Yixin Marketing Plan

With the progress of technology innovation, the mobile Internet era has arrived. Chinese Internet Network Information Center (CNNIC) released a report named "2013-2014 China Mobile Internet survey report". The report shows that, China’s mobile phone users was 527000000, accounting for 83.4% of the overall netizens by June 2014. The growth rate of the number of mobile phone users has slowed down. Meanwhile, the mobile Internet is more abundant, it has generally penetrated into social life and service. Mobile Internet has become an important development mode of the mobile phone users to normal life and industry. Communication and social networking software, has become the necessary APP for mobile phone users. According to the "2014 China social networking application user behavior research report",it shows among the that three major social networking applications, the coverage of Instant messaging is 89.3%,which has been highest among all netizens by 2014 June. The second is he social networking site, coverage 61.7%,then is micro-blog, overage is 43.6%. All above show that these social networking applications has become the emerging social media, and they have greatly influenced the modern people’s life.Yixin is a mobile instant messaging social product, which is jointly issued by China Telecom and NetEase on August 19,2013. Behind this product is Zhejiang Yixin Science and Technology Co Ltd which is bounded by Yixin and Telecommunications who jointly invested 200000000 yuan. The basic function of Yixin based on some most basic functions, such as the field of mobile instant social, covering the chat, voice calls, video calls, circle of friends, the expression, public platform and so on. In addition,there are also some main fuctions,such as free SMS,free telephone, voice mail, ask, show, encounter and other features. Yixin claimed to achieve free communication without barriers, getting through various communication terminals and advocating messages among various communication terminals. The unique functions such as cross network free SMS, free phone messages and so on, highlighting the profound background of the operators. When the basic communication function has coverd. the ask, car race, encounter, the show and other interesting new features, brings a fresh and interesting social experience for the users at the same time, which reflects the Yixin has made efforts in the social field strangers.Yixin launched in August 19,2013, released the number of users exceeded 1000000 on that day. With the development of more than one year time, it has experienced the evolution of the 20 versions with efforts to form their own differences. According to official data of Yixin released，since the release of its registered users rose steadily, currently has more than 100000000 users, the monthly active users over 30% of the total number of users, users in about 10000000 daily active. As a APP with one hundred million users, its market position has not be underestimated, but with the industry leader Wechat, there is still not a small gap. but its activity is low is an indisputable fact.This research is to design a brand marketing plan of Yixin, to help Yixin set up brand benchmarking, make clear product positioning, win more market share and users, then enhancer activity and user retention.This study is to develop a complete marketing promotion plan for Yixin through the marketing ideas. The main ideas are as follows:the analysis of the function structure and the product status of Yixin, pointing out the advantages and disadvantages of its products, describing the current status of the development. Then analysis the current status of mobile social software market, conform the existing market structure and competition situation and development trend, verify the market position and the opportunity to Yixin, looking for the dilemma and breakthrough point. Then the paper will expound the competitive status in detail and analysis for the target user, then market positioning in order to clear marketing strategy for Yixin. The fourth part will work out overall market planning for Yixin on the basis of previous analysis, including product, operation, channels, activities, public relations, media strategy. Finally, the paper will plan some large-scale marketing activities according to the marketing strategy, including assessment activities, specific marketing plan and budget plan.I hope this paper can provide some reference to the promotion of the Yixin product.