| This treatise describes the development of China's mobile communications market and the transition from 2G to 3G aera, and then concludes the current situation of the mobile communications market. Combining the current development of the telecom industry, the value-added service as well as the current situation of the value-added services market of domestic and international communications industry, this treatise discuss the competitive situation of the current mobile communications market. Along with the fierce competition, there comes the different situation in the value-added market. How to retreat from the confusion becomes the urgent problem for the telecom operators. This treatise dose a deep research on the current existing problem, combining classical marketing theory and modern marketing methods, and proposes the theory of fine marketing.The fine marketing needs to deeply segment the original clients according to different dimensions such as age, gender, occupations, contribution to operating income and feature etc. After segmenting the target clients, the company may select different target client group according to different business and products. Such kind of groups can be a dimension or a combination of dimensions. Finally, the precised marketing would be carried out towards the products and target clients, such as festival marketing, event marketing, relationship marketing, experiential marketing, cross marketing, viral marketing, and differentiated marketing etc. so as to target precisely.This treatise shows that in the fierce marketing competition, companies can promote the development of the value-added market by scientific and rational use of the fine marketing methods. In this way, it can bring more clients, generate higher performance, enhance the corporate image, then finally achieve triple wins in marketing, corporation and clients; meanwhile, this would promote the value-added marketing of the telecom to a higher, better and stronger field. |
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