The Development Research Of The Interactive Marketing On Handsets

Interactive Marketing on Handsets has been born in and cared for intention from 2000, when the SMS service was provided firstly by China Mobile Company. The major difference between Interactive Marketing on Handsets and Interactive Marketing is that the handsets play an important role on the carrier of marketing actions. At the same time, the major difference between Interactive Marketing on Handsets and Interactive Marketing on any other carriers such as telephone, network is the characteristic such as personal secret and close-fitting of the handsets, which make the marketing actions of the enterprises present on a completely new gesture. On the one hand, we all are afraid of advertisement received by the handsets, on the other hand, we also feel pleasantly surprised and even were affected when some thoughtful SMS advertisement achieve, so sometimes we love advertisement from the handsets, and sometimes we hate them. Therefore, the intention of this article is to resolve how the enterprises could succeed on interactive marketing on handsets and how the interactive marketing actions on handsets could develop.In order to resolve the two problems, this article starts on the theories about Interactive Marketing, then give an analysis on the value chain of Interactive Marketing on Handsets and emphasize on what is 'interactive' and how to 'interact', all these analysis base on that of the concept and characteristic of Interactive Marketing on Handsets. At the end, the author provides the Model of TOWS on the stand of the Mobile Company, for example, China Mobile and China Unicom. According to the TOWS, the author gives some strategies about how to develop interactive marketing actions on handsets, which include diversification services, considerate extending styles, extending styles according to subdivision markets and establishing diversification channel in corporation.