The Study On Marketing Startegy For Liaoning Mobile’s LBS

The next five years is a crucial stage of the strategic transformation of ChinaMobile Communications Corporation.As the proportion of voice traffic revenuedecreased year by year，data services will become the major growth point of pullingthe mobile company operating income.Location information services as one of theimportant data services,the mobile internet era is bound to assume an important role. Service base position as China Mobile, Liaoning Mobile will also entering a newstage of development The traditional telecom marketing model is no longer able toadapt to the restructuring and development of the business and services, So it isnecessary to establish a new marketing system to solve the various problemsencountered by the company transition location information services marketing andmarketing strategies. To effectively achieve this goal, it’s necessary to break throughthe traditional market positioning, dig the needs of the industry, the market and themass market location information services,to provide users with location informationfor personalized service experience, so that is also beneficial to the company todevelop effective marketing strategy Combination of marketing around of Liaoningmobile location information service article marketing environment, marketing theparticularity and existing marketing conduct in-depth research and analysis, and theestablishment of the Liaoning mobile location information services the STP strategyof model proposed to location information services product marketing strategy.First, starting from the location information services market as a wholeenvironment, in-depth analysis of the marketing environment and the status quo ofLiaoning mobile location information services, summed up the problem of locationinformation service in marketing. Location information services products lackinnovation, heavyweight, and the range of market expansion, and the locationinformation is not high quality of service. Price of the product is relatively lowcompared to some similar products in the market competitiveness of products Expanding channels, the coverage is quite narrow and mass user market just enteringlocation information services and products is not high profile. Promotional aspects ofthe products, the lack of advertising unified whole advertising planning andpositioning of product features and the lack of means to guide the user to use thebusiness. The problem has not been resolved, the main factors resulting in lower theLiaoning mobile location information services revenue growth.In-depth study of this article use strategic management in order to be able toaccurately understand the location information services currently facing marketingenvironment, PEST analysis and SWOT analysis model combined with the modernmarketing strategic management theoretical knowledge and management researchmethod. Analysis of the external environment for the survival and development ofenterprises, start with the positive aspects of the political, legal, economic and otherfactors available technology five corporate marketing environment formacroeconomic analysis, and analysis of the competitive environment of the industry,which learned the location information services industry competition has been veryintense, and from other operators, social operators and Internet companiesincreasingly complex competitive, the Liaoning mobile location information servicesmarket by a wide range of challenges and threats, so companies are facing bothmarket opportunities and also to meet the new challenges. In this paper, in-depthstudy of enterprise environment SWOT analysis model, to the subsequent marketing,strategic planning and marketing strategy designed to provide a real basis of corporatemarketing.The bus services,mobile navigation and mobile maps product making LiaoningMobile location information services the STP marketing, strategic planning, marketsegmentation, target market analysis, market positioning, to provide enterprises witha weapon of competition and growth and according to a summary of the status quo ofthe industry, driven by the public position of business development to the industryposition of business" for the overall development strategy of the core anddifferentiated marketing strategy in different target markets.In Liaoning mobile location information services marketing strategydevelopment, the paper uses4P theoretical distribution strategy, product strategy, design and planning, pricing strategy, promotion strategy four dimensions. However,in actual practice4P combination has been insufficient to fully reflect the locationinformation services marketing mix is proposed to carry out the service marketingstrategy and analysis. The Liaoning mobile location information services businessservices marketing strategy is based on customer satisfaction and customerrelationship management aspects mainly expand service marketing.This thesis is based on the4P theory marketing perspective, for Liaoning mobilelocation information services to design a new marketing strategies and programs andthe marketing aspects of the special nature of the location information services,marketing environment, existing marketing methods demonstrated the strategyenvisaged can be implemented.