Research On Sms Marketing Strategy Of Putian Mobile Industry In Mobile Internet

This paper aims to develop the proper and effective marketing strategy for Putian Mobile industry SMS so as to promote the stable and healthy development of Putian Mobile industry SMS revenue.Meanwhile,we provide the key decision-making reference and practical basis for domestic operators and other competitors.This paper provides a comprehensive and systematic analysis for the industry SMS revenue growth declining and marketing problems of Putian Mobile Corporation.Furthermore,we find three main problems about industry SMS including the lack of brand effect,consumers trust crisis,business customization unreasonable.By using the SWOT method,the advantages and disadvantages of industry SMS marketing of the three operators:China Mobile,China Unicom,China Telecom is analyzed so as to propose the feasible and effective methods to grasp the opportunities and meet the challenges of communication environment.At last,according to the above analysis,combining with the theory of product life cycle,the paper gives the industry SMS 4P strategic design of Putian mobile industry from four aspects:product,price,promotion and channel respectively.I.e.upgrading the industry SMS function according to the needs of the group's customers,developing tariff packages according to industry customers,promoting the development of the industry SMS simultaneously through online and offline channels,and other products bundled promotional means.