Research On Service Marketing: A Case Study Of China Mobile

This paper starts with the definition and characteristics of service marketing and explores the origin and development as well. Then a case study is done to analyze how service marketing works in China Mobile companies and what improvements can be made in the future so as to present samples for modern Chinese enterprises to apply service marketing in practice and give useful suggestions on business innovations in this field.It falls into seven chapters. The first chapter talks about the background information of service marketing and the purpose of this paper, together with a brief introduction of the latest theoretical study in this field and the structure of the content. Chapter two is the literature review of past and present theoretical researches on service marketing and analyses of its origin, development, definition, characteristics and functions. Chapter three summarizes the current situations of service marketing in China Mobile companies and competitive companies, starting with the reforms in telecommunications industry. Chapter four is the comparative analyses of service marketing practice in China Mobile companies and illustrates the similarities and differences between service marketing theory and other marketing management theories such as Theory of Relationship Marketing, Theory of Customer Satisfaction, Theory of Service Profit Chain and Theory of Company Culture and provides further knowledge of business model. Chapter four is a case study on comparative analyses of enterprises in China. Chapter five puts forward problems on application of service marketing in practice in China Mobile companies. Chapter six proposes suggestions on application of service marketing based on previous theoretical and case study. Chapter seven is the conclusion and recommendations.