Research On Mobile Marketing Strategy Of A Company

With3G’s upcoming in global marketing, kinds of new applications based on3Gnetwork emerge in endless. Wireless marketing is considered as the most potential newmarket. Using mobile telephone to deliver commercial information is the best choice forcompanies to develop beamed Companies can find their target clients from five millionpeople accwately and easily According to the company’s demand and its clients’ speciality,the company can make use of many kinds of technologies to supply its clients withcommercial information according to actual circumstances. It can reduce a great deal ofmarketing costs and raise the accuracy and validity. So the companies gain more values.This thesis analyzed the segmentation and positioning in the mobile marketing marketby leveraging marketing theory. It analyzed the current development in both practice andtheory of mobile marketing in China, and the existing problems in Company A as a mobilemarketing service provider. Then the thesis analyzed the brands requirement in mobilemarketing through survey. The finding is that the most recognized features are accuratetargeting, full-function, creativity, service, customer behavior analysis, price and wide mediacoverage. Then it worked out4segment group based on interests: market leader, perfectoriented, tries and conservative. And Company A should target in the first2segments. Thethesis suggested that Company A should position its product as accurate targeting, first-classservice, full functions and high creativity. Lastly the thesis proposed the solutions to theproblems including improving products integration and accurate targeting capability,launching customer behavior analysis service and strengthening sales force. The result ishelpful for Company A to find the target segment market and make more accurate marketingstrategy and R&D strategy. It has the practical meaning for Company A to pursue a bettercompetitive position in the mobile marketing service market.