The Marketing Case Analysis Based On Internet Thinking Of "King SIM"

With the rapid development of the Internet,consumer behavior has changed.As of December 2016,the number of consumers using online shopping in China has reached 467 million.In July 2016,China Unicom launchs the " King SIM " with Tencent." King SIM " has been listed for 14 months and its users have exceeded 50 million.WeChat account of " King SIM " is "King SIM Assistant".In April 2018,"King SIM Assistant " had 80 million fans.In the first quarter of 2018,the main business revenue of China Unicom reaches RMB 41.511 billion,an increase of 11.6% over the same period last year.By analyzing the " King SIM " marketing case,this paper draws five key points for " King SIM " to win : First,create differentiated products: including exclusive cooperation with Tencent based on cross-border thinking,completing product series based on extreme thinking,and rapid upgrading of products.Second,develop competitive prices: based on flow thinking,using penetration pricing strategies and distribution pricing strategy to set prices;Third,develop online channels : based on platform thinking,using Tencent's applications to add new online contacts,and using hot event marketing to acquire new users.Fourth,the innovative operation mode: based on the user's thinking,establishing the WeChat account of " King SIM ",opening the online real-name account opening time,carrying out various operational activities;Fifth,high user satisfaction: by analyzing user evaluation,98.18% of users willing to recommend " King SIM " to their friends.The user actively become the word-of-mouth communicator of " King SIM ".This article analyzes " King SIM ",and knows the reason of Internet cards standing out among many products,and provides pilot experience for China Unicom's Internet operations.China Unicom and other telecom operators should design products under the guidance of Internet thinking.Telecom operators dare to break through the existing model and boldly innovate in order to gain more attention and transformation from potential users.