The Research Of Mobile E-commerce Marketing Strategy Of The Sichuan Branch Of China Mobile In The3G Era

Mobile e-commerce is a integrated process,which refers to organic integration of by mobile communication terminal,such as the mobile phone, personal digital assistant, netbooks, and wireless communication technology, to trade commodity and to provide personalized service.It is a ecological system that contains users, operators, businessmen and others involved, including logistics, capital flow, information flow, business flow.The specific application of Mobile e-commerce involved mobile banking, mobile office, mobile shopping, mobile entertainment.This paper firstly analyses the characteristics of mobile e-commerce marketing in the3G era, the external environment and internal resources of the Sichuan branch of China Mobile, to point out the advantages and disadvantages for the China Mobile Sichuan branch in mobile e-commerce activity.Based the internal resources and customer colony of the Sichuan branch of China Mobile itself, the paper subdivides the market of mobile e-commerce to identify the goal markets of the types of its products. According to the4Ps theory of marketing, service marketing, experiential marketing, integrated marketing communications, in under the mode of the value chain leading by mobile communication operators in the era of3G, the paper establishes integrated marketing strategy of the Sichuan branch of China Mobile on Mobile mobile electronic commerce.Finally, the paper further proposes the implementation safeguard measures of the marketing strategy to construct the management system of the mobile e-commerce marketing strategy for the Sichuan branch of China Mobile,and to provide a certain reference value for the research of marketing strategy of the Sichuan branch of China Mobile on mobile electronic commerce.