| With the development of the electronic design and production industry and the information technology industry,the manufacturing process of electronic digital products making has become more and more developed since the 21st century.With the rapid development of mobile communication network technology,the mobile Internet has become more and more popular because of the spread of the 3G mobile telecommunication technology,and has an explosive development because of the rapid arrival of 4G mobile telecommunication technology.Coupled with the rapid advancement in software technology such as big data technology and cloud computing technology and the rapid advancement in software algorithms,and the implementation of Internet plus strategy,smart communication terminals that access the mobile Internet represented by the mobile phones have gradually become accustomed tools in people’s daily life.People use the mobile phones more and more frequently and people spend more and much more time to use the mobile phones in their working life,and the cost of the generated mobile data grows more and more.The consumers of mobile telecommunication technology enjoy the convenience brought by the advancement of science and technology.,and at the same time,more and more attentions are being paid to the high price of mobile phone data services and the unreasonable mobile data package product setting.As a communication operator providing mobile Internet access to the mobile phone consumers,the YD communication operator company,the DX communication operator company and the LT communication operator company have formed a three-legged communication operator company situation after several times of structural reforms and company reorganizations.As mobile communication technology advances,the overall size and revenue of communication operators’industry are steadily increasing.In the meantime,competition in the communication operators’ industry has been constantly increasing.Various mobile packages of SIM card products and more promotions are constantly appearing.The problems of homogeneity of mobile communication operators are gradually emerging.With the passage of time,the number of users in the mobile communication market has experienced a relatively steady period of growth driven by the 3G mobile telecommunication technology and 4G mobile telecommunication technology services.After fierce competition in the business development between 3G mobile telecommunication technology and 4G mobile telecommunication technology,the market share of the three communication operators is uneven and the competition will be even more fierce.The policy of speed increase and decrease fee by the country prompted the entire communication operator industry to adjust the tariffs,and the cost of the upgrading of the industry’s inherent communications technology equipment and R&D investment is also a problem which the communication operator must face with.The majority of all the communications operators have invested large sums of money on the 5G mobile telecommunication technology research and development in the current and future period of time when the 4G telecommunication technology’s input costs have not been fully recovered under a few years of the commercial of 4G telecommunication technology.At the same time,with the development of technology,consumers accept the convenience of technological progress faster.More and more consumers communicate through mobile phone software.Traditional voice messaging is replaced by software-based voice chat,video calls in the context of the high-speed and convenient features of the mobile Internet.Many kinds of multi-person video experience is more convenient than traditional phones.The use of traditional telephone voice service and SMS multimedia service of communication operators is decreasing year by year.All sorts of circumstances make the income growth of the communication operator declining constantly.With the development of communication technology,the main part of company income of communication provider operators has shifted from traditional SMS and voice to data traffic income.In contrast to previous years,the increase in income of the entire industry has slowed.Under this circumstance,communication provider operators must develop more products according to market demand while technological progress.The communication provider operator must actively explore more top-level service products and conduct integration innovation of communication product business while optimizing the basic telecommunication network construction.At the same time,for individual companies in the communications industry,how to maintain development in the fierce competition is very important.As a company with a low market share,the LT communication operator company is constantly adapting to the development of the times and launching under the condition of the overall slowdown of the telecommunications provider industry,the erosion of business received by the Internet companies and the intensified competition among enterprises in the industry.In order to increase market share,so that the healthy and stable development of enterprises will come true and for the preparation of the maintain competitive advantage in the industry,a variety of new businesses services has been brought to the market.This study is to solve the problem all above.Based on the theory of "(The Marketing Theory of 4Ps " and "SWOT analysis method",the paper adopts the qualitative analysis method of the thematic research.Based on the research result on the marketing strategy of Tencent King SIM card which was released by the cooperate of LT Company and one Internet company,this paper proposes the following strategy include the development of more communication products,the implementation of differential pricing,the expansion of channel influence and the implementation of a variety of promotional ideas in order to solve these following problems which the very Tencent King SIM card has got include the unreasonable product design,the price strategy is not flexible,the conservative use of channels and promotion policy is too single to promote the sustained and healthy development of LT Company ’s Tencent King SIM card product and other innovative businesses.Through the research on the LT Company’s Tencent King SIM card,this paper summarizes the experience of marketing strategy of the very product which was released by communication operator providing company cooperated with the Internet company,and laying a theoretical foundation for various marketing strategies for more products and services which were created by the cooperate of communication operator providing companies and the Internet companies in the future. |
