| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-16页 |
| ChapterⅠIntroduction | 第16-21页 |
| 1.1 Research Background | 第16-18页 |
| 1.2 Research Significance | 第18页 |
| 1.3 Research Methods | 第18-19页 |
| 1.4 Research Content and Framework | 第19-21页 |
| Chapter Ⅱ Literature Review | 第21-32页 |
| 2.1 Services Marking | 第21-24页 |
| 2.1.1 Services Focus | 第21-22页 |
| 2.1.2 Services Market Segmentation | 第22-23页 |
| 2.1.3 Services Market Positioning | 第23页 |
| 2.1.4 Services Marketing Mix | 第23-24页 |
| 2.2 Customer Value | 第24-26页 |
| 2.2.1 Customer Delivered Value Model | 第24-25页 |
| 2.2.2 Hierarchical Model of Customer Value | 第25-26页 |
| 2.3 Consumer Decision-Making | 第26-32页 |
| 2.3.1 Types of Consumption Decision-Making | 第26-27页 |
| 2.3.2 Process of Consumption Decision-Making | 第27-30页 |
| 2.3.3 Principles of Consumption Decision-Making | 第30-32页 |
| Chapter Ⅲ Case Description | 第32-36页 |
| 3.1 Brief Introduction of GMCC | 第32页 |
| 3.2 Main Business of GMCC | 第32-33页 |
| 3.3 Problems Faced by GMCC | 第33-36页 |
| 3.3.1 Lose Controlling Power in the Telecoms Value-Chain | 第33-34页 |
| 3.3.2 Growth of Data Traffic Demand Stuck in Bottleneck | 第34页 |
| 3.3.3 Rate of Return on Data Traffic Business Deeply Decreased | 第34-36页 |
| Chapter Ⅳ Case Analysis | 第36-63页 |
| 4.1 Analysis on the Competition Environment of GMCC | 第36-47页 |
| 4.1.1 PEST Analysis on the Telecoms Industry | 第36-38页 |
| 4.1.2“Five Forces”Analysis on the Competitors of GMCC | 第38-43页 |
| 4.1.3 SWOT Analysis on the GMCC | 第43-47页 |
| 4.2 Analysis on the Customer Demand | 第47-49页 |
| 4.2.1 Demands on Mobile Communication | 第47页 |
| 4.2.2 Demands on Date Traffic Services | 第47-49页 |
| 4.3 Analysis on the Customer Decision-Making | 第49-51页 |
| 4.3.1 Problems about Choosing a Network Service Provider | 第49-50页 |
| 4.3.2 Problems about Selecting a Monthly Tariff Plan | 第50-51页 |
| 4.3.3 Problems about Selecting a Additaionl Tariff Plan | 第51页 |
| 4.4 Analysis on the GMCC Data Traffic Services Marketing Strategy | 第51-60页 |
| 4.4.1 Service Marketing Positioning | 第51-52页 |
| 4.4.2 Services Marketing Mix | 第52-60页 |
| 4.5 Suggestions to GMCC | 第60-63页 |
| 4.5.1 Improve Customer Value | 第60页 |
| 4.5.2 Guide Customers’ Decision-Making Process | 第60-61页 |
| 4.5.3 Optimize Customers-Oriented Services Marketing Strategies | 第61-63页 |
| Chapter Ⅴ Conclusion of the Research | 第63-67页 |
| 5.1 Conclusion of the Research | 第63-65页 |
| 5.2 Limitations and Further Research Direction | 第65-67页 |
| REFERENCE | 第67-70页 |
| APPENDIX | 第70页 |
