| Nowadays,a new generation of information technology such as the mobile Internet,cloud computing,triple play and Internet of things is developing rapidly. Great changes of information and communication industry have taken placed in China. As the national informatization advancement speeding up,the competition of communication industry market is more and more fierce. In order toenhance the market competitiveness,communication companies are active in industrial upgrading and technological innovation to seek for a new path in the future development.Communication Science and Technology co., Ltd. Of Changchun FAW is a wholly owned subsidiary of China first automobile group co.,Ltd. After years of development,the company has set up a modern management system to adapt to market competition and formed an open development pattern gradually. At present,the company has built a multi-communication service platform with the leading technology,perfect functions and extensive business. The company has established a long-term cooperation withseveral domestic large telecom companies in order to provide high quality communication services for FAW group and the residents. The service marketing strategy of the company centers on "management,marketing and service". Aiming to enhance the competitiveness,the company must exploit the advantages to the full,judge the situation scientifically,seize the market opportunities,improve the development ideas,strengthen the operation and management capacity,speed up the adjustment of the structure,continue to expand and improve the efficiency steadily. With the development of the national informatization,the company is facing a very important moment of transformation and upgrading. Through investigation and analysis of the company,we find four main problems of the company. First,lacking of a clear marketing objective. Second,ignoring the brand effect. Third,the marketing channel is too single. Finally,lacking of professional marketing talents. In this paper,we study the service marketing strategy for the development of the company under this background.In this paper,we put forward suitable marketing strategies for the development of Communication Science and Technology co.,Ltd. Of Changchun FAW,basing on the STP and 4C marketing theory. The paper is divided into four parts. The first part is introduction. We introduce the research background,significance,research contents methods and review the current research papers. At the same time,we introduce the development of STP theory and 4C theory. The second part is the present situation of Communication Science and Technology co.,Ltd. Of Changchun FAW. Including the development of company and its marketing strategy. Then we sum up the problems of the company. The third part is the analysis of the influence factors of service marketing. First of all,we analyze the macro environment from the aspects of policy, economy, society and technology. Secondly, weanalyze the micro environment from the aspects of customers,competitors,internal environment and service quality. At last,we use SWOT analysis method to find out the advantages and disadvantages and the opportunities and challenges. The fourth part is the service marketing strategy formulation and implementation of security. First,we use STP theory to segment the market,select the target market and find the market position. Then we use 4C theory to put forward the company’s service marketing strategy,i.e.,the service strategy according to the customer demand,the cost strategyaccording to the technology innovation,the sales strategy according to convenience and the communication strategy according to the satisfaction customers.Finally,we put forward themethods to implement the marketing strategy,including perfecting the company’s marketing organization system,setting up a morespecific marketing management system,strengthening the construction of marketing information,forming a high-quality marketing team,and constructingan enterprise culture called “taking the customer as the center”. |
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