Crossover Marketing Of Mobile Communication From The Angle Of Customer Value Chain

Crossover Marketing is a new type of marketing, which means through grafting of non-competitive value sources outside of the industry or integrating irrelevant factors, enterprises or brands in two different fields are able to break through the previous industry practice and achieve value creation. Taking customer value chain as the basis of crossover, aiming at improving customer value, Crossover Marketing of from the Angle of Customer Value Chain is centered on customer, and seeking for integration means with the angel of customer integrative consumption.Based on the means of improving customer value, Crossover Marketing from the Angle of Customer Value Chain can be divided into:Crossover based on the influence factors of customer value(including Product Crossover, Channel Crossover, Broadcasting Crossover, Concept Crossover and Business Domain Crossover), and Crossover based on the behaviors of customer integrative consumption(including Derivation Crossover, Form Association Crossover, Theme Association Crossover), The cooperation forms can be direct combination, transplantation, resource integration.Currently, the development of Mobile Communications Industry has shown distinct integration features, meanwhile, the requirements of customers and society for informationization are continuous improving.Moreover, the marketing of Mobile Communication are converting from business-oriented to customer-oriented, and there are many crossover cooperation-points exist in various industries. Therefore, the implementation of Crossover Marketing of Mobile Communication from the Angle of Customer Value Chain is appropriate. The Customer Value of Mobile Communication consists of Single Customer Value Chain and Integrative Customer Value Chain. Single Customer Value Chain means the value formed during the pro-purchase, purchasing and post-purchase consumption process of customers ordering or receiving the Mobile Communication businesses and services, and influenced by various factors such as business itself, service, personnel, image and environment of Mobile Communication, etc. Integrative Customer Value Chain means the value formed during the integrative consumption in Mobile Communications, Media, Music, Games, Transportation, Finance, Education, Public Service and other related industries, with customers’realization of pursuit for informationization living value.Crossover Marketing of Mobile Communication from the Angle of Customer Value Chain focuses on the integrative need of informationization consumption and cooperation with related industries. In other words, Individual Users pay atterntion to the integrative requirements of informationization living value, Mobile Opertors should provide practical business with rich contents and strong entertainment; While Enterprises or Industry Users pay atterntion to the integrative consumption requirements of social production and the development of themselves, Mobile Opertors should integrate resources and provide one-by-one solutions to them, aiming at the realization of their secure and efficient management. Considering the business features of Mobile Communication Industry, the suitable crossover types can be Product Crossover, Channel Crossover, Broadcasting Crossover, Form Association Crossover, Theme Association Crossover, etc. The cooperation models can be direct combination, merger and acquisitions,or resources integration among enterprises.There are four main implementation steps about Crossover Marketing of Mobile Communication with the angle of customer value chain. First, Mobile Operators should confirm market segmentation according to customer’s demand, in order to avoiding the conflicts for the division of customer groups with other enterprises and seeking for broader foundation for cooperation. Secondly, they should seek for suitable partner in accordance with Customer Value Chain relevant areas and related business fields.Thirdly, the cooperators should confirm the crossover model for cooperation, and the deployment of resources. The fourth step, cooperators should communicate with each other sufficiently focusing on customers’requirements,and confirm the entry point for crossover marketing or the theme of crossover marketing, then design the detailed implementation plan and do their best to promote the implementation. Finally, the cooperators should pay attention to the tracking and feedback of cooperation performance, and lay solid foundation for cooperation in more areas between the parties in the future.Meanwhile, during the process of implementation, the cooperators also need to pay attention to the balance of interests, evaluation of performance and several other key issues.