Research On The Marketing Strategy Of China Mobile Z Company's Value-added Services

In 2013,the three major communications operators,China Mobile,China Unicom and China Telecom,obtained the fourth generation mobile communication(4G)license issued by the Ministry of industry and information technology.China was formally entered into the era of 4G communication.Compared with the existing wireless communication technology,the characteristics of 4G network are faster Internet access,better compatibility and wider network spectrum.It has changed people's work and life style,and extended the new development space and new business model to traditional business communication enterprises highly dependent on wired broadband Internet.On 2016,at the third world Internet Conference held in Wuzhen,Zhejiang,the United States Qualcomm Corp showed the prototype of the fifth generation mobile communication technology(5G)technology that could be connected to all things.5G is the direction of the development of the new generation of mobile communication technology.It can not only improve the speed of Internet users,but also meet the interconnection of all things in the future,and build the national Internet of things.It is an important part of the construction of a new generation of information infrastructure in the future.China will realize the commercial use of 5G network in 2020,and is determined to take the lead in the world.The arrival of the 5G era is bound to create more new business models.These models are not only the key to the competitiveness of the operators in the industry,but also the reliance on their business income increase.The development of mobile value-added services is an important support for the development of the communication industry.Create a true pipe of wisdom.Conforming to the development of the times and finding the profit growth point of the enterprise and using the reasonable marketing strategy to transmit the product to the end of the user,it is the key factor for the mobile communication operators to occupy the future communication market.China Mobile Z is a communication operator at the prefecture level in Southwest China.Taking the company as an example,this paper analyzes the marketing status of its mobile value-added service.According to the development trend of the industry,the economic situation of local market,the advantages and disadvantages of its own resources,the opportunities and threats of development,this paper analyzes and summarizes the existing problems of the current Z company in the value-added service marketing.Based on STP,4Ps and other related theories,the market work of value-added service marketing is analyzed and studied.From the aspects of product strategy,price strategy,channel strategy and promotion strategy,this paper puts forward a set of marketing strategy improvement suggestions which can promote the healthy and continuous development of mobile value-added service of Z company,in order to help Z company to move in value.Business development has gained more advantages to maintain its leading position in the upcoming 5G era.