Research On Value Creation And Value Capture Strategies Of Middle And High-end Customers Of BB Mobile Company In Key Scenes

In the era of 4G,with the increase of mobile phone penetration rate in the communication market,it is increasingly difficult for operators to obtain new customers,and all operators have invested a lot of resources to compete for customers.As the largest local communication operator,BB mobile company occupies more than 60% of the customers in the local communication market,among which the middle and high-end customers have also become the focus of other operators.Because each operator is in network resource,channel layout,personnel ability,charge product to wait for a respect to become more and more homogeneous,the operator is in order to keep customer,take the promotion measure that reduces price blindly.This kind of resource-consuming marketing method makes each operator fall into a vicious circle.Based on the analysis of BB mobile's middle and high-end customers and marketing status,this paper focused on sorting out the literature on scene,business model,value creation and value capture,and concluded the three dimensions of experience,personalization and relationship that constitute the scene.Moreover,it further sorts out the analysis framework of middle and high-end customer value creation and value capture based on three key scenes of BB mobile.Among them,experience realizes value creation by enhancing emotional value proposition and value capture through willingness-based isolating mechanism.Personalization realizes value creation through customer contribution of operational resources and value capture through ability-based isolating mechanism.Relationships create value by facilitating operational resource flows and acquire value through ability-based isolation mechanisms.Secondly,this paper takes BB mobile company as the research object and adopts the case study method to analyze the process of value creation and value capture of middle and high-end customers under three marketing scenes of BB mobile company.Through the analysis,it is found that the driving factors of value creation and value capture in different scenarios are also different.Third,on the basis of case analysis,this paper proposes specific strategies for the follow-up scenario marketing of BB mobile company.Finally,the paper summarizes and looks into the future.Through summary and analysis,the enlightenment significance of this paper is found,and the prospect of future scene marketing in 5G era is put forward.