Study On Mobile TV Marketing Strategy Of China Unicom Jilin Branch

Nowadays, Mobile phone having been became the indispensablecommunication tool. The electronic technology development and the growing needfor life quality nurture the development of Mobil phone towards intelligent andmultifunctional trends. One of the new develop directions is mobile phone video,which is an innovation for meeting video communication needs, a new developdirection, as well as the third screen which could see TV play directly besides TVand computer. Mobile TV for mobile phones and other portable handheld terminalequipment, are a new application of transmission of audio and video content. MobileTV with TV media of visual and broadcast media retention of portability, newspapermedia and network media interactive. Mobile TV is a new kind of digital TV form,add rich audio and video content to mobile phone. It can not only provide thetraditional audio and video programs, the use of mobile phone network can also beconvenient to complete the interaction function, more suitable for multimediavalue-added business. In3G era, along with technology development and expansionof market scale, Mobile phone video would become necessary communicationmethod with huge develop potential. This research takes Mobil phone videodevelopment in China and abroad as start point, emphasize in four prominentproblems of mobile phone video marketing of China Unicom Jilin Branch: thecontents of mobile phone video need integration; unreasonable charging scale ofmobile phone video; customer base of mobile phone video need to be nurtured; lackof professional marketing faculty. The research is done from four aspects including contents, tariff, client base, and marketing faculty. Four strategies for China UnicomJilin Branch mobile phone video are proposed by using management and marketingstrategy theories: furnish program contents; low down expense and promotion;cultivate professional marketing faculty and multi channel marketing. This researchcombine theory and actual case study, hope to contribute to China Unicom JilinBranch mobile phone video development, help it to have rich program contentsand flexible marketing, which could meet customers need in all aspects and provideconvenient and abundant service for clients.