The Research Of Telecom Value-Added Services Via Society Channels Marketing

With the development of telecommunication operators3G service. In order to meet the individual and industry request, the types of telecom value-added services are enriched which includes news, consultation, Fetion and fly chat, the mobile phone location services, the mobile Internet and mobile E-mail services. Telecom value-added services are growth point in operators business. In the aspect of business carrying channels, telecom operators have direct marketing channel, social marketing channels and electronic marketing channel. With the3G full business operation development, telecom operators face with the challenge of channel transformation. Basing on broad coverage of social marketing channel, the key point of ensuring telecom value-added services to grow health and continued is how to effectively promote social marketing channel with the value-added business development. So telecom operators in China should improve social marketing channel mode of telecom value-added services which is based on the communications industry market development requirements. In addition, social marketing channel mode improvement is also the guarantee of the sustainable development of telecom value-added services.In the view of social marketing channel’s management and telecom value-added business management, in order to improve social channel controlling and market competition ability of the present situation, this paper proposes the existing problems and strategic advice for improvement of the telecom value-added service in social channels. This paper focus on the characteristics of the social channels, management of the core problems in social channels and control problems in social channels etc, which is to promote the social channels of telecom value-added services management level. The strategic analysis model-SWOT is used to analyze the advantages, disadvantages, opportunities and threats of the telecom value-added service in social channels. By the help of strategic match, the choice of competition strategy is obtained; As the basis of improvement strategy,the macro environment analysis model-PEST is used to analysis the social channels of telecom value-added services marketing environment; Finally,the marketing strategy model-4P theory is used to research the product strategy, price strategy, channel (place) strategy and promotion strategies. And improve telecom value-added services social channels of strategies.