A Research On Bewinner Operation Activity And Development Strategy In The Era Of "Dual-screen"

The human information dissemination activities by the nature and development ofthe media can be divided into the era of orality, the era of text communication, the eraof printing and the era of electronic media。In recent years, with smart phones and tabletPC sales and audience climbed spurt both, the current era of electronic communicationushered in the era of the "dual screen" led by smart phones and tablet PCs. Theemergence of smart phones and tablet computers make it possible for the audience toget more accurate and efficient services, and result in the appearance of the industry ofmobile value-added services.Mobile value-added service providers as consumer acceptance of the source ofvalue-added services, due to the use of the characteristics of the industrialization of theproduction and dissemination of information so that it has the nature of the media ofmass media. Bewinner Communication Technology Company limited landing A-sharemarket as China’s first mobile Internet business enterprise, after15years ofdevelopment, value-added service providers and mobile Internet dissemination ofinformation has accumulated a wealth of experience from either market share orprofitability of view, be regarded as a leader in the mobile value-added services.The innovation of this paper is that mobile value-added services to enterprises asthe media on the spread of Visual Threshold study, based on analysis of mobilevalue-added market trends and audience characteristics, Bewinner business environmentand product, looking north latitude and communications company advantages anddisadvantages of competition in the market, and so to present their views on the futuredevelopment of the latitude communications.Market trends and audience characteristics of the mobile value-added analysisshows that the popularity of smart mobile terminals and tablets terminal, the number ofmobile phone users continues to rise, the decline in the construction of mobile Internetspeed the process of tariff and other factors promote the future of mobile value-addedmarket hasgreat potential for development, especially the3G network information andentertainment services, the strong demand of ample market opportunities and theaudience will be able to provide a broad development space for the future developmentfor Bewinner.The analysis showed the audience characteristics of value-added services, mobile value-added market audience is25-40years old, with a higher educationalbackground and monthly income of2000-5000yuan community. The part of theaudience in the mobile Internet use for a long time, the high frequency of contact withvalue-added services, mobile value-added information services and entertainmentservices with high demand.Bewinner business market analysis shows that the degree of openness of themobile value-added services market will further increase, gradually lower the barriers toentry of new competitors, can be predicted latitude new enterprises will face greaterfrom competitive pressures. Latitude communications market competitive advantage isthe wealth of business experience, strong capital strength and extensive product system,and subject to mobile operators, their own lack of effective product promotion andmarketing channels, as well as corporate brand awareness is not high in the audience theinadequacies of the current latitude communication development.The analysis shows that the Bewinner value-added services latitude has a richproduct system, however, on the type of service and information content does notunique, in today’s overall industry product homogeneity tends to highlight the lack ofproducts and services innovation capabilities will become the future development of theconstraints of the latitude communications.Bewinner deficiencies in the competition in the market and product development,this article suggests Bewinner strategy of "brand leader","content is king" strategy andthe audience winning strategy for macro-development strategies on the product at thesame time to create interactive news and information platform with the same educationand training companies to provide specialized information services for the audience, etc.,and enhance the competitiveness of enterprises, and promote latitude communicationsby the mobile value-added services to Internet service integrators transformation.