China Mobile Wireless Music Base Accurate Marketing Research

In April, 2005, China Mobile wireless music base established in high-tech western park, Chengdu Sichuan, marked mainly by color ring tones of wireless music business began to focus on operations. On the other hand, other domestic telecom operators, service providers, record companies are all already aware of the wireless music as the main forms of digital music and has demonstrated the enormous hidden business interests and development potential. The interests of the chain of this industry both there is fierce competition, there is also cooperation.Currently, China Mobile Wireless Music relatively extensive base of marketing, business marketing on the Internet also is the initial stage, lack of experience. In recent years, based on data mining and business intelligence technology precision marketing has become a hot telecommunications industry, My article's studies which based on China Mobile wireless music precision marketing basis of data mining, to base of marketing for wireless music sustained and stable development of the foundation and future response to powerful means of homogeneous competition, and business operations and marketing management to provide the depth of thought.First, we introduce a main idea of the theory of precision marketing and data mining. In the telecommunications industry analysis, propose a closed-loop precision marketing process conceptual model.Then, the paper in-depth analysis from various angles the operational characteristics of wireless music, wireless music industry chain of China. Then,analyzes foreign status of the digital music business development, particularly, Japan and South Korea's leading wireless music business major telecom operators made of the marketing strategy. Then,further analyses status of China Mobile Wireless Music Base, using PEST model and IFE Matrix on China Mobile wireless music base of the external and internal environment to do a detailed analysis, and then reveals the base of China Mobile wireless music marketing status quo and existing problems. In the study, this use of management information systems SDLC methodology from system goals, requirements analysis, feasibility analysis of mobile wireless music precision marketing system was generally analysis. On this basis, the use of BSP(Business Systems Programming) to design a wireless music system precision marketing model and system structure.Finally, the author also go through the practice of the whole process of wireless music's precision marketing, base on business subscribe quantity-based and incremental analysis and comparison of products and services based on association rules analysis of two real cases, and evaluation of results is verified through the application of precision marketing value.The process, research methods and evaluation of results of this article's studies may be useful for value-added telecom services, perhaps, for new mobile Internet business and other applications on the cross industry of precision marketing, there is some reference value.