| Guangdong is the most fiercely competitive market of SMS (Short Message Serves). SMS market of Guangdong has matured after 4 years' fast development from 2000 to 2003. In a market having a plenty content provided by SPs (Service Providers) and customers increasingly demanding for high-level content, how those medium/small SPs, that have not entered the market so long and have less media resources, could challenge the market competitions? From the point of view of developing new products, the essay analyzes the strategies and methods of how medium/small SPs should survive and develop in the competitive market.For long, some medium/small SPs either copy the new product that the competitors have developed, or develop a product .based on one's wishful imagination of the market. This blind strategy without reference to a marketing research has seriously jeopardized medium/small SPs' own development. How to keep and sustain the customer increase? How to survive the fierce competition and keep growing to be the leader in the market in the end? The essay wants to apply a scientific method to analyze the market, study customer and competitors, and find out the best method and strategy for helping the bottlenecks that medium/small SP might have confronted when they are trying to develop. And this is also the utmost purpose of the essay discussing medium/small SP' developing strategies.The marketing analysis of studying the customers, competitors and the whole market has become the most reliable theoretical basis of medium/small SP developing and differentiating new products. The medium/small SP should develop the products on the basis of customers' demands and competitors' analysis. Those products are possible to be creative and marketable.
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