Based On Analysis Of Comsumer Behavior In Guangxi Wlan Marketing Innovation Research

With wide deployment of the mobile network and the rapid growth of the intelligent terminal, mobile data has ushered in rapid development,however, this brings "sweet trouble" to the operators. Huge data usage has brought large burdens to both2G and3G networks, so it is hard to solve the problems of network blocking. However, as a local area network (LAN) technology, WLAN can shunt mobile data traffic in a low cost,this makes itself as the supplementary conditions for the2G、3G and4G networks. So the three major operators give a high enthusiasm to the WLAN. Among them, the China mobile company and even the WLAN included in the "Four Network Collaboration" development strategy which organically combing the2G、3G and WLAN together. However,as to the current situation of the WLAN development, it could not form a certain scale.Although the high-speed network construction and the fast-growing hot spots have gained a rapid development,problems like low utilization of hot keys、single business model、low awareness rate of information hot spots、high entrance standards、few users and the few usage of information flow which don’t make obvious split-flow effect on2/3G network.Through the current development of WLAN, it falls into an embarrassing situation for its strategic positioning, there is still an obvious gap between them, we need to explore, research, and to put forward effective solutions to these problems, so that we can promote WLAN service. to a long-term development.Therefore, this article some in-depth discussion and research on the development strategy of Guangxi mobile WLAN. This article firstly analyses the WLAN market in Guangxi including the mobile WLAN market environment、the national macroscopic policy、the industry development trend、the enterprise microscopic environment, etc. On this basis, We step on the reality of Guangxi combining the theory of consumer behavior, and set the consumer behavior analysis as the breakthrough point, then analyze characteristics of consumer in Guangxi market,then make full use of the consumption history data of the mobile mass consumer,then extract fives consumer behavior drivers like image, prices, promotion, product and service, Then we carry out the research of Marketing Innovation. And finally we put forward a series of marketing innovation methods and strategies for the mobile WLAN in Guangxi, this will provide a certain reference value for the Guangxi mobile marketing practice.