The Research In 3G Customer Service Strategy Of China Mobile Shandong Company

Based on the restructing of telecommunication, Chinese government officially issued 3G(3rd-generation) license in mainland on January 7,2009. Then, in the telecommunication market, China Mobile, China Telecom and China Unicom went into the 3-kingdom competing age.China Mobile not only needs to meet more and stronger competitors,but also needs to commit the historical mission of developing our own intellectual property rights of the TD standard. However, the industrial chain of this stadard is the least mature one currently. How to design the service strategy of 3G age to win the competitive advantage in the new competting structure has become the imperative project of our company. From 2003 to 2008, Shangdong company continued to rank nation top three in the aspect of customer satisfaction. It kept prior to other companies. But in 2009, it started to decline in service.In order to develop service strategy in 3G age to keep the priority, I did an in-depth analysis of ten-year service management practice and pointed that the service management is developing forward "Value Creation" after "Auxiliary Sales", "Joint Development" and "Customer Retention". Based on this, combinning service marketing theory, customer value management and value chain theory, I designed a 3G develop strategy for the company which is built on 3G value chain service quality management and innovating Group service. It has a proper balance between the future and now, and it works out the problems of serviece strategy adjustment in the transition from 2G to 3G. Also, it provides useful reference to the service strategy management of the companies which are at the similar developing stage.The main innovation of the paper is that the author analysed deeply and forecast the different stages's strategy and it's character for the past decade and a future period of the Chinese mobile communication industry.The work provides common consultation for the strategy management of service field. And the theory of value chain management was used into service strategy management, which creats the 3G value chain service quality management for communication companies. The 3G service strategy given in the paper showed clearly that a enterprise tried to adjust the service strategy management when it's in and out's environments changed sharply. The effort will help us enrich the content of service strategy management.