Research On The Key Account Service Marketing Of SZ Telecom Company

Through restructuring and the issuing of3G licenses, the three opera tors, China Mobile, China Telecom, China Unicom now have the fixed national network, mobile services network, and the Comprehensive management ability of the whole business. At this point, the competition of "full-service product management","full coverage of all types of customer", and "full range of marketing services" between the three operators is quietly formed. The competition of full service in China’s telecommunications industry has entered a comprehensive competition stage.In this paper, the author conducted a research on the Key account service marketing strategy of SZ Telecom. First, the author will elaborate the relevant concepts and theories of services marketing. Next, the author will present the status quo of the Key account services marketing of SZ Telecom and analyze the existing problems in its service marketing strategies. Then the author will analyze the marketing environment of SZ Telecom in macroscopic and microscopic views, the characteristics of demand and trends of Key account in the service competitive environment, and make a SWOT analysis on the marketing of SZ Telecom Key account. Followed by SZ Telecom Key account target market selection and market positioning, the author will establish the market-based service marketing strategy of SZ Telecom key account. Finally, based on service triangle theory, the author optimized the combination of strategies in services marketing form external marketing, internal marketing, and interactive marketing aspects, proposed the operable improvement measures and the implementation of safeguards so as to promote the further development of customer relationship of SZ Telecom and its Key account as well as improving and optimizing the service strategy of SZ Telecom Key account.The research conducted in this paper is a classification and summary and also an improvement and optimization of the current use of the service marketing strategies of SZ Telecom. The improvement measures it proposed have a guiding role on the actual service marketing. At the same time, the ideas and methods used in this research can provide reference for the Key account service marketing strategy in other industries.22charts,10tables,47references.