|
Title: |
Services Marketing of Telecom Enterprises in Mobile Internet Era |
|
Source: |
International Conference on Engineering and Business Management 2012(Part 1 Enterprise Operation and Management（1）)
(pp 433-436)
|
|
Author(s): |
Xiangheng Deng, School of Economics and Management, Wuhan University, Wuhan, China, 430072 |
|
Abstract: |
The consumer demand and the ways of consumption have changed a lot in mobile internet era. For telecom enterprises, the traditional ways of marketing and service operations management are not suited to these changes. This article draws on the service marketing theory and applied to the telecom enterprises. The article thinks telecom enterprises should innovate their service mode and implement four changes: from product promotion to experience marketing ; from the standard service to the intelligence service; from closed service to open service; from passive service to active service .By these changes ,the telecom enterprises can improve competitiveness , improve consumer satisfaction and loyalty.
|