Research On Marketing Strategy Of Value-added Services Of China Mobile

In recent years, with the rapid progress of the people's living standard, Chinese communication industry has been rapid developed. At the same time, there is a more and more drastic competition in the mobile communication market. In the fierce competition of market, our motion communication proprietors focus on mobile value-added services. The value-added service is a type of sevices at the development of mobile telecommunication systems which aparts from basic voice services. On the December of 2006, china mobile cutomers reach to 318 million, value-added business revenue reaches to 800 billion yuan, and value-added services revenue accounted more than 24%. Since 2000, value-added services revenue scale and proportion of income has presented a trend of accelerating growth, indicated a strong impetus of development, become a main driving force of the mobile business growth. it becomes more and more important as mobile operation business growth point. Value-added business development and marketing play an increasing role of benefit of enterprises scale。The paper is based on product,price,channel and promotion.Author have a lot of investigation and research to analyse marketing strategy,business model and status of value-added services. Firstley,the author studies status of value-added services, value chain,service process and hardness.Then,the paper mostly focus on product,price,channel and promotion,and analyse,discuss and confirm marketing strategy of value-added of china mobile.At the same time,to achieve better and more rapid development of value-added services,based on theory of value chain,business model and motivation,chinae mobile has to make a lot of measures,including cooperation,perfect management,performance evaluation.The paper concluded that China Mobile has to focos on product,price,channel and promotion in 3G time.By social cooperation,perfect value chain,perfect business model and perfect market model,chinae mobile will achieve better and more rapid development,and then continue the gloriess of 2-G' business service。...