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The Research of Building Program and Operation Strategy of Hunan Mobile "phone Clubs"

Author: GuoWei
Tutor: ZhuGuoZuo
School: Hunan University
Course: Business Administration
Keywords: Relationship Marketing Club Marketing Mobile Club Telecommuni- cation Industry Hunan Mobile
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 50
Quote: 0
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Abstract


Since joining the WTO, China’s mobile communication operators are facing with the competitive environment which has undergone tremendous change: the competition between operators is fiercer, and more and more foreign carriers’ entry into China, which is an open market, makes the situation worse . After a series of international and domestic climate change, China’s Communications Businesses need to find a method which can gain the largest market returns at the lowest cost way by marketing and communication, to survive and develop in times of difficulty, and improve the market adaptability of communication operators enterprises.Well-known marketing experts, Philip Kotler in his famous book "Marketing Management" mentioned that the cost of attracting new customers is to keep existing customers satisfied with the cost of 5 times. Can be seen, at the same costs, the maintenance of customers and customer loyalty will give enterprises more profits. Therefore, in the communications industry, the core of its marketing lies in customer loyalty and customers maintenance. The club marketing can be an effective way, which can establish and maintain a continuing positive interaction relationship among the customers, and pass a high satisfaction degree of customers. Therefore, in today’s market segmentation has become increasingly clear trend cases, the telecommunications companies (or other service enterprises) can adopt the operation mode of club in the target market, in accordance with a multi-faceted, multi-angle all-round way to meet customer needs, which will help foster customer loyalty, improve business performance.In this paper, by the review of related literature on the relationship marketing and club marketing, we can understand the relevant concepts and the concrete practice and related development situation. Combined with the profile of Hunan Mobile, this paper proposes a mobile club marketing model and its building program. On this basis, the paper demonstrates the feasibility of the Hunan Mobile club marketing model. In addition, the paper also raises the practical elements of the Business Plan and Strategy.In short, the club is not only a mobile phone service brand, but also an integrated platform, but also an extension of the client terminal, but also an important link to maintain customer relationships. This marketing mode for communication operation is of great significance.

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