The Design And Choice For Mobile-added Service Marketing Channels Of HY Mobile Company

With the rapid growth of China's mobile phone customers, mobile value-added service promote the development and application has made tremendous achievements. But the revenue of mobile value-added service to total revenue ratio remains very low. The utilization rate of bundled value-added service is also low, the reason is that value-added services is different from the voice service in characteristics ,in this case we should establish a different marketing channel is becoming more and more necessary. The paper is based on the theory of channel and combine the HY mobile company's cases in value-added services, it also analysis that the value-added business marketing channels existing problems and shortcomings in order to improve channels of the principles and direction.On the basis of research results, this paper starts from the channel, product and the relationship between consumers through in product attributes and channels mutual match analysis, customer behavior and the relationship between the channel analysis; Secondly customer-centric consumer analysis who acts in order to establish channels of the scope of choice, and then channels carrying products from the perspective of the ability of each of the channels to enhance the effectiveness of marketing channels, and value-added services to meet consumer's demand of products for the purpose of the mobile value-added service HY re-designing and planning and providing an appropriate organizational structure to improve the design. After this, the paper also mentioned that some other systems should be formulated in the whole channel marketing system, such as management, innovation and evaluation of channel marketing, Only when all these systems works well with each other, the new channel model could have its efficiency .New marketing channels in the course of operation may be have some problems, the paper focuses on the business processes and brand building and make recommendations with a view to the future course of the channels for strengthening and improving, and its final run from the social and cultural environment , laws and policies, market competition, the legal system and other aspects of the analysis.