The Study Of Services Marketing In Xianyang Telecom Based On Customer Value Perspective

The telecommunication industry is the basic industry of our country, and it has great influence on keeping the national economy developing persistently, healthy and stablely. Currently the telecommunication market has already turned into a full competing stage, however services marketing conception of China Telecom has not been able to adapt the request of modern market economy. China Telecom has to abandon obsolete and self-centered marketing principle, and start to set up with customer value as the central services marketing conception to realise customer satisfaction and gain persistent competitive advantage through understanding the customer value, promoting customer perceived benefits and reducing customer sacrifices. China Telecom Xianyang branch company in Shaanxi province was always placed in a passive position in the first half of 2006, competing with China Mobile and China Unicom. In the first half year it only completed 47.03% of budget of the whole year, which fell the last in Shaanxi province, and the situation is very rigorous. However, the company continuously promotes service quality from the customer value through persisting in the service conception of "Customer First, Service Formost". Therefore there still exists certain development space on the market of fixed telephone, PHS and Internet.This thesis made reference to domestic and international relevant research of customer value related theories first, discussed the contact of theories about the customer value and services marketing, and quoted that "promoting customer perceived value is the foundation of services marketing" as the conception of services marketing in telecommunication industry. Then analyzed the marketing environment of telecommunication industry in Xianyang city, combining the present condition of Xianyang branch company of China Telecom in Shaanxi province, and pointed out the key problems about marketing existing in the company. According to the competitive advantage based on the viewpoint of resources this thesis analyzed strategic logic and outlook level, strategic assets and core competence level and allocation of value chains level supporting final product and market segment, discussed how to realize innovation on each level in the company, put forward some suggestions about constucting innovative organization based on actual circumstance of Xianyang branch company. Under the instruction of the theory about services marketing in telecommunication industry, promoting customer perceived value, at last it discussed the tactics of services marketing mix adapted to Xianyang branch company. Mainly elaborated how Xianyang branch company implemented overall services marketing tactics, which involves product, price, place, promotion, people, physical evidence, process etc. and put forward some concrete measures of the services marketing which can promote customer value. So that it can provide characteristic and differentiated services to customers, deliver value which is higher than rivals to the customer and raise customer's loyalties of telecommunication corporation, and hope to have a reference to telecommunication business in our country.