The Research On The Market Promotion Strategy Of Online Recharge Service Of China Mobile Sichuan Company

The Internet impact on traditional communication industry makes the boundary between industries blurry which marks the arrival of the Internet era. The channel value which traditional telecoms operators depend on is facing challenge and telecoms operators have to change their thinking to embrace the Internet. In this new normal, electronic channel with the Internet as a carrier is becoming an important layout in future development of telecoms operator. The own advantages of electronic channel, low-cost and high-efficiency, can fill service short slab of existing physical channel, improve service level in marketing, protect customer satisfaction, fill the gap of existing channel system in Internet era, and enhance the company’s industry dominance. To vigorously promote electronic channel is significant exploration in telecoms operators’own transformation, and also inevitable choice under the new situation. Fee recharge is a traditional communication service, the most commonly used basic customer service, and main source of China Mobile Sichuan Company business income. Fee recharge service has a simple process which is highly standard and self-helped, so it’s ideal for carrying in electronic channel to get great diversion effect.Marketing method is more colorful and innovative in the Internet era. New marketing keywords such as "Free", "Reputation", and "Experience" emerge from the thinking of emphasis on "User-centric", "Novelty", "fun", "interesting" and "exploring". It’s different from traditional telecoms operator marketing method so that we must transform our own thinking, innovative marketing model and learn Internet marketing strategy to promote.In this paper, based on the analysis to marketing theory, Internet properties and related industry background, combined with the current development of online fee recharge in China Mobile Sichuan Company and internal and external environment, summarize the advantage and disadvantage in online fee recharge promoting of China Mobile Sichuan Company. This paper also use the related theory of 4PS, soft marketing, viral marketing, database marketing, experience marketing from several aspects such as product, price, channel, promotion and database to propose the promotion strategy of online fee recharge in China Mobile Sichuan Company.