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M1M______________________MMMMM2Title:TheStudyontheStrategyofCustomerService&ActualizeofMCompanyMajor:MBAName:ZhaoYangSignature:Supervisor:DongAnbangSignature:AbstractInthepresenttimesofinformation,withthedevelopmentoftechnologyandthedemandofthecommunicationandattaininformation,thedemandofthecommunicationmobileterminalproduct(mobilephone)areincreasing.ForcontinuousmanyyearstheChinesemarketsalesvolumeofthemobilephonehasincreasedsharpeachyear.Withthenewproducers’joinandtheoldbrandlargeproducersenlargeinvestscale,themarketwasfullwithallkindsofbrandsandmodelscellularphones.Forthemobile’squalityhavebecomethesame,thecompetitionaregettingstronger.Basedonthiskindofbackground,ithasbeenrealizedthatoneaspectsofmaintainandenlargethecorecompetitivepowerishowtoimprovethequalityofcustomerservicesfurtherinthecruelindustrycompetition,andtoimprovethecustomer’svalueandsatisfactorydegreetothemostextent.Mcompanymetthesamechallenge.Inactualwork,howtooptimizestheservicenetworkandenhanceserviceagents’managementbecomethekeytoconstantlyimprovecustomers’valueandsatisfaction.AccordingtofactualsituationofcustomerserviceinMcompany,analyzedtheinternalandtheoutsideoftheMcompany,thisthesisofferedthedevelopingstrategyforthecustomerserviceswork.Combinedwiththefactualwork,usetherelativemanagementtheory,suchastheoperationtheorymodel,servicesoperationmanagementmodelandAHPanalysistheorytoresolvethepresentproblems,suchasthenetworkdevelopment,enhanceserviceagentsmanagementandsoM3on,putforwardthereformedimplementdesign,evaluateditscientifically.ThisthesisprovidesuggestionsandmethodstoimproveservicequalityinMcompany,it’smoresignificanttoactualwork.KeyWordsMobilephoneCustomerserviceServiceagentCustomervalueTypeofThesisAppliedFoundation411.1(1)1.1.1(1)1.1.2M(3)1.1.3M(5)1.2(9)1.3(14)1.3.1(14)1.3.2(14)2M2.1(16)2.1.1(16)2.1.2(17)2.1.3(18)2.1.4(20)2.1.5WTO(21)2.2(22)2.3(29)3M3.1(30)3.2M(31)3.3(31)3.3.1(31)3.3.2(32)3.4(33)3.5(34)4M4.1(36)4.1.1M(36)4.1.2(37)M54.2(41)4.3(42)4.3.1(42)4.3.2M(43)4.3.3(43)4.3.4(44)4.3.5(48)4.4(48)4.4.1(48)4.4.2(49)4.5(56)4.5.1(56)4.5.2(58)55.1M605.2615.2.1615.2.2625.3635.3.1635.3.2645.3.3675.4725.4.1725.4.2735.4.3735.4.4775.5786798081611.11.1.11978,,20017,819871118,,14,2001,1.4511-11991-200119911992199319941995199619971998199920002001()4.817.763.8157363685132324984324852614512(%)1602692601461318893.188.875.497.1700200040006000800010000120001400016000199119921993199419951996199719981999200020011-1M71949FCC----2200010GSM890099001994GSMGSMGSM1996GSM371998251999810GSM1997GSM1998GSM19998GSM365258362001200115%19992.52002302001200027372096641CDMAGSMCDMACDMA2002950200220053.81.1.2MM1928MM950%M199060019932160M40%200150065M1987MMGSMCDMA1l72610000MCCID20024M32.7%82001M345M1-2MChannelMarketServiceMPCGISSSalesDistributData10PCSMarketingGISSDistributorChannelServiceSalesData1.1.3Ma.1PhilipKotler2PhilipKotler3LalondeZinszerMMMMM11b.MMMM3PCDCCSSA1-3MPCDCCSCSCSCSCSSASASASA12c.M13MMM1,S1-OTC(ServiceOne-OvertheCounter)2TSSCTotalSolutionServiceCenterMM3MAWC(AnnouncedWarrantyCenter)Md.MM1-41-4141.21.2.1PhilipKotlerTotalCustomerValueTotalCustomerCosta.b.c.M15d.a.b.c.16a.b.RyderTruckRentalc.GEPlastics()M17,680011%d.1.2.2a.•••••b.181.2.3theanalytichierarchyprocessAHP2070A.L.SaatyAHPAHP••••1.2.4a.b.c.M19d.e.ABCABC20%80%ABCABCABC1.31.3.1MMa.b.20c.1.3.2,MMMSWOTMM211-4MMM222M2.12-1192-12.1.12001GDPM237.52002GDP78GDP7%“”“”32005GDP7%4.7%2.5%30%2020014601.6200171.5%28.5%20008.1%8.1%95%9%2.1.22000GSMGSMGPRS3GGPRS--2.5GGSMGSMGSMGSMGSMGSMGSM3G3G243GCDMA2000WCDMATD-SCDMATD-SCDMA3G20013G20023G20033G20062G3G3G500070002G2000300020082G3G520102G4G200820102-2GSMCDMA2-220002005GSMCDMA2.1.3200121(1)1-2(2)M252-4•A•B•C•D•E•F2-4a.2226b.c.d.2.1.41999414552000925(),,,,,WTO(20011221),,WTO4ITATRIPS“”M27200071225200111152.1.5WTO200111WTOWTOWTO251115200211“”50%28“1”23“”ADSLOEM“”20015“”114370%Flextronics“”3G3G3G3G3G3G20043G2WTO2.22-5M29242-5a.(1)MOEM30SKDCKD(2)25M1-96922000376338(3)M(4)Mb.OEMSKDCKDM31MMMc.d.GSMGSMCDMAe.200119200020034010••••12000210919619981225lGSM19981502003219851986NMT450NMT1989ETACS90GSMGSM2198219941055027250002000733421GSMGSM1996S420199719981999GSMWAPGPRS3G2633GSMCATT3GTDSCDMA650GSMTDSCDMA2000M3335156500209320002605140199419971999GSMGSM1800MHZ1900MHZGSM125GPRSGPRSGPRS2000647GPRS3GPRSWCDMACDMA2000EDGE40002410460301996719994.52000269.913134CDMACDMASKTCDMA2000CDMA19991750CDMA38%CDMA50%2005GSMCDMA3GIMT2000IMT20005612800700GSMFTA300M352.3M2-12-1M,,,,,363M3.13-13-1Prodice,Prodice=Product+ServiceProdiceM373.2MMGSMCDMA20003-1M63-1GSMTalkaboutTimeportVdotAccompliCDMAT2288T7689V998A6188V8060T2688T7789V8088A6288V680T2988T189V66(GPRS)A388V730T191V60T190C289V70E3603.33.3.1MMM2853111243MM38M12TCL3.3.2••50•••MMMa.MMMM39b.MMc.MMd.Me.M83.4,M,:3-2•,,•••••403.5M3-33-3a.M41b.424M4.14.1.1M,M285,31,243,11,4-14-14-14-1TSSC22100%00SOTC151280%320%TOTAL1714825%3175%:MM434-2274-2135014%460023%111022%726050%113024%830053%131016%773037%165018%9100028%:MM20014-201002003004002000200120024-2M44a.Mb.c.MM4.1.2a.281•,•••••2••b.M454-3Mc.MM(1)MM(2)1)15%20%5%20%2)OneStopSolutionSOTCMM(M1234670%70%3