Research on Innovation of Service Marketing Strategy in Mobile Communication Industry

Research on Innovation of Service Marketing Strategy in Mobile Communication Industry

Nowadays, with the rapid technological innovation, mobile communication operators should increase service quality and technical input to curb low-value customers, so as to make products better meet customer needs and provide customers with higher quality services, and gradually promote the transformation of new customers with low value and low loyalty in Zhongcheng Gao to old customers with high value.

Abstract: China's mobile communication industry is relatively mature, and the market competition is becoming increasingly fierce. It is increasingly difficult for mobile communication enterprises to expand the market. Faced with the double dilemma of lack of customer service resources and low success rate of product marketing, we can meet customer expectations by grasping customer needs and implementing effective service marketing strategies. By analyzing the marketing characteristics and development status of mobile communication operators, we cluster customers, analyze the differentiated needs of customers at different levels, seize the opportunity of developing services, intelligently implant service marketing products, and put forward corresponding service marketing strategies to achieve a win-win situation of service, marketing and customer perception, and gain greater competitive advantage in the highly competitive market.

Keywords: mobile communication; Service marketing; Marketing strategy innovation

1 Introduction

With the intensification of market competition and the continuous improvement of marketing system, as well as the constant changes in the internal system of mobile communication industry, mobile communication enterprises are required to formulate more elaborate and innovative marketing strategies. At present, the customer groups of mobile communication enterprises are relatively large, and the demands of customers for mobile communication are more and more diversified, and the demands of different customer groups for mobile communication services and services are obviously different. Competition for different customer groups and targeted promotion of products are the focus of competition in the mobile communication industry. The mobile communication industry is a knowledge and information technology-intensive industry. In the process of information provision, knowledge dissemination and media operation, it is necessary to integrate customer service and marketing, formulate innovative strategies for service marketing integration, further tap the overall value of customers, and enhance the market competitiveness of mobile communication enterprises.

2 mobile communication marketing characteristics and marketing development status

With the continuous growth of China's economy and the continuous expansion of the mobile communication industry, China Mobile, China Unicom, China Telecom and other communication service enterprises have become the largest mobile communication operators in China, mainly engaged in mobile voice, data, IP telephone and multimedia services and home broadband services [1], which has the characteristics of wide business coverage, large users, fast product and communication content updating, and has also formed the characteristics of the mobile communication industry marketing itself.

2. 1 Marketing Features of Mobile Communication

In the past marketing model, the mobile communication industry mainly competed on the basis of price. Now, mobile communication enterprises have begun to innovate in business and promote brands, which is a qualitative leap. The mobile value-added services and network brands launched by China mobile communication enterprises have gradually enriched people's life, entertainment and information, and also increased market attraction and competitiveness. Due to the instability of competitive market, mobile communication enterprises attract more customers' attention by promoting data services, gradually introduce high-tech and high-speed brands, and gradually expand the market of mobile communication industry. [2] The traditional promotion method of mobile communication enterprises is to carry out marketing promotion activities in the business hall through advertisements and leaflets, which will lead to less customer resources and limited information resources for customers. In recent years, with the continuous development of computer network technology, mobile internet has gradually penetrated into people's lives, and mobile communication has gradually moved closer to the Internet, which has broadened the channels for customers to obtain information and made it more convenient and faster for customers to obtain information. Because of the large-scale users of China communication business and the large number of users covered by its products, in order to cover every customer, they have invested a lot in advertising and the products are updated rapidly, so it is necessary to change the marketing content regularly. If we can't grasp customer needs in time, we will lose customer resources.

2.2 Mobile Communication Marketing Status

In the past, the marketing of mobile communication enterprises mainly focused on promotion, without comprehensive theoretical research and data analysis on customer needs and customer type differences, which made it difficult to meet the needs of customers at different levels for mobile products and services. The integration of communication channels and marketing links of mobile communication enterprises is relatively weak, customer service and marketing means are not integrated, and strategic and innovative marketing strategies are lacking. The research on customer behavior, research and analysis after promotion and intelligent information system are relatively weak, and the degree of attention is not enough. In the mobile communication market, due to the personalized needs of customers, there is asymmetry between income and investment in marketing. With the development of mobile communication market, the competition mode of operators has changed from traditional price competition to product strategy competition, focusing on business innovation and brand competition, and putting customer demand differentiation in an important position of competition. [3] However, some services of mobile communication enterprises have not reached high customer coverage, and some high-value old customers are lost after the business expires, such as home broadband service, which will lead to the loss of some high-value old customers after the home broadband expires.

