泰国AIS 移动通讯公司营销中的汉语服务调查研究

Abstract

亿旺资讯有限公司（Advanced Info Service，简称AIS 或AIS 移动通讯) 是泰国最大的 私人电信公司，拥有最大的市场份额。由于中国游客来泰国旅行的人数逐渐增加，AIS移动通讯为 了发展中国市场，向中国游客推销AIS的电话卡，这需要在电信产品上满足客户的需要，提供良好 的汉语服务。本论文研究的目的是分析AIS向中国客户推销电话卡的营销和汉语服务的情况，指出 AIS 在汉语服务方面出现的问题，提出改进的建议，以提高汉语服务的水平，增强AIS 在泰国电 信市场的竞争力。 论文的方法包含三个方面内容：文献分析法、问卷分析法和访谈法。论文的主要内容包括 三个方面：一是说明AIS 公司的发展和经营状况；二是通过调查说明AIS公司汉语服务和中国客 户对AIS 汉语服务的满意情况；三是对调查结果进行SWOT分析，发现AIS在电话卡营销方面 出现的问题，提出解决问题的方法。 研究表明AIS在电话卡推销和汉语服务方面总体上是比较好的，具有一定的优势，但与其 他电信公司相比还缺乏竞争性，缺乏专业培训，线上汉语服务有待加强。另外，AIS公司还需要加 强广告宣传和发展中文网站，以满足中国游客的需求，提高汉语服务水平。

Advanced Info Service (or AIS) is Thailand's largest private telecommunications company and has the largest market share. Due to the gradual increase in the number of Chinese tourists visiting Thailand, in order to develop the Chinese market, AIS Mobile Communications sells AIS phone cards to Chinese tourists. This requires telecommunications products to meet the needs of customers and provide good Chinese services. The purpose of this thesis is to analyze the marketing and Chinese service of AIS phone cards to Chinese customers, point out the problems of AIS in Chinese service, and put forward suggestions for improvement to improve the level of Chinese service and enhance AIS's presence in the Thai telecom market. Competitiveness. The method of the thesis includes three aspects: literature analysis method, questionnaire analysis method and interview method. The main content of the paper includes three aspects: one is to explain the development and operating status of AIS company; the second is to explain the Chinese language service of AIS company and the satisfaction of Chinese customers with AIS Chinese service through investigation; the third is to conduct SWOT analysis of the survey results and find AIS proposes solutions to problems that arise in the marketing of calling cards. 803 Research shows that AIS is generally good in phone card sales and Chinese services, and has certain advantages. However, compared with other telecommunications companies, it still lacks competitiveness and lacks professional training. Online Chinese services need to be strengthened. In addition, AIS also needs to strengthen advertising and develop Chinese websites to meet the needs of Chinese tourists and improve the level of Chinese