The Research On Marketing Strategy Of Mobile Value-added Services Of ChinaUnicom

With the upgraded of China’s economy in recent years to enhance the level and communication technologies, the Chinese mobile communications industry has made rapid development, the market share of mobile phone users the basic saturation. Fully competitive landscape in the current Chinese telecommunications industry, China Mobile, China Unicom and China Telecom "Three killed," the voice call billing continued to decline, the rapid development of mobile value-added services is the main weapon to pull customer ARPU upgrading and drive the overall communications services revenue increasing. However, with mobile phone updating from the functional to the intelligent and3G users continues to expand, traditional industrial chain of mobile value-added services led by the operators,threating by the new mode of mobile Internet. Facing a new situation, how to seize the opportunity, to develop and market mobile value-added products based on high-speed mobile Internet,is the key for operators to form the differential advantage and win in the incentive competition.In contrast to analysis of domestic and foreign telecommunications operators in the mobile value-added services development experience, on the basis of the development trends of mobile terminals, using a variety of management theory and methods to analyze mobile value-added services operations encountered of China Unicom, and from an operational model, product strategy, pricing strategy, channel strategy and promotional strategy to design the marketing strategy mobile value-added services of China Unicom. First, the use of value chain theory of comparative analysis on the operating mode of mobile value-added services under the traditional and the new situation, a clear mobile value-added services operating models in the new situation of China Unicom.Second, is the use of the SWOT analysis and Porter’s five forces analysis China Unicom in the industry both within and outside the competition analysis, clearly how to avoid weaknesses in mobile value-added services differentiated marketing of China Unicom.Third is to use the marketing theory of4Ps, mobile value-added services marketing from product ofChina Unicom, price, channel and promotional four specific strategy design.An Empirical Study of Marketing Strategy in Tai’an City branch of China Unicom, the research results of this paper to enhance marketing performance Tai’an China Unicom mobile value-added services to obtain a more significant role in promoting. Marketing model to break the traditional mobile value-added services, establish a new type of mobile value-added services value chain, the new model of platform marketing, marketing, experiential marketing, database marketing, etc. to carry out the mobile Internet era of mobile value-added services development, protection of China Unicom, a sustained, healthy, The rapid development has important practical significance. I believe that the results of this study in-depth applications, mobile value-added services for China Unicom, the development of clear and useful help.