Southern News Code Company Database Marketing Strategy Research

After years of development of the mobile value added services of China, both the supervision bureau, the mobile business operating companies and the SPs have get rid of the irrational vision of mobile value added services, but rather have eventually become mature and rational in management, business model, partnership and win-win collaboration. Southstandard, as a leading SP in mobile value added services, has determined to change its previous model of marketing and has prioritized the introducing of advanced marketing approach and experience from other industries as its first primary target. The database marketing, the marketing of combination of advanced marketing theory with database and advanced analytical technologies, has become the first choice of the SP marketing methodology.This article, on the basis of thorough study of the current situation and future trend of China market of mobile value added services, is trying to provide the suggestion on theory as well as methodology for database marketing for Southstandard. This suggestion is coming through the study on industry environment and competition analysis based on Southstandard current situation. Furthermore, the development of this suggestion is involving both a feasibility study of database marketing for Southstandard, the market segmentation and positioning, the classical database marketing theory, and finally but not leastly the combination of the 4P3C database marketing.