The Research On Maketing Strategy Of Terminal Customization For Shenzhen Mobile

Mobile terminal customization marketing by wirless operators is not a new concept,but has long history and performance experience in the world. With increasing competition and coexistence of various technological standards, business will keep growing in the future and this provides the main driving force of terminal customization. How to establish the closely-knit industrial chain and vigorously stimulate the competition in the industrial chain is 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 become the focal point.This paper mainly focuses on the study of the development of Shenzhen Mobile terminal customization marketing strategy and the following aspects are researched:1. Analysis of the impact of and the development trend of terminal customization marketing on the mobile terminal industrial chain. It is revealed that customized terminals are important to the operators as it is used by operators to enhance their status in the value chain.2. Analysis of the foreign operators'terminal customization development condition and impact. Development of terminal customization in various countries is different as they are restrained by different kinds of conditions.3. Case study of foreign operators' terminal customization marketing. Lessons are drawn in many aspects, such as product design, customization pattern, marketing channel, subsidy types and so on.4. The domestic operators'terminal customization marketing status and the currently existing problem analysis, particularly Shenzhen Mobile. Shenzhen Mobile adopted correct pattern of customization earlier and has obtained some achievement. But the work is still at the initial stage. There are various aspects to be developed.Based on above,the article suggests some marketing tactics:1. Product tactics: further extend the products to the low-and-middle market, build multi-dimensional products system, standardize data develop process, and speed up the support of terminal to new business.2. Channel tactics: on the base of self-owned channel, strengthen cooperation with social channels.3. Pricing tactics: establish such pricing model with phone bill subsidy as primary part and staged cost subsidy as auxiliary part.4. Promotion tactics: focus on pubilic relationship and advertisement. As for public relationship, a trinity marketing pattern should be established involving sales, services and experiences; as for advertisement, Shenzhen mobile should look for the accurate clients by the refinement pattern, and use pointed medium display to get maximum effectiveness.