The Research Of Marketing Strategy For Data Value-added Service In Sichuan Branch Of Cmcc

At present, mobile communication operators of China have made unremittingefforts in VAS(Value-Added Service) development and introduce new servicesconstantly. But due to lack of in-depth analysis and understanding of customer needs,market demand has not yet been fully satisfied. Facing3G era, it is necessary for theoperators to ensure emphases under the new situation and determine the followingmarketing strategy. By analyzing the market and competition environment, incombination with its own characteristics, this article is trying to address the problemsand predicament that fascing Sichuan Mobile and work out an effective marketingstrategy,by applying theories on economics and marketing management.This article is divided into six chapters, and take the Sichuan Mobile Value-addedService in Sichuan’s marketing strategy as an objective point, utilizing the marketmarketing theory knowledge which studies to the Sichuan Mobile Value-added Servicemarket marketing strategy to conduct the research, through over the years experiencesthe course to the Sichuan Mobile in the exploration Mobile Value-added Serviceeffective marketing strategy the thorough analysis, promulgates insufficiency,discovered luminescent spot, will accumulate the successful marketing experience forthe next Sichuan Mobile Value-added Service development, and will form a scienceabove this foundation, may operate, the sustainable development new marketingstrategy plan.Before Sichuan Mobile Value-added Service marketing strategy analysis, thisarticle first from the characteristics of the chinese mobile communications market, andexpounded china’s development of mobile VAS, reveals the poblems of the VAS in thedevelopment process. And the environment which lacates to the Sichuan Mobiledevelopment increment service has carride on the comprehensive analysis, thisincluding to the Sichuan Mobile which successful and the insufficient afctor carries onin the VAS development and its opportunities and challenges. Afterwards analyzed thepoduct life cycle of Sichuan mobile VAS, and described the marketing strategies in different life cycle of product take a case of marketing strategy to the choice of ringtones.Finally is this article core analysis part-Sichuan Mobile VAS market marketingstrategy analysis. Regarding this part of content, then is carries on according to the4Pprinciple for the main frame analyzes item by item, and research the Sichuan MobileVAS separately in the product, the price, the promotion, the channel, and conforms totelecommunication enterprise characteristic feasible plan.