Research On Marketing Strategy Of HeqinUC's Location Based Service

With the development of location based services(LBS),people are accustomed to obtaining information on routes,navigation,catering,entertainment and so on through various navigation products on mobile phones,and these location based services are inseparable from the support of mobile Internet Which has long been a unique advantage of operators.For operators,nowadays WeChat,QQ and other communications software have long been popular,voice communications,SMS messaging,MMS business shrinking serious,operators have always been "pipelined" danger.Therefore,operators should fully understand their own advantages,integrate resources and carry out operators 'unique value added services to provide consumers with unique operators' products.This article first analyzes the internal and external environment of Beijing and HeqinUC Technology Co.,Ltd.(referred to as:HeqinUC),and elaborates the existing problems in marketing with HeqinUC.Followed by the use of SWOT analysis,HeqinUC has its own internal strengths and weaknesses,external opportunities and threats were analyzed in detail.After adopting STP strategy,the market will be divided into different markets such as mass market,transportation,government functional agencies,operators and other enterprises according to different organizational structures.Based on the centralized marketing strategy,LBS business Ability to make up for the market as a target market,shape and HeqinUC create a brand image.Finally,based on the analysis of the environment and the market,we develop a marketing strategy that is based on product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,service process strategy and physical display strategy Implementation.The above theoretical research can be used as a guideline for the marketing work of HeqinUC and also provide some reference and inspiration for the development of LBS industry supporting enterprises.