Research On Marketing Strategies Of Jilin China Telecom's Imusic Service

iMusic Service is at the same time a revenue producing value-added telecom service and one of the"new three"strategic products of Jilin Telecom. It is also the key product of traffic marketing of the mobile Internet era, the profitable product of enhancing user awareness and improving customer loyalty. The method of operating this service in a market of fierce competition and that to improve customer awareness and loyalty is an important task of the company's value-added services operation. The purpose of this paper is to study the actual situation of Jilin Telecom's iMusic Service, and investigate current problems and propose marketing solutions in order to enhance Jilin Telecom's core-competitiveness in the digital music market, and to promote further development of value-added Internet services.There are in total five parts in this paper.First of all, a briefly introduction describes the background, object and significance of this study, research ideas and the main content of the paper. Secondly, Jilin Telecom's iMusic Service's current operating status is analyzed in order to find the problems encountered during its development on the market. The product value of this service is studied as well.To continue, Part 3 of the paper realizes an in-depth analysis of the macro environment (political, economic, social and technological) and industry competitive environment of the iMusic Service, by which I obtained the strengths, weaknesses, opportunities and threats of it.Then through the analysis of the iMusic Service's market demanding and trends, Part 4 of the paper clarifies the service's overall developing ideas, which is to base on two core products, CRBT Order and Music Downloads. CRBT Order product aims at enhancing Tianyi's CRBT penetration rate and user activity, and to generate economies of scale while Music Download product weights music downloading in improving the user's activity and traffic, so the advantages of mobile Internet can be highlighted. According to the market segmentation and positioning of the iMusic Service, no matter what the type of user is, the two main products'users are always targeted in students, fashion youth and white-collar workers.Finally, based on the analysis in previous chapters, Jilin Telecom's marketing strategies for the iMusic Service are proposed. We have to create a musical product of"perception, functionality, search and life"so as to achieve"improving music perception, stimulating music usage, and convenient music search, and the real convergence of music and life". We also have to achieve subscriber number expansion by applying cross-subsidy pricing strategy. A combination of a strong"CRBT Order"and weak"Music Download"should be applied to achieve a win-win result that cannot be achieved with scattered resources conditions. In order to enhance the marketing capabilities, Jilin Telecom should adopt a matrix structure of"channel character and channels form". This will create a diverse, collaborative and efficient distribution network that covers a wide range. With regard to product promotion, Jilin Telecom should bundle promotion and marketing activities, and focus on users of different market segments to improve iMusic Service's user penetration rate and the current users'activity, hence the development of mobile Internet value-added services, and the strategy of traffic business can be revealed.This paper focuses on the marketing strategy of the iMusic Service of Jilin Telecom and to realize sustainable development under the environment of full service operation of Jilin Telecom. This paper has some academic value, theoretical and practical value, and hope it could provide a useful reference for the development of Jilin Telecom's value-added services.