Research On The Development Strategy Of Market Segmentation In Mobile Value-added Service Of Telecommunication Companies

After 10 years of development of China's mobile value-added services, it has gradually trend to a rational and mature in management, business models, cooperation and win-win aspects, the government telecom administration section, mobile communications operators, CP/SP is gradually changing the ideas of development, get rid of the non-rational vision of mobile value-added business. The whole of China's mobile value-added services market present the character of "based in rectify and standardize market, mature and stable development of SMS and other value-added services particularly 3G mobile value-added services quickly entre to market and the rapid development".The starting point of this thesis is analyzing consumer behavior and the factors of customer value in market segmentation, based on that to study the market segmentation approach of value-added services and promotion in mobile telecommunications company, combined with the theory of marketing strategy to explore development strategy in mobile value-added telecom services business so as to guide the development of mobile value-added services.Through Literature review, the thesis reviews on marketing management related and customer value theory, and puts forward the thesis research methods and frameworks; describes the concept of mobile value-added services, features and types, analysis of the status prospects of domestic and international mobile value-added business; use the theoretical knowledge of market segmentation, described in detail of market segmentation methods in mobile value-added services for telecommunications companies ; Using the marketing theory of mobile value-added services market environment, put forward business development strategy from product development, marketing mode and other aspects of mobile value-added telecom enterprises, and proposes partner management philosophy to strengthen the social responsibility .Finally, combing with the segment of Hainan Unicom and Mobile value-added services, using cross analysis based on user value and consumer behavior, aimed to early evening news business for specific market segments of potential users, and put forward development strategy of Hainan Unicom's mobile value-added business in the new situation.