Study Of Development Strategy Of SMS Website

SMS website has been growing fast in these two years since its creation in2005. According to statistics, till February of this year, there were more than 150,000 registrations on SMS website. And the quantity of end users, who search and receive information via SMS website, already exceeds ten million. With the progress of 3G system taking the place of the 2G & 2.5G system, multimedia information such as WAP, VIDEO etc. will expands in the SMS service. According to expert's forecast, from 2007 to 2008, the SMS Website will develop more dramatically, the registered customers will exceed 1 million, total industry outcome will exceed 1.5 billion US Dollars and the quantity of the end user will be more than 100 million. But just depending on forecast is never enough, like other fresh matter, SMS website also face a lot of problems, such as how to be recognized by more people, how to develop more quickly in the usage market, and how to maintain smooth expansion with the bottleneck of the market competition. So we need a set of analysis and planning for the strategy, marketing and direction of the expanding. This thesis discussed the latency market, development strategy and competitive environment of SMS website. Since the SMS website has the advantages of knowledge-intensive, fast delivery and easy to read, the development direction of SMS website should match the progress stratagem of the international movable inter-linkage, match the need of enterprises, and match the communications policy and criterion, evade risks and set up industry criterion. The foreground and potential of SMS website is challenging and difficult. It's meaningful to analyze the development strategy and marketing plan, fully develop self-advantages and enhance core competences. This thesis start with the analysis of present market and latency market environment of the SMS website, then use methods of SWOT analysis and PEST analysis to analyze the present and future development environment, finally fractionize the niche market, ascertain the target customers and direction of the development appliance, Aiming at the characters, discuss and analyze the most suitable marketing strategy and progress strategy.