Dissertation > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management

Research on Marketing Strategy for QHD Mobile Company Based on Customer Satisfaction

Author ZhangHuanQing
Tutor LiuXiZhen
School Tianjin University
Course Business management
Keywords Customer satisfaction Marketing strategies SWOT analysis Telecommunications industry
CLC F626
Type Master's thesis
Year 2011
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Has long been considered a natural monopoly industries in the telecommunications industry has finally realized the separation of enterprise restructuring in the telecommunications industry , China’s Telecommunications industry from a monopoly into the stage of monopolistic competition. Under the circumstances of customer demand and communication technology progress to promote telecommunications services under the background of the diversified development, Customer gradually enhanced their awareness of consumers on the telecommunications business., the underlying business gradually transfer to value - added services. Qualities gradually transfer to the quality and safety of information management. However, as a result of extremely unbalanced development of the telecommunications industry service level, high users of complaints, intensified competition and consumer demands have called for upgrading of telecom service quality.The article firstly study on the overall development of the communication industry and SWOT analysis of QHD on the company’s actual conditions, focus on marketing strategy theory, the service profit chain theory and customer satisfaction theory. Secondly, on the basis of domestic and foreign customers’satisfaction index model, construct the customer satisfaction model in the communications industry. The model is applied to QHD and the company’s customer satisfaction research, t in the process of empirical research, through statistical analysis of survey data and found that the QHD in pricing strategy, promotion strategy, service strategy and other key issues.Finally, on the basis of the theory of scale and Customer Life Cycle theory, put forward specific issues existing in the company’s marketing strategy for the QHD, in order to improve customer satisfaction, and enhance The QHD Company’s competitiveness in wide business development stage.

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