Study On Marketing Management Strategy Of Group L’s Call Center

Influenced by the international financial crisis, global economic recovery is still facing difficulties, and the global economy will still be growing slowly in 2015. In this kind of environment, China, as one of the world’s largest economy, the pressure and risk of economy remains higher. However IT industry, which is the strategic pillar industry of China, developed steadily in recent years. The development of IT industry not only created new direction to Chinese economic growth, but also improved ability of the government’s management and service, also promoted the progress of society.With the continuing development of new technology such as cloud computing, internet of things and so on, the competition of IT industry market has been more and more drastic. The progress of economic and social development, and the IT technology unceasingly prompted a constantly changing market and customer needs are also gradually increased. IT companies which want to achieve long-term development, must be positively and actively try to use various methods to grasp customers’requirements and direction accurately. Customer’s demand must be found out in time in order that the marketers obtain time advantage, provide products to customers according to their requirements, set up reasonable marketing strategy, seize market opportunities, increase market share, maintain and expand the existing market. Call Center, as a mechanism handling with consulting and service demand from customers, is the most direct window for customers, So it must know customer’s demand timely and accurately. It is a bridge to perfect customer relationship with modern enterprises, expand the market, communicate with customers. Therefore, it is valued by more and more enterprises and become one of the most important enforcement tools of enterprise marketing strategy.Taking Group L Call Center as a sample, this paper studies marketing management strategy. From the perspective of customer needs, the paper takes marketing theory such as 4Ps and 4Cs as instructions. Some research methods including Literature research, Empirical study method, Questionnaire survey method are used to analyze problems in market administration, such as confusion of customer management, unsound sales mechanism, asymmetry information distribution, single promotion methods, assessment of insufficient incentives and so on. The study finds out that competition in the IT industry has grown steadily worse. Call Center, as an important link of connecting to the customer, has two service areas. One is telephone sales and another is customer service. In order to support the development of the company’s performance and expansion better, Call Center must establish a set of suitable marketing management strategies, to improve its performance, business management level, internet marketing, examining motivation and so on.The research puts forward executable solutions for Group L’s Call Center by developing marketing strategy, resolves its present problems, and promote its management. The research would play a greater market value for Group L and provides a reference for the IT peer enterprises or B2B class enterprise marketing management of call centers Also.