Shandong Unicom Company Migration Value-added Service Marketing Strategy Research

Further enhances along with the mobile phone popular rate, our country's mobile communication market entered the buyers' market completely. The intense market competition causes tradition voice feature decelerated growth, the migration value-added service to become the new point of growth. Although the Shandong unicom company has made certain progress in the migration value-added service development, but compares with the competitor, but also has the big disparity. The Shandong unicom company takes one to move the operator, how to adapt the current environment characteristic, according to the China Unicom Headquarters migration increment developmental strategy plan, unifies the own industrial actual state and own status of resources, the question which in the analysis present Shandong unicom company migration value-added service exists, the discussion migration value-added service marketing strategy, thus is advantageous to the Shandong unicom company mobile service income continually, healthily, the fast development, satisfies the people to produce, the life and the work need, has the vital practical significance.This article has used methods and so on system analysis, countermeasure research and comparison research, first asks the question from the Shandong unicom company present migration value-added service's development present situation, then analyzes the question which in the Shandong unicom company migration value-added service development exists, next carries on the design to the present Shandong unicom company migration value-added service marketing pattern. This article innovates the place to lie in the question which exists from the Shandong unicom company migration value-added service marketing to embark, carries on the overall design to the Shandong unicom company migration value-added service marketing pattern, has formulated the detailed migration value-added service strategy, the brand strategy, the marketing combined strategy, establishes the perfect marketing organizational structure, and to the future backstage support, the service supervision, the terminal industry chain and the content industry chain has worked out the detailed implementation development project, and the theory and the practice unify, this article prominent characteristic is feasibility, is advantageous for the implementation promotion.This article altogether 6 chapters, the 1 st chapter of introduction, introduced this article selected topic background and the research significance, the research mentality and the frame, the research technique and the innovation spot briefly. The 2nd chapter the elaboration migration value-added service's concept limits and the classification, the migration value-added service development driving influence analysis, the overseas partial national migration value-added service's development and uses for reference. The 3rd chapter carries on the analysis to the present Shandong unicom company migration value-added service's marketing present situation, mainly includes the Shandong unicom company the basic situation, the migration value-added service development achievement analysis, the Shandong unicom company migration value-added service product summarizes, the competitor China Migration Company moves the value-added service development present situation analysis, as well as the Shandong unicom company migration value-added service development faces problem analysis. The 4th chapter Shandong unicom company migration value-added service marketing strategy design. The 5th chapter draws up the Shandong unicom company migration value-added service marketing implementation measure. The 6th chapter conclusion and forecast.