| From the perspective of the developing way of mobile Internet in this country, it is evident that China as a big mobile communication country has a huge communication user base, which means a unique advantage in developing the mobile Internet industry. According to statistics from the end of July2012, as of that date, the number of mobile Internet users had reached388million, exceeding the number of PC users. Since the Monternet was launched in2000, the market has been in a fast growth after a long brewing process. The fast growth is characterized by expanding bandwidth and network terminal capacity, increasingly powerful mobile applications and deployment of various providers on the mobile Internet.The first inflection point of the development of the mobile Internet in China appeared after the beginning of2010. At the end of the second quarter of this year, the market size of the Chinese mobile Internet industry reached RMB12.56billion, up108.9%year on year and accounting for13.4%of the cyber economy as a whole.The fast development of the mobile Internet has not only revolutionized the patterns of the communication ecology and IT industry, but also led to changes in various fields such as economy, politics, society, cultural, and the pres. The Chinese society is wide-ranging impacted in the following seven aspects:the effect on the development of China-it accelerates social transition and strengthens the driving force for further development; the effect on economic life-it constructs intelligent networks and transforms marketing concepts; the effect on political life-it enables each individual to take part in policy making and political discussion anywhere or anytime through wireless mikes; the effect on personal life-it changes the way of people living their lives and improves life quality; the effect on news dissemination-it accelerates the transformation of dissemination mode and changes the pattern of the media industry; the effect on cultural life-unlimited space for study and creative work, as well as abundant options of cultural consumption and enjoyment; the effect on human civilization-a more transparent and open society with highly advanced information technologies is coming.There are four major trends in the development of China’s mobile Internet: with the number of users increasing, there will be an explosion of application development and information services, while competition over "entry" and "turf" becomes even more fierce; there will be significant development of news services, social events, and political participation, while mobile commerce, mobile entertainment, and mobile education have broader space; contents, services, business modes, and entry method diversify; integration and compatibility of different services modes and platforms become a trend; the fast development of the mobile Internet will drive us closer to the cloud computing era, and "real time data access" is not that far.JUMEI Meadia is a marketing communication company built upon the huge mobile Internet user base and high capacity mobile application media channels. In the domestic mobile Internet industry, it’s a provider of integrated mobile marketing solutions focusing on cell phone application built-in media. Faced with market and value identities formed in traditional media over several decades and uncertainties in the market value of emerging media, the core question the company always thinks about is how to tap into the existential foundation and vitality of a product in the market and how to establish a strong team and excellent operation mode.Marketing is an essential factor for the survival and development of an enterprise (that is, by means of marketing, acquaint the market with the mobile Internet as a dissemination, and get the market into the habit of choosing mobile Internet dissemination). Without good marketing, the rest of the activities of a company will be groundless. In order to survive and thrive in the fierce competition in various forms of media, marketing method highly recognized by the client must be taken and the needs of the clients must be addressed effectively. According to strategic analysis theories, modern marketing management theories, and the characteristics of service marketing, the article discusses the status of development of the mobile Internet market and new needs in the market. Based on assessment of opportunities and challenges from the outside environment, and evaluation of the advantages and disadvantages of internal resources and capability, a market strategy was drafted for the company to fully seize the opportunities and overcome its disadvantages. In order to deliver better and more effective services, based on the segmentation of the market where JUMEI Meadia belongs, analysis is made to recognize the correct target market and market positioning of the company. Various service marketing tactics are analyzed for the company to reach the strategic goal of market positioning. The article consists of five chapters. The first chapter is an introduction providing an overview of the development trend of the mobile Internet and its strength and weakness compared to traditional media; the second chapter-Company and Products, analyzes the internal and external environment of the company and the characteristics of its products; the third chapter-Swot Analysis, discusses various opportunities and threats the company is facing as a result of internal and external conditions; the fourth chapter-Market Strategy analyzes the market strategy and tactics of the company; the fifth chapter-Strategic Assurance, analyzes the assurance system which the company needs to reach its strategic goals.Through study of this essay, we have reached the following conclusion:When offering marketing service, the media channels on mobile internet shall focus on the technological trends as the basis for marketing revolution dynamics, and unlike the traditional media, shall dig deeper into the operating tactics as follows when it comes to application and differentiation of valuation standards.1) Improve the marketing consciousness of all levels of employees, and ponder over promotion on mobile internet from the angle of solving the clients’ marketing needs;2) Strengthen the internal management mechanism of the company by establishing a modularized operation and review regime, and make sure that the company maintains its innovative capability from inside, thereby forming a self-evolving corporate culture;3) Attach equal importance to relationship marketing and specialty marketing, and combine the two into an organic one, rather than two independent skill sets;4) Fully apply visualization technologies to present the corporate image, achievements, knowhow, products, and service values internally and externally, and use these tools to develop market and tap into customer needs; and5) Establish and protect the corporate brand image and synchronize it with internal corporate culture, thereby realizing high market acumen.This essay is mainly aimed at studying the development trends and forecasting the directions in the promotion of mobile internet as reference for the decision makers at JUMEI Meadia in their devising of development strategies.We also hope to provide reference for other peers engaged in the market of mobile internet media. |
PDF Full Text Request