Research Of Customer-oriented Marketing Management In Deyang Branch Of China Mobile Communication Company

On the background of globalization, the economy of China has been developing rapidly during past 30 years. The intense competition has been taking part in the telecommunications industry. There is a serious homogeneity in products, services, technology. Meanwhile, fundamental supply and demand relationship was reversed in this market, and it has formed a typical buyer’s market. Besides, the customer loyalty declined rapidly in pure hard advertising effect.It has been unable to effectively stimulate consumption and expand market share, so the traditional marketing management can not meet the competitive requirements of the telecommunications industry. As a prefecture-level city of mobile communication service providers, how could the company of De yang mobile do well in marketing and management services as much as possible ?This paper is based on the theory of marketing services and combined with the marketing 7P theory, STP theory, the long tail theory. At the same time,the paper takes the theory of "7P+1L" as the main line and uses literature research, investigation and case analysis as research method, through which the paper makes a detailed analysis of the current situation and problems of marketing management for Deyang mobile. Moreover, This paper presents the status quo of Deyang mobile market, competitors, products, prices, personnel, service process and so on and points out the shortcomings of Deyang mobile in products, services and channels, which lays the foundation for the further marketing management.From the perspective of service marketing 7P and the long tail theory, this paper proposed the upgrading route of Deyang mobile marketing management, including the following 7 aspects. The first point is to meet the needs of customers and develop quality products and launch a reasonable service package. The second point is to combine the on-line and off-line mode and accelerate the mobile mall as well as the store of the marketing building. The third point is to optimize the channels of marketing services and strengthen communication with customers. The fourth point is to Strengthen the marketing service personnel training and improve the quality of the manager so as to improve the service level of Deyang Mobile. Fifth, improving the existing channel marketing level during the construction of the business network. Sixth, improving customer satisfaction. The last point is that grasping the long tail of Deyang to extend the industrial chain.On the basis of the perspective of service marketing 7P and long tail theory, the thesis proposed to take deeply effective path on the Deyang mobile marketing management. It included the following aspects. First, the development of quality products and service packages launched reasonablely, so as to meet customer demand. Second, the combination of online and offline(Online To Offline) mode, accelerate the construction of mobile marketing and entities Point Mall. Third, it should optimize channel marketing services and strengthen communication with customers. Fourth, it is useful for them to strengthen the training and marketing services to enhance the quality of management personnel and improve service levels Deyang move. Fifth, strengthening of existing marketing channels to enhance the level. Sixth, to improve customer satisfaction. Seventh,it should grasp Deyang long tail to extend the industrial chain.