Research On The Mix Strategies Of Service Marketing In Huaiyuan Branch Of China Telecom

With the rapid development of science and technology,the category of products is increasing,product homogeneity is also more and more serious.An important way for enterprises to establish competitive advantage is service.Even the most traditional manufacturing industries have paid more and more attention to service.As a high contact service industry,communication industry should pay more attention to the service marketing.Firstly,the writer analysed the internal and external environment of Huaiyuan Telecom,which lay the foundations for the service marketing.And through the analysis of current situation of service marketing in Huaiyuan Telecom,the writer summarized the existing problems of service marketing in Huaiyuan Telecom.According to the above analysis,the writer formulated corresponding strategies according to the service marketing 7Ps theory.The product strategy aims to increase the added value of product,the channel strategy is to strengthen the development of electronic channels,the price strategy is to make up the price disadvantage of Huaiyuan Telecom by enimproving the customer perceived value,and the promotion strategy points out that the innovation of the sales promotion mode and the unification of the promotion process should be paid attention to.The physical display strategy are mainly from two aspects: creating the atmosphere of the hypermarket and stressing the image of smart home,the staff management strategy is mainly to improve the quality and satisfaction of employees,and in order to improve the efficiency of work,the process control strategy aims to optimize customer service process by the service blueprint.At the same time,the writer also points out,marketing strategies of the seven aspects are not always equally important for the enterprise,the enterprise should adopt appropriate mix strategies according to the actual situation.Finally,the implementation of the mix strategies of service marketing is guaranteed by three aspects: the establishment of the inverted triangular support system,the implementation of the assessment which means the marketers must in charge of the area of their own well,and takeing the intensive measures of service recovery.Through the research of this paper,the service marketing theory is combined with the marketing practice of Huaiyuan Telecom,which helps establish the core competitive advantage and protect the operating profit of Huaiyuan Telecom in the price competition.