Mobile Value-added Business Analysis And Marketing Strategy

In recent years, the Chinese mobile communication industry is developing rapidly. Especially mobile value-added business from simple information exchange service gradually turned to meet user personalized entertainment demand. Mobile telecom value-added service is an important trend for future development, but also the important profit source operators. In 3G network's strong technical support, mobile value-added business will meet in an unprecedented opportunity for developmentThis article through the theory with practice, the method of combining domestic and foreign mobile value-added business development situation, analyzes and studies the domestic and foreign mobile value-added business development difference. This paper firstly expounds expatiates the purpose, significance and research methods. Secondly, make a simple elaboration of mobile value-added business definition, classification. Then, simple introduced the domestic and foreign mobile value-added business development status of developing situation at home and abroad, and discusses and analyses the differences between domestic mobile value-added services, it is concluded that the slow development reason. Again use PEST environmental analysis, potter's five competitive forces competition model and the SWOT analysis in China mobile value-added business macro environment, industrial competition environment and influence factors of mobile value-added business development is analyzed. Finally, according to the current situation and proposed some suggestions of the marketing strategy. I hope these marketing suggestions will do some contribution for China's mobile value-added business development.