| The Fetion of China Mobile Communications Corporation and the Instant Messaging Industry, especially the Mobile Instant Messaging Industry, was the object in this research report. The Strategic positioning of Fetion and the policy to accelerate development combined ascendancy of operator were the focal point of this article.Fetion has been launched from the beginning of2007, on the base of5hundred of users, the number of Fetion users increase so greatly. China Mobile Communications Corporation give a great expectations to Fetion. Not only located it as a instant communication software, but also regard it as a significance application platform to fuse the development telecommunication service and interconnection network.As a instant communication business launched vigorously by the mobile communication operator. Nowadays, China Mobile Communications Corporation pay a close attention to the problem that how to institute correct strategy localization and how to gain development depending on enterprise predominance in the cut-throat competition market.The main competitors of Fetion that The numerous immediately communicate manufactures were classified as four groups as follows:the manufacturer production based on PC on internet, the telecom operator’s production, some production of obviously feature, and the mobile telephone terminal operator production. And the masses of output users show the distinct feature from age, educational background, and income.On contrast, Fetion show its Advantages and disadvantages aspect in business content, enterprise supporting, market extent, customer service and spending.This study will apply the theory of positioning marketing and competitive strategy, to analyses concretely competition situation of instant communications industry which the Fetion in, to compare with the management mode of the major competitors; to analyze the relative strengths and weakness, opportunities and threats of Fetion.Combining theory and analysis the current situation, we can fix position more reasonably for Fetion in the strategic positioning, used in mobile terminals, cost-effective wireless communication application (voice, information, video calls) as the foundation, open mobile Internet business portal. Based on this positioning, we made the following enterprise strategy:ensure the development direction and the position, appropriate target focus, to open attitude do product research and development, make good use of marketing and customer service advantage. |
