Research On The "Assembly Line" Idea For Mobile Phone After-sales Service

On the basis of the rapid development of information industry, the issuing of 3G license in China in 2009 has marked the entry to the third generation for mobile communication industry in China, coming alone with the huge changes of mobile communication terminal devices in such aspects as the R&D, producing, selling and service industry chains. And the after-sales service is growing from the subordination to a brand new and independent industry mode. It has been a pressing matter for the domestic enterprises engaging in mobile telephone after-sales service to quickly establish feasible development strategies to meet the requirements of the market changes.With the analysis on the characteristics in domestic service industries including the backward market management thoughts, the disparity of the service qualities and the low quality of after-sales personnel etc., the "Assembly Line" idea, as well as the corresponding solutions, is proposed in this paper, which is more suitable for the development of different sections in this industry at present, in line with the forecast on the development of specialization, standardization, industrialization and branding in mobile telephone after-sales service industry. The "Assembly Line" idea is a combination of successful experience of tangible products' development and the features of service products the service industry in an early stage in China. It requires enterprises to pay more attention to the market with low costs and a vast coverage in their early stages, as well as the elements to meet more customers'requirements, while making the marketing policies. The author discusses in details in this paper the ideas of a rapid and steady enhancing of the marketing efficiency and service quality so as to fast increase the customer satisfaction, which is also proposed in the service marketing in mobile telephone after-sales service market at present. The "Assemble Line" idea stated in the paper may serve as a reference on establishing development strategies on other stages of the service industry as well.