The Study Of The Accurate Marketing On Shanxi Mobile Value-added Services

With the development of the Information Technology, mobile value-addedservices have been developed rapidly and the competition between them gets moreand more drastically. Therefore, it becomes a major problem for operators to concernover improving the enterprise’s income and competition ability and also enhancingcustomers’value simultaneously. Further more, the use of traditional marketingmethods would waste the enterprise’s resources and get few revenue because of thevarious kinds of value-added services. Hence, the author presents some strategies forthe enterprise based on the study of the accurate marketing.Combined with the theoretical and empirical method, accurate marketing isresearched on mobile value-added services. A large quantity of data on mobilevalue-added services is collected to deeply analyze the communication industry.Further more, the author also analyzes the internal and external environment andmarketing problems of Shanxi mobile value-added sercices by way of SWOT method,which can be concluded that accurate marketing is the best choice for theseenterprises to develop themselves. Meanwhile, accurate marketing system is presentedon the basis of analyzing the accurate marketing theory and the status of value-addedbusiness, which elaborates how to mine customer information accurately and revealthe different orientation of customers’needs from four aspects: customersegmentation, cross-marketing, customer lose and potential customers. And thenarouse the targeted marketing strategies. At last, under the guidance of the accuratemarketing system, the author studies the accurate marketing process on the basis ofcustomer segmentation and cross-marketing and then put forward marketing strategiesbased on information mining.The thesis has the guiding significance not only to Shanxi Mobile value-addedservices from traditional marketing to the precise marketing ,but also has a positivereference meaning and application value for other types of enterprises to carry out precise marketing.