Research On Information Product Marketing Strategy Of Shandong Mobile For Education Industry Users

In recent years, the Ministry of Education issued a "education informatization ten yeardevelopment plan (2011-2020)", in2012the State Council held a seminar on informationtechnology in education work conference, marking the national education information promotionwork into a new stage. National importance of education informationization work continuously.As the2009China Telecom Industry third times to complete the restructuring, the territoryof Shandong Shandong, Shandong, Shandong Telecom Mobile Unicom three operators in themarket competition further intensified, the education industry is the three operators focus areas,due to the Shandong education informatization started late, is still at the same starting line, sohow to through the promotion of Shandong mobile education information technology products,to seize the Shandong education industry market opportunities, enhance the industry share,become Shandong’s mobile industry informatization promotion facing an important issue.In this paper, combined with the related theory of marketing, starting from the analysis ofShandong mobile education industry competition environment, using PEST model, Potter’s fiveforces model, analyzed in detail the macro environment, in the face of the development ofmobile education informationization in Shandong industry environment, points out that theexternal competition opportunity and threat faced by SWOT model;, analyzes internalenvironment of Shandong mobile, find its internal strengths and weaknesses. At the same time,the status of information products, Shandong mobile education industry business rates, channeldevelopment were analyzed, proposed the Shandong mobile presence in the field of educationalinformatization, the single product development channels of a single, tariff package, lack ofcommunication with customers, lack of cooperation on education industry partners SImanagement is lack of such problems, and based summed up in the education sector throughin-depth interviews on the needs of the customers, for the combination of4C marketing theory,from the customer, cost, convenience, communication4aspects to build the "Digital Campus"education information platform, innovation and development "business class", introducing theebook business to build educational information, special packages introduction of educationalinformation, sales agents to expand business development channels, establish the standard ofeducation industry SI management evaluation system and suggestions for improvement ofShandong education industry information, product marketing strategy.