China Mobile YQ County Branch Service Marketing Strategy Research

According to the China Mobile's 2015 financial statements show that in 2015 net profit of 10.8539 million yuan,this is China Mobile for the third year of profit falling.The reasons for falling profits mainly voice income fell sharply,it not only highlights the is headed by WeChat Internet applications to the communications industry revenues eroded;Increasingly severe external environment,the competition between operators is also escalating,The competition only in product charges,communication technology has failed to adapt to the development,need to go deep into the competition of service marketing system.YQ mobile after 10 years of development,in the YQ county's market share has reached 61%,permeability has reached more than 90%,new users could expand increasingly scarce,China unicom and China telecom constant erosion of YQ mobile's stock of the customer by low prices,binding broadband and mobile phone number terminal contract methods.At the same time the Internet application expanding,the traditional communication challenged,represented by WeChat in Internet application,the traditional such as text,voice,MMS,etc is in a recession,based on the above background,YQ mobile very need to strategy improvement the original marketing service system,to deal with growing competition in the communications industry.The research object of this paper is YQ mobile service marketing system,using induction method,action research method,data reference method and system analysis method,four methods,on the basis of marketing,service marketing,customer relationship management,channel management,strategic brand management,human resource management,e-commerce,such as theory,7 ps service marketing theory(7 p refers to the service product,service,pricing,service channels and network,communication and promotional services,service personnel,tangible demonstration of service,service process)as the main line,explore a way can adapt to the current fierce competition in the market and the challenges of the future direction of service marketing.This article first discusses the marketing,services marketing,4ps and 7ps concept of service marketing theory,find out the theory can be applied to the theoretical basis in this paper.Then status quo of YQ mobile work 7ps as the main line to describe in detail,based on the description content,combined with the overall communications market environment and YQ county local market conditions,the existing problems based on 7ps theory to comb.According to the theory of service marketing and other related theory to tease out the immediate and long-term solutions,establish suitable for the development of the market marketing service system.