How To Launch Mobile Value-Added Services With Experience Marketing Theory

As the market competitions between mobile carriers being increasingly fierce, the mobile services which they provide are also more and more similar. Accompany with the Voice ARPU continued to decline, how to launch mobile value-added services becomes the key of market competitions. The customers' needs for services are also gradually undergoing changes because of the increasing mobile penetration. On the one hand, voice services have met customers' basic needs to communicate; on the other hand, rich data services could satisfy customers' personalized life. Traditional mobile marketing mode makes itself hard to work, so mobile carriers have begun using experiential marketing theory applied to the practice of business.This paper is mainly divided into three parts. First, the paper describes the mobile value-added service on the definition, present development situation and marketing characteristics, point out that experiential marketing is the development trend of mobile value-added service. Second, the paper studies the customer experience on the telecommunications industry. By analyzing the consumer characteristics of telecom services and integrating with experience marketing theory, this paper constructs a complete model of the customer experience. Third, through researching the application of experience marketing theory in the process of formulating mobile value-added services marketing strategies, it creates the Experiential Marketing Model for Mobile Value-added Services, and innovative structure Experiential Customer Orientation Model with neural network technology. So, mobile carriers could develop marketing methods and channels for mobile value-added services. At the same time, the models could provide support to choose the best marketing cycle, channels and content.In addition, this paper also combines methodology and examples certification to make the double support for telecom experience marketing.