Mobile Value-added Ivr Business Marketing Strategy

This paper, trying to use marketing knowledge, outlines the present situation of mobile IVR service and its development strategy. In 2005, mobile IVR market has developed rapidly, with the revenue of nearly 2.2 billions and the users of 23 millions. Nevertheless, there are still many problems to be solved in China's IVR market. The prominent issues centre on the following aspects: firstly, the service mode in China's IVR market is single with the serious homogeneous content and un-fully developed market; secondly, the marketing mode is single. The strengthening of industry regulation will have a short-term impact on the market development due to the un-standardized market. Thirdly, the business mode is single, which still has the space to be improved.Using PEST analytical method, this paper makes an analysis on the current industry market and identifies that policy environment and economic environment are the key factors affecting the marketing development. Through the analysis of the common marketing means and operation methods in IVR industry, such as, short message correspondent witnessed and media promotion, this paper collects data of the related enterprises in mobile IVR industry. It makes a deep analysis of the existing problems in current IVR industry by the marketing mix analytical method and puts forward the marketing strategy for the further development of mobile IVR service.