Research On Promotion Strategy About Mobile Phone Internet Of Jilin Unicom "Wo3G"

At the fifth year after issuance of3G license, that is from2012,the mobileinternet era is coming throughout China. And the action of internet users istransforming from PC to handle terminals. At the same time, voice, SMS and othertraditional communication requirement are realized on mobile internet. Traditionaltelecom service providers can not avoid the trend that they will become datacommunication pipelines. Lots of users’ action are running without Billing Platformof telecom service providers, which is called OTT(over the top).But on the other hand,the behavior of the users or the mobile Internet service providers are based on thepipeline provided by telecom service providers.The threats to the traditional telecom service providers are obviously as plain asthe nose on one’s face. But now, they are still controlling the powerful pipelineresources. Relying on this advantage, how to improve the users’ net application throughcellphone, and promote the consuming of internet flow by the mobile users, and tomake up the incoming losses from the decline of SMS and voice. The research willprovide guidance about strategic transformations for all the telecom service providers.In this text, the author takes users of3G service of Jilin Unicom for his researchobject. The data collecting and the sample analysis are accomplished through thequestionnaire and the billing platform. The text researches several important factorsaffecting users for their mobile internet using, analyses some problems which limitedthe applications through mobile internet of the users of Jilin Unicom. It provides aseries of marketing tactics about improving3G users to apply mobile internet flow from analysising existing problems and multiple factors correlated with using ofmobile phone internet service.According to the findings, we can draw several conclusions. First, there weresome rectifications about product, price, channel and sales promotion of mobileinternet flow selling by Jilin Unicom in the past. Second, using degree of mobileinternet flow is closely related to the spending ability, call package structure andintelligent terminal number, and it takes positive correlation among mobile internetflow and product providing degree of Jilin Unicom, information support capability,professionalism of marketing team. Third, by STP analysis, the text describedsuperiority of3G of China Unicom, completed market segments, cleared productpositioning and identified that, the business of mobile phone internet flow of JilinUnicom is in growth stage.From this research, we knew there were five aspects of article provide strategies,like products, brand, price, support and sales promotion. By the strategies, we cansolve problems such as, users dare not to use, do not know how to play and which arethe most popular products on the mobile phone internet. We also can grasp thesituation about who are using mobile phone internet flow and which are the mostpopular internet products. After all, the measures will help Jilin Unicom to cultivatethe market and pass the growth stage smoothly, just like storing water for fish farming.By the series of measures, we can lay the foundation for perpetuating the mobilephone internet playing behavior of the cellphone users.Finally we could transformthe internet flow scale into income contribution, and improve the accounting ofmobile phone internet income in the whole communication service income. To offerreference about the transition of Jilin Unicom in the new market situation.