ZJ City Mobile Communication Product Innovation And Market Effect Analysis

There are just three operators, China Mobile, China Unicom and China Telecom, at the field of mobile communications in China. But the mutual competition is fierce. It is a big issue for Operators to maintain and expand market share, also to achieve sustained growth in operating performance.From the dual perspective of customers increasing and keeping, this article uses the operation index for the judge basis, such as the number of new customers, the market share, the rate of customer lose. First, by analyzing the effectiveness and limitations of measures we take to increase and keep customers in ZJ mobile company within the traditional products system, we can obtain a conclusion that the traditional marketing means can only keep the existing market share; it is unable to effectively improve the market share. Second, through the contrast of the performance of various business indicators after the analysis of market performance which using strong network externalities advantage for the product innovation in ZJ mobile company, it reveals that the short-number network is acting a positive role to improve the market performance.Base on the distinction of market performance before and after the product innovation, we can come to three conclusions, for one is that the innovation act as the source power in the development of the enterprise; next is that an effective product innovation need to reflect the core competence of the enterprise; also, effective product innovation must create more value for customers. Only to follow these principles, can we achieve success in product innovation and promote the development of our company.