Research On Marketing Strategy Of Mobile Internet Value - Added Service

The telecom operators have to be affected and adapted to the development of mobile internet industry in the world. Especially in China, this market appears great potential po wer to change as economic and technology going. In order to step ahead in the competitio n in emerging markets of mobile internet, the telecom operators must take advantage to ke ep innovating in business mode, sales distribution and so on. So, it is important that we m ust know who the target customers are, what the potential problems are, and which advant ages we have. It is also the point how to make the strategy of marketing based on current distribution, resources of network, etc.In this paper, we focus on the example of the firm C, value-added services in mobile internet market, study in industry environment, business mode, and customer activ ity analysis. At first, it is descript about background, usage of this objective. The objective thought, method and routing are determined. Then these are different analysis about indu stry environment, customers willing and products competition analysis. The case for firm C study following is about problems solving on services, distributing and promotion. The contents about goods, pricing, distributes, promotion, road show and labor arrangement are discussed for details.Totally we should say that the consumer perception is major reason for her/his purchase intention, the brand influence and marketing effectiveness are direct causes for consumer purchase. The advantages of product indirectly create or change the brand influence and marketing effectiveness, then affect purchase intentions of consumers. The business model by mobile internet is easier for customer experience than traditional internet by website on computer, caused by more possibility of payment. The model about pay after experience is usually a good way for game and other entertainment services. Currently It is key problem about marketing policies that how to guide people to watch, test and pay for a service. Also it is the necessary content about study in marketing related to mobile internet services. In conclusion by this case of firm C, determined the entire structure is based on customers needs for marketing of value-added services of mobile internet. Finally, the analysis and evaluation are described for this marketing struct ure and policy.