| Recent years, while the world mobile communicating market entering maturation period , pronunciation communicating increase slowly. The mobile value added service as short massage,WAP,color bell,which develop at full speed, show the astonishing development prospect,let everybody see the enormous potential of mobile value added service. It has also attracted the whole world range's attention. Not only the degree of mobile value added service development represents the level of country communicating, but also can let the communicating business occupy initiation in fierce market competition. Therefore,how to develop mobile value added service has practical significance , also becomes a important problem of communicating business in China.The article first carries out carding the value chain theory,consume behavior theory,estate compete structure model systematically. Next,it summarizes the current situation and developing trend of mobile value added service in whole world and our country. On the basis of here, the article analyses the relevance factors which affect the development of mobile value added service in our country. It prepares for analysing the management strategy of mobile value added service. Then,on the basis of analysis of value chain structure of the mobile value added service, The article has discussed the marketing strategy of mobile value added service from marketing model,product marketing strategy,brand marketing strategy. At last, the article analyses the current situation and problem of the value chain of mobile value added service in our country. Besides, it provides management strategy of mobile value added service from government,mobile communicating business,content and service provider,consumer, equipment firm. The article analyses the management strategy and marketing strategy of mobile value added service, It has theory and practice guiding significance to the development of mobile value added service in our country. |
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