Research On Marketing Group Mobile Imformation Products

Based on the survey of group mobile imformation products marketing, this theis probes into a cooperative marketing pattern suitable for current development of group mobile imformation, fast development tactics and marketing management of group imformation business with a cooperative marketing pattern. This study is of practical significance to development of China Mobile business.Having compared various marketing models of group imformation and taken into account development tactics of China Mobile, the thesis makes it clear that cooperative model is the best for fast development of group model impormation business. With the guidance of 4P theory, combined with clients questionaire survey analysis, the study gets the following results:1. The development of group imformation products should focus on survey of imformation needs; products should enhance group unit efficiency and effectively lower the cost of production, sales, and manegement. Products integrated program, ensuring the overall importance, must be guided by integration solution. In the early R&D process, full cooperation with SI must be ensured, R&D results and follow-up services must be guaranteed.2. As for the pricing strategy, penetration pricing is employed. Combined with a variety of pricing strategy for business promotion, joint development is employed to lower cost, strengthen competitive advantage, and achieve the final goal of scale development.3. The publicity stratege should emphasize on the promotion of Power 100, strengthen public relations, and establish a good company image. Personnel on-site promotion is employed, as well as a variety of cooperative propaganda models of SI, such as conference marketing, web portal promotion, establishment of advice centres, to greatly develop group information business.4. As for the business channel building, a complete service support platform should be provided, e-marketing channels shoule be widen, SI cooperation should be strengthened, to achieve the goal of win-win cooperation.In practical marketing implemention and management, based on implemention by all levels of China Mobile, emphases are put on team building and motivation, goal management, implemention of marketing plans and implemention control at all levels, and target assessment of group imformation business. As for management innovation, marketing capability is to improved through enhancing service manegement. At last, through analyzing future tendence of group imformation business, this theis emphasize on future competition of group imformation business, and put forward strategies and ideas that China Mobile can employ.