Chinese Fixed-line Short Message Service Marketing Countermeasures

Under the pressure of the market competition fiercely in china telecom and the drop sharply of the traditional voice service, many local operators have to seek the new product-increasing points, so as to transform themselves from the traditional operators to the new information service suppliers. In the future information service ages, the voice service will innovate hardly, so we have to quickly increase the development of the value-added services, which adapt to the need of the information service. Because the Short Message Service (abr. SMS) is the initiative service, in order to successfully transform, the operators must exert themselves to make SMS develop quickly and favorably.Firstly, according to the mobile SMS specialties and successful experience, the author analyzes the strength, weakness, opportunity and threat of the local SMS. On the basis of the development actuality, the author summarizes several deep reasons, which cause the local SMS development slowly. Secondly, by means of the analytic hierarchy process (abr. AHP), the author finds five important factors. Thirdly, the author segments the market, and selects three aimed segments,. At last, on terms of market, management and service, the author puts forward following advices:1, The main market of Local-SMS is young family, community and corporation. The Local-SMS should been located as a channel of get information except internet, not for the customers without demands.2, The service content, the handset, the agent, the marketing man and the capital are the most important factors which influence the Local-SMS. These factors should been strengthens on the coming strategy.3, According to the successful experiences of M-zone, the author thinks that the Local-SMS should been developed as a customer brand to young family.4, Establish a model the operation business netted value chain cooperation pattern, the implementation and the motion increment service as Mobile-SMS, impels the entire value chain the communal development.5, The author suggests lower Local-SMS service (0.08 Yuan).The new fees decide as 0.03 Yuan fees for the voice feature 1/4 as China Mobile. The Local-SMS...