Research On Service Quality Management Of China Unicom

For the multiplicity of the telecom business, all kinds of the main telecom business are basically in the competition situation of Oligarch Monopolization, though the development of Chinese telecom market has been more than 100 years. Resulted from the incomplete competition situation, the competition advantages and core competition power of Chinese telecom corporations are not enough to confront the challenge for WTO. On the base of analyzing the actuality of Chinese telecom, the article explains the necessity of establishing the service oriented marketing idea in Chinese telecom corporations. And on the base of expatiating the service marketing theory and some related contents, the author tries to establish a service marketing model of CDMA project in China Unicom. Finally the author studies the management questions in the process of practicing service marketing.Combining with the development history of Chinese telecom market, this article makes scientific comparison and analysis on the present competition situation of Chinese telecom market by the form of graph and table through citing plenty of accurate statistic data to predict the trend for the development of Chinese telecom market and carry out to build a concept of service-oriented service marketing. Based on the mainstream marketing management theory in the world, this essay pays its attention to analyze the developing process of marketing concept and dress the inevitability of the service-type company's adopting the service marketing concept.After discussing four basic strategies of technique quality strategy, price strategy, image strategy and service strategy, this article points out the reason for Chinese telecom companies'choosing service strategy and some items to be noticed using the concept of efficiency, cost and productivity relevant to the service industry. Also, this article introduces the definition and characteristic of service and argues how companies study and grasp users'psychology. What's more, this essay introduces the theory of life-cycle of customer relationship. Finally, the article sets up a service marketing model for China Unicom on its developing CDMA project from three aspects of technique quality management, functionality quality management and expectation quality management under the service marketing theory brought by Christian Gronroos, with an account for the management problems during the process of practicing service marketing.Considering the Chinese market's character and the juniority of service marketing and service quality management theory, we should not adopt"bring-ism"simply. By studying the service marketing and service quality management, the article tries to bring the new theory into Chinese telecom corporations. Therefore in the future development, Chinese telecom corporations can establish the idea of service marketing and the persistent competition power which centers in service, in order to confront the challenges with WTO.