Research On Service Marketing Strategy Of ASB's IP Product

In recent years,the telecommunication market is developing rapidly with the growing scale of business and new technologies,but the world economic slowdown and shrinking investment lead to the increasing competition in this industry.The top five equipment manufacturers are constantly merging and acquisition,restructuring,in order to improve the product lines and reduce costs,to improve the service quality and customer experience.The product era of competition among enterprises has gradually transition to the era of competition in services;the full service marketing is substituting single product marketing and becoming a focus of future competition.As an enterprise directly under SASAC,Shanghai Bell is also the first foreign joint-stock enterprise in China.Shanghai Bell relies on the advanced technology of Bell labs and Alcatel-Lucent's international background,but the company has some deficiencies on service marketing strategy when facing the market changes and the competition with the local companies.How to avoid weaknesses to improve service marketing strategy of IP products is a very important reference not only for the future of Shanghai Bell,but also for improving the services and the competitiveness of other similar joint venture.This article analyzes the macro-external environment and the competition situation among our telecom operators based on the existing IP products service and marketing situation of Shanghai Bell.This article also analyzes the current service and marketing strategies from external marketing(product strategy?price strategy?channel strategy?promotional strategy),internal marketing(workforce strategy),and interactive marketing(process strategy?Physical evidence strategy)using the 7P theory and Service-Marketing Triangle theory.Based on the analysis results,this article provides the recommendations for future improvements of IP products and services marketing strategy.We hope this research can help improve the market competitiveness of our IP products.