Guangyuan Mobile Effort Marketing Model

A fundamental transformation is taking place in Communication Industy, while experience economy is becoming the developing trend of the operation of communications which is reflected by the rapid development of value-added data services characterized by mobile and broadband in the communication field. And with the evolution of mobile communication value-added services, what the clients need is not only an access to the mobile internet, but the appliance of pratical profits' fulfillment, and perfect "service experience" on all sides. That is to say, for Mobile telecom carriers, in order to give clients good experience, the focus of their business must be transformed to the exploration of clients' potential needs, as well as serving cliens' needs and creating needs.With the transformation of business center, Facilitation, organization and personalization are needed to get used to the development of their business carrier. And mobilephones are designed to satisfy this character.Thus, mobile telecom carriers should coorperate with terminal producers to develop integrated function vectors together. Mature products can't be allied to clients directly. It needs promotion through marketing channels to transmit appliances and realise their functions. Therefore, the control and coorperation of those channels is one of the key sections of the successful development of products.Heart-mobile is a strategic brand of china mobile which uses services as main driving force to the terminal market. There are four purposes on the sales of heart-mobile--- binding clients to make their internet time stable by terminal sales, combining terminals and new business together to improve new business sales, improving the communication technology together with upstream terminal producers under the premise of a large scale of the heart-mobile's sale, controling the ditribution of downstream mobile dealers' profits and making channel dealers stable by sales and management of terminals. At present the sale and management of heart-mobile mainly take the way of "cost allowance" and "talk fee allowance" in the channel system of mobile. Both the way need large quantities of cost. The sale and management of heart-mobile relate to many sections as to operators, producers, suppliers, dealers and so on,and different section has different interests of the chief selling point, leading to a certain gap between the payment of selling cost and the purpose which our mobile company wants to achieve.The purpose of the article is to explore methods to integrate the sale and management chain in prefecture branches, establish selling model of heart-mobiles, and strengthen the influence of the sale and management of heart-mobile in local places, achieving the aim to exploit heart-mobile market together with other mobile firms.