| 2011is the first year of the twelfth Five Years. The Internet, IOT and three-network integration have been included in the twelfth Five-Year plan of communications and information industry. Driving by the favorable forces such as economic stability and rapid growth of information service industry, the revenue of value-added telecom services in China market will keep a growth rate of10%, the market scale will reach33billion CNY in2011, and the overall market scale in2013is expected to exceed400billion CNY.Traditional value-added services such as SMS, MMS and PRBT grow steadily, which are the main income resources of VAS market. Since2011, the mobile terminals become diversified, its applications and content become richer, and mobile internet user experience has been improved. Meanwhile, operators further boost3G development, and the mobile internet social platform enters into the stage of rapid development. Mobile payment, mobile reading and mobile MicroBlog will remain popular, and application stores, mobile shopping, mobile games and other applications will become more popular. It is predicted that in2011, the market scale of mobile value-added services will amount to220billion CNY with an annually growth of over10%. The communication equipment market in China is in fierce competition and is gradually dominated by a few large vendors. The top six vendors totally take58.7%market share in2009and69.2%in2010.Founded in1985, ZTE is China’s largest listed telecom equipment company and trades on both the Shenzhen and Hong Kong stock exchanges. Its business income in2010amounted to70.264billion CNY. Its system and terminal products serve for all high-end operators in Europe, the USA and Japan. Since1995, ZTE has started R&D of value-added service products, which is the first vendor who puts large investment on the R&D in China. It has launched the brand of Anyservice. The Anyservice full-service product solution package is designed to offer comprehensive, all-round, and diversified solutions as well as perfect,3G-oriented, and comprehensive network and service solutions to enable operators to get ahead in competition. ZTE’s Any service is the only VAS solution brand ever launched by a major Chinese communication equipment vendor.Adhering to the core concept of "Serving with dedication and being committed to our customers, ZTE makes continuous innovation and exploration in R&D and marketing over these years. With constantly growing services and remarkable performance in the market, ZTE gains great economic and social benefits and wins respect of customers. This article mainly analyzes ZTE’s market strategy of SMSC products in the hope of give some suggestions to development of other products of ZTE. It studies ZTE’s marketing strategy, product innovation strategy, service strategy and customer relationship strategy. Its final chapters analyze the problems existing during marketing operation.This article first gives a brief introduction to industry status of SMSC products, ZTE Corporation and its SMS products. It analyzes the market of SMS products and makes a detail research on ZTE’s corresponding market strategy. The research on ZTE’s innovative strategy is an important part of this article because this strategy guarantees ZTE’s competitive strength in the market. Then this article introduces service policy of ZTE’s SMSC products, including service concept, service content and service quality control. Thirdly, it introduces customer relationship management strategy for SMSC product marketing, and analyzes the customer relationship management concept and system design in detail. Finally, it analyzes the effect of the marketing strategy, existing problems and puts forward improvement methods.This article makes a comprehensive analysis on marketing strategy of ZTE’s SMSC products. The author hopes that this article is helpful for readers in product marketing. |
PDF Full Text Request