3G environment , China Mobile E-mail Marketing Strategy
|Keywords||3G China Mobile Mailbox Marketing Strategy|
Three telecom operators in China starts to enter successively the third gereration(3G for short) commercial stage which symbolize the wireless data application from the narrow band to wide band since 2009.Many internet applications which was restrictedly applied under the wireless narrow band environment, will face the huge change of application environment, such as the main topic of this paper mailbox service. As for in a Mobile Communication Corporation(China Mobile for short) mailbox service, Not only will face the impact from other telecom operators, but also the traditional mailbox provider’s direct impact. In this case, how does the China Mobile mailbox service carry on the market localization, how formulates the competition strategy, as well as how formulates the marketing strategy to deal with the competition is the key point in this paper.In view of the above question, the paper has launched each kind of mailbox performance data as well as the user appraisal; carried on the system analysis to mailbox indicator using the analytic hierarchy method; and excavated the representative characteristic of China Mobile mailbox user and subdivided the user group by combining the current China Mobile customer situation. Afterwards China Mobile mailbox service was summarized using the SWOT analysis to the Strength and potential opportunity and simultaneously weakness and threat. Based on the above analysis, it is proposed the market position and the competition strategy for China Mobile Mailbox service under 3G environment. The marketing strategy are clarified as the multi-brand strategy, product variation and combination, service in the lead position with the variation, price package strategy and the multi-marketing channel combination. The paper finally makes the expectation to the China Mobile mailbox service development.In the coming 3G stage competition, China Mobile Mailbox will provide special service, adopt the variation competition strategy, assist China Mobile to fix the user which makes the contribution for the China Mobile’s all core service competitive power enhancement.