The Research Of Improvement Of Deyang Mobile Service Marketing

With the development of the reform of the communication system and theissuance of3G licenses,competition among the communication operators becomemore intense, The degree of marketization is raised continually the degree of product homogeneity becomes more and more serious, so that Product-oriented competition mode can’t adapt to the new market situation. At the same time, the rapid development and popularization of internet brings the significant impact of theoriginal service mode. Facing the new situation and the new challenge, innovation and change on the original service marketing system must be done.Deyang mobile as one of the municipal branches in Sichuan provides information services with mobile communications, wireless phone and dedicated line.The various indicators about Deyang are among the best. Now the evaluation indicators include the number of new users and income and so on, this year two indicators of the increase in revenue and the promotion of the value are added toall the municipal branches in Sichuan mobile. As a result of high-speed development of Deyang mobile, now the market has become saturated and the growth in revenue has become slow. So that the original service marketing model and system can’t adapt to the new market environment.With the improvement of the social legal system, Customers increase the awareness of rights protection so that business development and evaluation mechanism of customer complaints restrict the development of the custom internally and national policy and public opinion can’t permit that enterprise develop businessin the traditional way externally. Now enterprise must improve the service marketing model and system, in order that enterprise can ensure the normal development of the business and the orderly conduct of the production and management.Mobile communications business experienced three stages: the orientation ofcall demand, the orientation of value-added services demand and the orientationof Internet application demand, the original product oriented mode is not adaptedto the current competitive environment, and the disadvantage of operation of mo ving single business is more and more obvious. According to the situation aboutDeyang mobile, Deyang mobile must build the core competitiveness in order toadapt to the new competitive situation.Traditional4C service marketing theory of customer, cost, convenience, communication is the basis of the service marketing theory; Combined with Deyangmobile market environment, now the2C theory is increased and innovated in order that the service marketing system can be enriched. At the same time, according to the advantage of customer scale and Business platform,1L long-tailed philosophy will be able to let the advantage of customer scale play an important role and be favorable to raise the customer value and overall revenue in order thatthe leading position of the Deyang mobile can be assured in Sichuan province.