The Research Of Marketing Strategy For China Unicom Mobile Phone Reading

The "11th National Reading survey" results show that The contact rate of digital reading was 50.1%.It can be seen from the above data that people’s acceptance of digital reading is more and more. Meanwhile, people’s reading demand still has much to improve and digital reading is of great demand. Digital reading is a growing trend and more quality contents will become digital publications. Mobile phone reading has become a hot application. At present, taking maximization of their own interests into consideration, there are four models of segment industry chain:the industry chain led by telecom operators, the industry chain led by content provider, the industry chain led by the third party software service provider and the industry chain led by terminal manufacturer. The digital reading driven by the industry chain led by telecom operators has developed quickly and has formed a larger scale.The reading business of China Unicom was launched officially in September,2010. And integrated all kinds of resources of high quality and finally created the most influential genuine digital library platform in China——Wo iRead. Relying on the advantage of the high speed of 4G network, develop rapidly. By the end of 2013, there had been more than 240 content providers cooperating with them, and there were 270,000 copies of books online. In 2013, they achieved revenue of over 700,000,000 Yuan and the number of their registered users exceeded 80,000,000. But a lot of problems are exposed and need to be solved during the rapid development of China Unicom mobile reading service.China Unicom mobile reading encounter three problems:the homogenization of products and contents, the incapability of the content integration in meeting the needs of readers as well as the interactive experience which is to be enhanced.In this context, through a lot of investigation, research and analysis of the literature data, this paper analyzes the external environment and competition situation of the development of China Unicom mobile reading business on the basis of the understanding of the domestic and international current development of mobile reading and the industry chain business model of digital reading; and then it combines with 4V marketing theory, analyzes the behaviors of mobile reading consumers in China, regards the construction of the core competitiveness of enterprises as orientation and puts forward corresponding marketing strategy for China Unicom mobile phone reading from the four aspects of "variation", "versatility", "value" and "vibration", according to the China Unicom mobile phone reading problems.In the mobile Internet Era, the competition in digital reading industry is intense. In the marketing process of China Unicom mobile reading business, it should pay attention to the construction of core competitive ability, seek differentiated marketing, provide contents of higher quality and better product experience to the users, emphasize the user opinions, establish effective communication mechanism with customers through a variety of ways and finally get praises from users.This paper finally puts forward specific marketing strategies to be adopted:1, focus on the segment market of excellent publications for mobile reading; 2, give full play to the promotion advantage of China Unicorn’s own channel and co channel; 3, make efforts to have Wo iRead become the first mobile reading brand for China Unicom users; 4, increase user interactive function in the products and improve the incentive mechanism enabling users to give feedback in time; 5, let users find more interesting books in Wo iRead; 6, change the reading interface function according to different people and books; 7, be equipped with iterative thinking in the Internet Era and focus on micro and fast things; 8, deliver to people accurately with the help of Big Data; 9, play the role of word-of-mouth marketing, offer good service to loyal users and make rapid propagation through interaction, festival generating and strength borrowing; 10, make users become loyal fans through the construction of its own products and services as well as iterative mechanism of communication with consumers.