Research Of The Bundling Marketing Strategy Of MAVS

Business of Mobile value-added service (MVAS) is soaring in China and the income of MMS, WAP and IVR is increasing year over year. The MII(the Ministry of Information Industry) and the mobile operators are consolidating the current MVAS market to ensure the healthy and orderly business development in China. Under the circumstances, the MVAS market is going into the stage of optimization.In this thesis, I will analyze China market of MVAS and propose the strategy of bundling marketing for MVAS which is applicable to information product considering the current market situation and the development direction.There are many types of application to bundling marketing , for example, bundling fee, bundling with distribute handsets and bundling internet for marketing. There are some successful companies in the MVAS. Tencent is successful in product creation and business development and has become one of the biggest network companies in China. SKTelecom is an international telecom operator and has acquired excellent achievement in MVAS. In this thesis, I will take these two companies as examples and analyze their successfulness and discover the wonderful secret for the industry players in the MVAS chain.At the end, I will propose the constructive advice on the bundling marketing in MVAS.This thesis is written based on the materials of the industry introduction, analyzing reports and other documents home and abroad and with reference of the data and reports deriving from Chinese mobile operators and consulting firms. Since author experienced the process of the constitution of the China Unicorn's MVAS strategy and participated in the business operation, the thesis is practical and pertinent. The market strategy of MVAS shall be adjusted with the business development to ensure it is applicable to the changing market. The strength of bundling market strategy will be demonstrated and therefore boost the business with the increase of demand for MVAS by the end users.