The Marketing Strategy Of Value-Added Mobile Data Service In ×× Unicom

By analyzing the market and competition environment, in combination with its own characteristics, this paper is trying to address the problems and predicament that facing XX Unicom and work out an effective marketing strategy, by applying theories on economics and marketing management.After several years of fast growth, the industry for SMS (short for Short Message Service) slows down recently. Value-added mobile data service could be the key driver to boost the 2nd wave in the industry and increase ARPU for mobile carriers. By conducting in-depth analysis into the industry chain, it' s clear that current data service is too monotone on its content, which obviously poses negative impact on customer' s demands. In this paper, the author argues that new marketing strategy will focus on integrating the recourses on the industry chain, such as SP/CP and end equipment manufacturers, innovating service portfolios in new market segmentation that will better cater to individual and industry clients. This paper uses such economics and marketing theories as price discrimination, bundling, etc.As we know, in any competitive market like mobile data service industry, XX Unicom is not the sole player. Mobile, our key competitor, together with other market players will impose on our marketing strategy; this paper therefore attaches importance to competition and intelligence study.