Research On Value-Added Service Marketing And Customer Satisfaction Of Shijiazhuang's Branch Of China Mobile

With the national telecommunications system reform and the development of the telecommunication market in China, China's telecommunications market shift from a seller's market to a buyer's market, competition has reached increasingly higher levels and became more intense. However, the price wars, advertising wars, wars of commercial channels, neither can the telecommunications industry to build long-term competitive advantage. On the contrary, the increased competition leads to industry-wide decline in profit levels. The informationalization and knowledgization promote the economic model of our country move toward service-oriented economy era. The power of technology and market forces the telecommunications industry to achieve the rapid development, and also reduced the differences between telecom products, which has emerged the trend of homogenization. In order to win in the competition, telecommunications companies need to focus on service and carry out service marketing. With in-depth understanding of customer demands, carriers set up the process of telecommunications services around the customer's demands. Carriers enhance the customer's perception by the contact points which customers receiving services in order to increase customer's satisfaction and loyalty, and ultimately realizing company's sustainable development.The Value-added Service is a type of service that developed on the mobile communication network, in addition to services other than voice service. In recent years, it has developed rapidly. As of the third quarter of 2009, the market scale of China's mobile value-added Service reached 40.92 billion yuan, up 23.1%, its revenue size and proportion of income emerge accelerating growth trend since 2000, which showed strong momentum of development, and become the main driving force of the growth in mobile business. Value-added Service is increasingly becoming the growth point of operators'revenue, the development and marketing of Value-added Service plays an increasing important role in enterprise economies of scale. The construction and operation of China's 3G networks provide a more comprehensive technical support and innovative space, injected new vitality for various Value-added Services. A variety of mobile Internet-based applications will grow vigorously, which will lead communication industry to another large-scale development.This paper started from Shijiazhuang's Branch of China Mobile's quality of service and customer's satisfaction, suggested customer's expectations, quality of service and customer's satisfaction-driven factor model. With the introductions of the current mobile value-added services, the paper described the important factors among value-added services and customer satisfaction, then analyzed the major factor which affected customer's satisfaction of Value-added Services, and made a series of measures to enhance the satisfaction by the mobile customer satisfaction survey data from the third-party companies which Shijiazhuang's Branch of China Mobile hired in 2009. The paper proposed parameter selection of Value-added Services'customers, precision marketing and the concept of the integration of services and marketing, combined the improvement of service quality, enhancing customer's satisfaction and increasing customer ARPU and customer stickiness, which promoted the rapid growth of company's revenue and profit, established the foundation for the company health management and sustainable development.