Marketing Strategy For China Mobile Value-added Services In 3G Times

ABSTRACT:In the era of 3G mobile internet, the mobile communication network and the Internet converges together, the rise of corporation:Microsoft, Yahoo, and Google, representing the development of global IT industry from software, portals, to search engines. And now the iPhone of Apple, the social networking site Facebook are leading a new Internet revolution. The mobile communication operators have entered the Internet field entirely. How to build a strong industrial chain, and take the leading position is the new challenges faced by the operators. The value-added services refer to applications for individual users, generally, they are download (reading content, music, video, games, etc.), mobile payment, mobile news, location based service, application store, Fetion, lobbyists and Internet browser services. After several years" rapid development, value-added services market has had a large-scale of users, the majority of business has grown to market maturity period from the market growing period. Different from traditional services, the new business are personalized, diverse and fast-growing, which requires operators to innovate marketing model in the sale & marketing process when implementing VAS, such as relationship marketing, integrated marketing, strategic alliances, payment marketing, network marketing, service marketing, experiential marketing and so on.In this background, this paper analyses and studies China Mobile VAS' marketing strategy in the era of mobile Internet. And with a number of theories and methods in the marketing, strategic management studies, take my own view point and the solutions for the problems in key VAS marketing process. From the daily work experience and a large scale of survey, study and analyze the documentations, this paper reveals the VAS's marketing situation, marketing model, and based on the characteristics of different services, researches the operating data, avoid the talking of generalities, made the solutions are practical. Firstly, this paper analyses China Mobile's overall services development strategy and the VAS operating situation, then based on the problems of several key services'(such as reading, music, video, gaming and mobile payment) marketing situation, applying 4P marketing theory, analyses the product design, service pricing, sales channel, promotion strategy, proposes China Mobile's VAS marketing strategy, give out the solutions for CMCC when facing the market change, how to adjust the marketing strategy, expand the market share, maintain the leading position, control every VAS' industry chain.In the end, this paper reveals that in the era of 3G mobile internet, CMCC should keep the 4 topics of product, pricing, channel and promotion in mind, with the proceed of industry cooperation, complete different competition strategy, innovation marketing model etc, ensure the high speed development of VAS, to keep the leading position in the high speed developing information industry, to maintain the service highlights in era of 3G mobile internet.