Study And Analysis Of Mobile Search Service Marketing

In this thesis, by using some management and marketing theories, the selling strategy of mobile search service is analyzed according to its status quo.First, the development of mobile search service, the advantages and disadvantages in it are introduced; at the same time the resolution is proposed. Then, the different characteristics between the mobile search and the traditional network search are studied. And in terms of the market structure, the influences on the OP and SP are discussed. In Chapter 4, based on the relationship between the participants in the mobile search, the "T" mode value chain is proposed to emphasize the influences. Compared with the profit mode in the internet search service, the ones in the mobile service are given. In the last chapter, the paper analyzed the OP by SWOT; making use of the customers' information in the internet search service, the demands and features of the mobile customers are concluded in order to get the market divisions and market choices. At last, 4P strategies are given to the OP about the mobile search service, such as: products strategy, price strategy, sales promotion strategy and distribution...