Service Marketing Based on Crossing the Chasm for China Telecommunication Industry
The customers are able to choose among multiple service providers and actively exercise their rights of switching from one service provider to another in the telecom industry.The same situation exists in China,specially,when Chinas WTO entry.In this fiercely competitive market,customers demand tailored products and better services at lower price,while service providers constantly focus on acquisitions as their business goals.In this paper,Geoffrey Moore Crossing the Chasm theory will be used to serve the telecom products,specially innovational telecom products,such as 3G-based services. The characteristics or technologyadoption cycles of these products/services markets and relevant the groups of users psychographic will be analyzed based on the Moores model.Finally,the products/services marketing policies or design will be proposed for decision support.
Li,Tong Chen,Zhimin Lu,Peng
College of Management,Shenzhen University,Shenzhen,China,518060 Shenzhen Scitel Digital Ltd.Co.
国际会议
PAN-PACIFIC CONFERENCE XXVI(“战略创新、协作融合泛太平洋管理学会第26届年会)
深圳
英文
374-376
2009-06-01（万方平台首次上网日期，不代表论文的发表时间）