Design And Actualization Of Marketing System For China Mobile Value-added Services

With the development of mobile communication, mobile value-added business began to rise. The industry chain is more and more perfect, the division of labor is increasingly more and more fine; The requirements of mobile value-added services on the network communication technology, individuation, interactivity and adaptability continue to improve; continuous innovation and matures of computer technology and communication technology provide reliable guarantee for mobile value-added service. Mobile value-added service is that develop and operate service types in addition to the basic business such as voice in the mobile communication network its definition is: providing value-added services to the personal or business by use of mobile communication network, including mobile SMS, MMS, mobile phone game, mobile phone reading, mobile phone assistant,mobile phone game, mobile phone video, etc.. The development of mobile data services, not only promote the communication among people, it also brings considerable income to SP, as the survey shows, in revenue of some well-known domestic portal website, income of mobile data business has exceeded 1/3 of the total income of. Development of mobile value added service,makes the marketing especially important.This paper mainly discusses the mobile value-added service platform, how to establish the marketing system, considering the different developing stages of the product life cycle of value-added service of, to promote the refinement of marketing, lead customers to gradually from recognition to the stage of actively develop, in order to bring stable income is the direction of business data marketing ability construction. At the same time, how to deal with the changing situation of market competition, meeting the needs of growing demand of different customer groups, also requires the construction of value-added service marketing ability have a fast response. To continue to play the first mover advantage of value added service, to promote the popularity and use of main value-added business, to promote the development of value-added services high quality and effectively. In the development of this system, studying the company’s marketing activities, how the system extract the underlying data and carry on the data cleaning, in accordance with the rules to form the target customer group and build the data analysis and plan design of marketing activities, the data analysis and plan design of online marketing, business monitoring, data analysis of channel marketing and make the detailed needs analysis of the summary of scheme. According to its features to select suitable developing platform and technology, to realize the functions of the system. The system data will make great contributions to the marketing of mobile value added service.After the online of the system, improved the rate of return on investment and the quantity of business order of the marketing activities, making the strong support for the leadership of Sichuan Mobile and related business personnel in the marketing activities. In the time of promotion of value-added business sales and order, it also improves the degree of information of the company, the emergence and popularization of this system, plays an important and special significance for the future development of the telecommunications industry, and have a more broad prospects in the rapid developing information era.