Research On Marketing Strategy Of Data Service Integration Service Based On Customer Value

What our customers will challenge when they are enlarging business scale? How to meet their needs? How can we achieve our goals in marketing activities on basis of increasing customer values? When it comes to the marketing activities, these would be primary questions for us to consider before understanding customers’ motivation so as to complete a purchase. When pondering and answering these questions, it is easy to notice that the concept of value actively contributes to the marketing activities. This paper states that we attempted to use Customer Value Management Theory to instruct our sale strategy, and finally obtained a satisfactory result and a positive customer feedback.After years of network construction and brand promotion, mobile operators come to even the same positioning in supplying both networks quality and market offer to end user. Marketing competition behavior thus shifted the focus to data business and application, since a better service and convenient data applications model decide your market share and competitive position. Mobile terminal’s parameter configuration system plays an important role in using data business and application. Due to the diversity of brands and types in thousands of mobile terminal supplying, many users didn’t clear how to configure their phones parameter’ setting to login GPRS/EDGE network. Then they will easy to choose quit. To solve this issue, the traditional way is manually set terminal parameter by assisting of call center or some self-service guideline in operator Wed site. Besides, there are many users have no idea to access data application by using their mobile phone. All these above become a barrier for operator to develop data business application market. It’s also the reason why a large amount of new fashion mobile phones existing in usage but a rare data utilization rate as return.Ericsson ADC (Automatic Device Configuration) solution is designed to accomplish this assignment. Operator could easy to identify the terminal information through ADC system. Also system will generate an accurate parameter data script automatically for terminal configuration. At the same time, ADC could help customer to configure terminal on demand in marketing promotion. Alone with system goes live, improve the convenience of user data business application access experience, strength the adhesion to existing users, attract more potential users, eventually to achieve the goal of increase revenue and profit. Keeping in mind that helping customers to succeed is the way to make us succeed. During ADC marketing and sales, we started from user demand on mobile internet access; worked with China mobile Guangxi Branch to analyze data business market model and data business future, propose a solution of terminal parameter configuration when we discover the data business issue. In this case, we discovered value, created value and hand over the value to customer in our customer value management chain. We helped our customer to increase revenue, met End-User’s request to access data business and application more easily. For Ericsson, helping customers to succeed can enhance customer loyalty, and explore a way for us in new business market developing.