2015 L Company Mobile Guide Platform Of The Marketing Plan

With strategic cooperation between L and National Tourism Administration, this dissertation takes mobile guide of L as the research objective, focusing on exploring advantages and disadvantages of L in the industry as well as its opportunities and threats. In addition, marketing goals of its mobile guide in 2015 will be formulated on the basis of marketing strategies of 4P, to complete 2.7 million sales targets.Under the circumstance of the strategic cooperation, by investigating successful cases of mobile guide in both domestic and foreign settings and extensive application of L’s mobile guide in other domains, this dissertation will examine the feasibility of this marketing plan. I will first use research method to analyze needs of informationalization in the entire industrial chain. In combination with STP, I would like to present marketing orientation and target group of mobile guide. No matter in tourism or telecommunication industry, mobile guide of L is innovative of its kind which requires standardized product and price strategies. It is also necessary to adopt effective channel and promotional policies so as to occupy local tourism market rapidly and achieve marketing goals of L. Lastly, in order to make the marketing program can be effectively implemented, the thesis also carried out the project’s marketing risk analysis, and develop the corresponding marketing control program to reduce its marketing risk, and further to ensure its marketing plans successfully implemented and achieve the set sales targets.