Study On The Value-Added Service Marketing Tactics Of China Mobile Zaozhuang Branch

The Value-Added Service is a type of service that developed on the mobilecommunication network, addition to the traditional speech service oftelecommunication. In recent years, it has developed rapidly around the whole world.By the end of December, 2006, the mobile subscribers of China mobile company haveamounted to 318 million households, the avenue of the Value-Added Service, raised to￥800 million, and the proportion of Value-Added Service has gone beyond 24% inlast year. So, it takes on a strong development trends in china mobile's Value-AddedService, and mobile communication Value-Added service has enjoyed a fastdevelopment in recent years.This paper researches on how to develop the mobile value-added service and itsapplication efficiency, building efficient promotion place and promotion model,according to the Characteristic of it and the Marketing theory based on the businessstatus marketing model of Zaozhuang Branch of China Mobile communicationcompany. The final purpose is to increase the absolute quantity and Proportion of thevalue-added service, contribute to the growth of profit and business income ofZaozhuang Branch of China Mobile communication company and lay good foundationsfor the company's well operation and development.Marketing strategy is proposed based on the research on the value-added service ofZaozhuang Branch of China Mobile communication company. There are six chaptersin this paper, the market environment, the existing problem and the power of thedevelopment of the value-added service were introduced in chapter 1, illustratingthe research method and theory basis of the paper; the conception, type and feature ofthe value-added service were discussed in chapter 2, illustrating the marketing theoryex. Network marketing and Service marketing under new economy situation; thevalue chain dynamic and the operation model of the value-added service wereintroduced in chapter 3, analysis the current situation and the trend of it, putsforward the challenge and opportunities faced to the value-added service; the currentdevelopment, feature and operation model of the value-added service of ZaozhuangBranch of China Mobile with SWOT method were discussed in chapter 4; includingthe value-added service product constitution and its life cycle; the target marketstrategy and localization, consumer's behavior analysis, product strategy, placepromotion, staff and organization optimization, service innovation etc. were proposedin chapter 5; the suggestion of improving service ideas, staff quality andoptimizing organization of the company were put forward to carry out the marketingstrategy in chaper6; the marketing tactics of the value-added service ofZaozhuang Branch of" China Mobile and the research forecast were summarized inthe last chapter.