Analysis:"marketing" strategy

the supply of tangible products, telecommunications services (products) and services the provision and consumption occur simultaneously, the inseparable characteristics that can not be stored."Service marketing" has become one of the trends of the telecom operators, it reveals the service is not limited to the role of complement and supplement, and became the protagonist of the competition on the market.

communication consumption is different from general consumer goods, is not a"one-off & rdquo ; consumer behavior, but with more follow-up services, these services become an integral part of communications products, has also become important measure of consumers to buy communications products.User to choose which operator to select which goods of the operator (brand, communications packages), are closely related to the operators can provide services.

Recently, China Unicom, the main push"off-site a replacement card, the National card charge, flow, reminders, online business, mobile business hall, SMS Business Hall 3G exclusive agent such as a number of convenient services initiatives can be described as a strong signal of the operator started a new round of" service marketing"war.

is worth mentioning that these initiatives fully based on user the need for the first time to break the geographical restrictions of the past, operators of communications services, the establishment of a national integrated service platform.For example, the Unicom, the main push of the off-site fill the card business, and allows the user to be able to go through the phone card in any business hall, the ordinary user simply 45 element can be directly handled, China Unicom VIP users free re-submit, user-friendly communication in a foreign life.National one card charge"service, breaking the geographical restrictions of the card provided a lot of convenience for consumers to travel often, to return home to visit relatives.

differences in the products provided by the operators of smaller and smaller circumstances, to provide users with differentiated services has become the key to the operators to win users.Operators only continue to segment the user population, to provide differentiated services for different use groups, in order to win customers and win market.

for the young user population use the mobile Internet dependence continue to increase through electronic channels to handle the relevant business has increasingly become the first choice for users.In this regard, China Unicom, the main push of the online business, mobile business hall and SMS operating room, and take the lead in the form of a unified national registry Web site, to provide users with 7 * 24 hours of uninterrupted service.

in terms of tangible products, customer service, customer service is generally limited to after-sales Passive solve a series of questions that customers use.Telecom operators, customer service far does not stop there, from the admissibility of customer inquiries, complaints and fault reporting, to provide protection for the care type of service, and even extends to the service of the customers work and live.This feature is based on customer communication products, customer experience and perception of the stimulus, and the operators to meet customers' needs, a secret weapon to win customer favor and loyalty.

from the traditional business hall to 10010 telephone customer service center to online business, mobile phone business hall SMS business hall, service channels, by the entity to the virtual, regardless of the willingness of customers to feel face to face service or prefer to knock on the keyboard, or are willing to make a phone call, customers can always find the one most suited to their service channels.These service channels to break the limitations of time and space, saving customers time costs, most importantly, the customers the convenience of receiving services.This reflects the service-oriented approach will get the recognition and support of the vast majority of users.

in the telecommunications business diversification, the user needs to personalize the increasingly competitive of today, the operators want to gain competitive advantage, and to provide users with better quality products, more intimate and convenient services to users.