| As economic development and the improvement of living standards of the people of our province, Jiangsu mobile overall macro opportunities in the development of risk coexist, industry environments are increasingly complex and escalating customer demands in the three key issues.During the growth period after this phase, user demand and competition of the hot spots are all located in the focus of development and application of a value-added business promotion. Jiangsu Mobile VAS business rapidly expanded in recent years, revenue contributions rising, but in the process of rapid development, there have been more dependent on new subscribers bundled discount, more rely on marketing activities, as well as user activity is low, and so on. Therefore, how to enhance value-added services as soon as possible the marketing efficiency became the important task of the province’s value-added business transformation, has become the main research topic in this article.This article in analysis problem of Foundation Shang, first developed has fair effective of "value-added business marketing efficiency assessment system", for follow-up of research established has science of evaluation dimension of, and creative of will market marketing learn in the of products cycle theory and customer relationship management theory in the of customer life cycle theory phase fusion, made has products-customer life cycle matrix model, and will of application Yu value-added business of development stage recognition and marketing policy of developed Shang. Since taking product and customers two important factors life matrix models make study more comprehensive value-added business marketing strategy more reasonable. Theoretical basis for the finding and establishing analysis model later, this article by Wuxi move "point to point SMS marketing efficiency enhancement" is a description of the actual cases, the entire process of city marketing research thinking and method of activities presented in this article,. Through the application of life matrix model for formulation of marketing strategies and measures to implement, Wuxi moved for a period of3months of "point to point message special promotion" activities. By the end of September, Wuxi mobile SMS marketing team of the province’s overall ranking rose from June, the one over Changzhou came in third. And growth most striking item index is market penetration and sub-periods SMS number, you can see that this phase to get users per household penetration of users upgrading and promotion SMS promotion plays a significant effect.Case from the perspective of empirical validation the feasibility and practicality of the theoretical system this article, and this theory following stage floor extension provides a factual basis, and on the basis of the next phase will also continue to improve, and gradually achieve the value-added business of normal day-to-day management, and gradually build a complete, value-added business management closed-loop process. |
