Research On The Market Segmentation And Marketing Strategy Of The Mobile Reading In Zhejiang Mobile Corporation

As the development of the value-added data services and Electronic reading industry, the mobile reading service becomes a focus of concern by all sides. Mobile reading service, which is now in the time of high-speed development, is one of new value-added services of China Mobile. Since the service is in the fierce competition of homogenous products now, it is a significant subject to pinpoint the mobile reading target users in the large group of mobile users, and to carry out the precision marketing so as to promote the rapid development of the business.Based on the summary of the current development situation and the problems of the mobile reading service, the paper combines the research methods on economics, marketing and statistics areas, taking the series variable factors analysis method to segment the existing mobile reading users and potential mobile reading users of Zhejiang Mobile by the way of data mining and user survey. The paper shows that there are five market segments of existing mobile reading users and nine maketing segments of potential users, and it also figures out that the mobile reading service should focus on the younger age group who are under30years old, and three main groups of white-collar workers, blue-collar workers, and students. After taking the scale and accessibility of the market segments into account, the paper selects four market segments which are leisure young women, workplace newbie men, workplace newbie women, and leisure young men as the key mobile reading target market. With the consideration of the features of the mobile reading service and the user demand of the market segments, the paper also provides mix marketing strategy on the product, pricing, marketing channel and promotion, so as to guide the healthy development of the mobile reading service in Zhejiang province.