Marketing Strategy Research Of Mobile Value-added Service Products In 2008 Beijing Olympic Games

Operators of Chinese mobile communication have achieved amazing development in the last eight years. Users of mobile communication have soared to 501,468,000 in June 2007 from less than 50,000,000 in 1999. So far, China has become the bigge"st mobile communication market in the world with biggest user population. However, revenue growth is threatened by the continuous decline of APRU (Average Revenue Per User) value. Therefore, growth of APRU value becomes increasingly important under such circumstance and success or failure of the value added business decides the operator's business. The importance of effective development and exploration of the application of value added businesses keeps improving. Nowadays, sports have been introduced to the market by the commercial ideas in the 20th century. Sport is regarded as the item to greatly satisfy the basic demand of the consumer. This basic demand is "Entertainment, Leisure and Experience". Therefore, with the new market connotation and function being given, sports have become "sports for leisure and entertainment", a main industry with infinite potential, and an industry grasped much attention in economic activities. So, in a sense, there is common ground between sports event and value added business of mobile communication. As a sport event attracted the most attention across the world, Olympic game is the best stage to display the close connection between value added businesses of mobile communication and sports. Developing and exploring the application of colorful value added businesses based on Olympic game and sports content can improve users' experience on hi-tech Olympic game so as to enable them to feel a passionate Olympic game, and provide the operators of mobile communication with the resource of high profits as well.This paper studies the mutual promotion between value added businesses of mobile communication and previous Olympic Games through studying the nature of value added businesses of mobile communication and its commercial application in sport industry. And refines and abstracts the user demand and commercial mode before and after the Beijing Olympic Games according to different users' markets and special demands of the business environment of mobile communication in the Beijing Olympic Games. Finally, it describes the method to explore the application of the value added businesses of mobile communication in Olympic game from the view of value chain of multiple participation and collaborative business, and presents suggestions for promotion strategy.