A Study Of The Transformation Of SD Mobile Corporation Marketing Model For Mobile Internet

From the current situation of the development of telecom market perspective, this paper explains that the Mobile Internet has become the main trend of development. The development of telecom market will focus on how to meet growing customer demand for Mobile Internet. Telecom operators need to make the transformation to adapt the new development situation in time.SD Mobile Corporation is a large regional mobile telecom operator facing the transformation pressure under the trend of Mobile Internet. This paper takes SD Mobile marketing model transformation as the main case study including the analysis of the SD Mobile’s internal and external environment and situation. This paper applied the market marketing and strategic management theory and analysis tools, proposed a scheme of SD Mobile marketing model transformation based on the transformation of marketing strategySome research and practice about theoretical on the marketing model transformation on telecom operators have been begun in domestic and abroad. On the basis of this, this paper combines quantitative and qualitative analysis, applies comparative analysis and case study method, combines with the application of SWOT analysis model on internal and external environment situation about SD Mobile. This paper points out necessity and feasibility of telecom operators marketing model transformation in the era of Mobile Internet. Consulting to other domestic telecom operators experience in marketing model transformation, and using the application of the smile curve theory, this paper will point out the direction of SD Mobile marketing model transformation for the Mobile Internet. Applied by Balanced Scorecard as the tool, this paper analyzed defects and problems which exist in SD Mobile traditional marketing model. Referring to experiential marketing theory, it puts forward the transformation of ideas for the development of Mobile Internet in the phones sales, sales place, product and other aspects. And it puts forward the marketing model how to transform in different segmenting markets which contains of individual, family, and group customers, and formed the integrated scheme of SD Mobile marketing model transformationThis paper is divided into the following five parts:First, it has combined and commented the related domestic and foreign concepts that summarized by the theories about strategic analysis tools, marketing model and how telecom operator marketing model transformed to Mobile Internet. Second, Application through the analysis tools, it analyzes the former marketing model of SD Mobile and elaborates the background of transformation and the problem which must be focused to resolve. Third, based on the relevant concepts above, puts forward the designing methods. Fourth, it will be the comprehensive marketing model transformation scheme for SD Mobile. Fifth, it will be to predict the benefits after SD Mobile Marketing model transformation. According to the above analysis result, it will point out the possible problems, the direction of improvement and the prospect for the next step.The conclusion of this paper:First, telecom operators marketing model would transformed following the customer’s communication demands transformation to Mobile Internet.Second, the marketing model transformation of telecom operators, is should be established with the flow of business and based on smart phone sales. Third, the transformation of marketing model would be satisfied the requirements which various elements of the marketing system must be mutual collaboration and synchronous development. As the final access to users, the sales place can be established the experiential marketing model, in order to get the support of the flow of business and the phones sales.The innovation of this paper:First the paper provides the valuable reference for the academic research and related business practice through the domestic and international research on the telecom operators marketing model transformation for the era of Mobile Internet, with a strategy of SD Mobile as the research object to analyze. Second, the paper analyze the former marketing model of SD Mobile with a smile curve theory, balanced scorecard, Boston matrix, SWOT model and other analysis tools, and hope to help SD Mobile and other related enterprises to find key problems, and to make marketing strategy. Especially the application of smile curve theory, demonstrates the necessity and direction of telecom operators marketing model transformation. Third, it plays an important role in guiding the practical work and has achieved good effects that designing transformation scheme about each element of SD Mobile marketing model and each segmented market’s strategy. Fourth, the paper demonstrates the necessity of marketing model of experiential marketing applied to telecom operators in the Mobile Internet era, and puts forward the suggestion for practical application.