.The macro-circumstance which include the develop situation, current, policy, population, and economy environment of mobile communication industry and microcosmic- circumstance which include the analysis of competitor and consumption demand are analyzed at first in this paper. Then problems which exist in the service marketing activities have been put forward by SWOT analysis. On the basis of study on marketing theory and practical situation, the service marketing strategy of Global Mobile Telephone have been readjusted and redesigned by change product, price, channel and sales promotion. This paper also provide some advice such as rebuilt organization structure which depend on the market, develop a efficiency human resource manage mechanism and adjust the service marketing strategy for the implement.On the basis of investigate on Global Mobile Telephone of Gansu Mobile, a maneuverable marketing strategy has been put forward by combine the theory and experience, and hope it will be a good advice for Gansu Mobile.