| 3G not only represents the technical evolution and the favorably profound services but most importantly it represents the great changes of industrial patterns and game rules. In the impending approach of 3G times, the capability of the operators'highly integrated industrial chain determines the development conditions of the 3G business. How to establish the closely-knit industrial chain and vigorously stimulate the competition in the industrial chain is the new challenge strongly posed to mobile phone operators. Particularly by focusing on the terminal customization marketing strategy, how mobile phone operators forge stronger cooperation with terminal manufacturers, in which aspect they strengthen cooperation, and how to bring their cooperation into reality have become the focal point for both parties.This research paper mainly focuses on the following aspects and conducts the in-depth study of the development of China Mobile terminal customization marketing strategy:Terminal customization marketing strategy exerts impact on and the development trend analysis of the mobile terminal industrial chainThe foreign operators'terminal customization development condition and impact analysisEnlightenment of the typical study cases of foreign operators'terminal customization marketing strategy bestowed upon the domestic operatorsThe domestic operators'terminal customization marketing status quo and the currently existing problem analysis, particularly China MobileSome suggestion to China Mobile terminal customization marketing strategyThis research paper conducts an exploratory research in the following aspects:1. Terminal customization marketing is China Mobile's strategic choice in the 3G times. The long-term target of China Mobile's entry into the terminal customization lies in: building its dominant position in the operators'industrial chain and having a full command of the terminal industrial chain; strengthening the operators'data business marketing capability by combining the customization terminal with the business so as to ultimately enhance its own competitiveness. It short-term target lies in: nurturing the users'cognitive recognition of and purchasing desire for the new type of channel, namely the customization terminal sales; cultivating the users'good habit of using the customization terminal; utilizing the terminal to reduce the threshold of the users'daily use and attract and bind the users together for close cooperation.2. Currently China Mobile adopts the non-exclusive customization and starts to get access to the terminal customization mainly by its fundamental brand image and the built-in menu. This kind of low -dimensional cooperation mode can effectively avoid the operator's risks at the initial period.3. In terms of product customization orientation, the customized products should be further extended to the low-end market to establish the three-dimensional product system and highlight the product advantages; customizing the detailed directive specifications and strengthening the regulating management of the in-built new business; regulating the development flow from terminal to terminal and accelerating the support of the terminal to the new business.4. The terminal and business and the Tie-in Sale mode demonstrates that the customization terminal will mainly focus on China Mobile's independently operated channel. On the basis of its independent sales channel, China Mobile will strengthen the win-win cooperation of the social channels and takes its initiative to explore multi-channel mode.5. In terms of the sales promotion strategy, it can strengthen the communication with customers by establishing the cell phone clubs and gradually establish the 3-in-1 marketing mode (namely sales, service and trial use) in the name of the cell phone service clubs.6. The pricing model should be kept under constant update and the pricing model of making phone call fee supplement primary and the cost supplement supplementary will be gradually established accordingly. |
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