3 mobile communication marketing strategy

According to the current market situation of mobile communication industry, this paper studies and analyzes customer behavior data by big data method, makes clear the differences among major customer groups, and analyzes the different characteristics and needs of different customer groups. According to customer value and other customer attributes, customer groups are preliminarily divided into four categories: new customers with flow control, old customers with high value, customers with partial voice and customers with low value suppression. In view of these four types of customers, this paper puts forward feasible marketing strategies to meet the needs of different customer groups and provide personalized services to customers. Service quality is the key and core part of service products and enterprise marketing strategy innovation. We should deeply understand and understand the importance of service quality to the marketing activities of China Mobile Communication. China Mobile Communication is a combination of technology and service. When there is no big difference between products, the key to marketing success is service quality. The innovative way of marketing strategy of mobile communication operators is to accurately locate customers in different stages and states of mobile service life cycle, so as to take active service marketing measures to realize three changes of customers: transforming some business customers into balanced demand customers, transforming single business customers into compound service customers, and transforming new customers with high loyalty, low value and low loyalty into old customers with high value. [4]

3. 1 new customers for flow control

The main customer groups of mobile communication operators are young people, who prefer multi-traffic services. For young customers, we should focus on the adaptation of traffic packages and upgrade guidance services, and gradually release and meet the traffic needs of customers. For new customers with traffic control, they can apply for a traffic card with traffic as the main factor and add traffic at different time periods to meet the traffic demand at different time periods. The main service marketing direction of new users of flow control is to enhance customer value and customer loyalty. At the same time, optimize service quality around traffic usage, improve customers' perception of traffic usage, and strengthen the implantation of sticky business, and gradually enhance customer value and loyalty with the growth of customer age and network age.

3.2 High-value old customers

Is the high-value old customer group in the "28" effect? A few people contribute most of the profits? Customer base. On the one hand, the active service marketing direction of such customers is to strengthen the maintenance of customer relations, on the other hand, to tap the overall value space of customers. For example, development? Do old customers apply for broadband discount? High-value old customers do not have access to broadband, which can provide high-value old customers with additional discounts for home broadband processing or upgrading, and improve the coverage of home broadband for high-value old customers. When the use of broadband is about to expire, we can increase the intensity of urgently needed concessions, retain high-value customer resources and enhance the overall value of high-value old customers.

3.3 Voice-biased customers

The mobile communication market in China has gradually developed into a unified communication service, and gradually introduced new functions of the Internet, allowing users to realize various operations based on the address book, such as initiating multi-party calls with one button, and allowing users to select multiple members from the address book for calls. For customers who are partial to voice, carry out marketing promotion activities through voice business and telephone sales. The combination of service and marketing will transform the demand business of some voice customers into balanced demand, and gradually develop Internet business, so as to transform single business customers into composite business. Consolidate the stickiness of high-value old customers through full-service cross-selling and further tap the overall value of customers.

3.4 Low value to curb customers

Nowadays, with the rapid technological innovation, mobile communication operators should increase service quality and technical input to curb low-value customers, so as to make products better meet customer needs and provide customers with higher quality services, and gradually promote the transformation of new customers with low value and low loyalty in Zhongcheng Gao to old customers with high value. On the basis of the original customer resources, fully tap other potential customers through information communication and telephone interviews. On the one hand, it is necessary to strengthen service quality control, provide better services for customers, enhance customers' service perception, attract more customer resources, and transform more low-value new customers into high-value old customers; On the other hand, increase investment in science and technology, so that the products of mobile communication operators can better meet the needs of customers and enhance the satisfaction of customer experience, and provide customers with more high-tech services.

4 conclusion

China's mobile communication industry is in a booming stage and has become an important driving force for information innovation in the Internet era. In the fierce market competition, in order to develop healthily in the Internet era, mobile communication operators must integrate Internet-based services and marketing methods, on the one hand, explore the concepts and consumption behaviors of customers at different levels, provide personalized services for customer groups with different characteristics, and update marketing concepts and innovative marketing strategies. On the other hand, on the basis of the original customer resources, fully tap other potential customers, effectively divide the market, organically combine service and marketing according to the idea of service strategy innovation, carry out product innovation and marketing model innovation, and continuously meet the needs of customers, so as to obtain sustainable competitive advantage.

References:

[1] Ji Aihua, Cai. Research on Marketing Strategy Innovation of China Mobile Communication Service Industry [J]. Technical economy, 20 13( 1):47-49.

[2] Chang Li. On how to innovate the marketing strategy of mobile communication service industry [J]. Times Trade (Middle), 20 12(S8):2 1-22.

[3] Ma Feng, Yang Yufeng. Differentiated service strategy in mobile communication market [J]. Mobile Communications, 2003( 12).

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