Research On The Marketing Strategy Transformation Of China Mobile Operator Based On Mobile Internet

With the rapid development of knowledge economy and information industry in China, communication technology has become a revolutionary support point to promote the development of information technology and social and economic growth. Future economic growth also gradually from an emphasis toward the economies of scale and scope of economy, trade and industry system in community based personalized, customized, participation and experience the coexistence of the fusion line and offline development industrial structure and format of the system. The purpose of this paper is based on the traditional marketing strategy of China Mobile operators in the context of the existing problems of mobile internet marketing strategy in the context of the transformation of strategic direction.In this paper, the concept of mobile Internet, evolution mode and the current situation and marketing strategy of telecom operators are first reviewed in the literature review. Then, this paper puts forward three theories, namely, the mobile Internet business ecology, innovation theory(industry innovation, management innovation, service innovation), mobile internet marketing theory and the "three curve" theory. In the analysis of future concept for the reconstruction of part of this paper, according to the network division of labor theory emphasizes the future mobile Internet to abandon the single subject marketing mode, but should innovate at a community, pluralistic mode. In the current situation, this paper focuses on the current marketing situation of China Mobile operators in the current situation, the existing problems, the challenges facing. In the fifth chapter, the paper puts forward the concept, operation mode and marketing strategy of the transformation. The focus of this part is to start from the concept of change, to explore the direction of the future of China Mobile’s business model, and finally, based on the corresponding marketing strategy based on the operational model. The author thinks that in the reconstruction of the concept of China Mobile to adhere to several principles to play their own advantages, the use of the data; second is to customer service oriented, highlight the individuality and the scene content; the third is to jump out of the traditional services, in the digital mobile interconnection range to establish adapt to the development of mobile Internet the physical layout of a pattern. Finally put forward the marketing strategy to ensure the success of the transformation.