Research On Key Issues Of Business Design Of Telecom Mailbox Category

Recently, the telecom operators also have set foot in the mailbox market. Making use of PUSHMAIL technologies, China Telecom has promoted 189 Mailbox and China Mobile has promoted 139 Mailbox,Cell phone Mailbox,as well as Blackberry Applications.However, the key factor of design of mailbox products based on consumers'behavior has not been well studied. This article with customers'needs of business of mailbox category as main line, with managed mailbox business of China Mobile as mail case, has exerted the theory of market segmentation, the theory of consumers'behavior research and product attributes, through questionnaire to obtain data, adopting quantitative research methods of factorial analysis, cluster analysis and frequency analysis etc.,has emphasized discussed the key issues of products'design of mailbox category as well as function improvement of enterprise mailbox business and marketing strategies of mailbox business. The following results of research:(1)Key factor in design of products of mailbox category. This article with theoretical and empirical research, quantitative and qualitative analysis has derived the key issue in design of products of mailbox category. And from the entire life cycle of former business dredging, business in service, after business canceling, has derived the key factor of products'design of all stages.Seeing from the products provided by the current enterprise mailbox market, the basic functions such as mail group, mailbox room reminders, address box, overseas mail transmitting, anti-virus, and anti-filter has become the standard layout.Moreover as the symbolic segmentation with personal mailbox, all enterprises'mailboxes have enterprise features, such as group management, user management, and a mass mailing management.Since the occupation of resources, network drives, mail backup, and fax function have become selective value-added products of many mailbox products,moreover the application of calendar and task have not adopted by all enterprise mailbox products.Mobility may become the biggest difference between enterprise mailbox products.(2) The market segmentation of based on the property disparity of products of mailbox category. Combined with theory of product attributes and theory of market segmentation, gives the market positioning segmentation of different type of products.BLACKBERRY is geared to the needs of multinational corporations and high-end personal users, encryption PUSHMAIL is geared to the needs of the domestic large and medium enterprises, PUSHMAIL ADC version is geared to the needs of minor enterprises users,139 E-mail is geared to the needs of personal users, and enterprise managed mailbox is geared to the needs of minor enterprises without self-built mailbox system.And recommended that in terms of orientation of client base and market publicity, do a good job of product orientation of 139 personal mailbox and enterprise managed mailbox,do a good job of client base orientation of BLACKBERRY and PUSHMAIL.(3) Proposals on improvement direction and marketing strategy of product of enterprise managed mailbox.Products'improvement direction mainly consummates basic function and extrudes personalization function;and proposes strategy on tariff design and grasp of garget client base;proposes different marketing strategy on the market segments of enterprise managed mailbox based on behavioral variables, such as experiential marketing, cross marketing, self-marketing publicity.