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China Mobile wireless music industry perspective based marketing strategy

Author: ZhangZhenXiang
Tutor: SongYan
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Wireless music China Mobile marketing strategy
CLC: F626
Type: Master's thesis
Year: 2009
Downloads: 99
Quote: 0
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Abstract


With the social progress and improve people’s income levels, music, and the relationship between people’s lives will be even more closely. It is also willing to music on an increase in consumption. The music industry will have broad prospects for development, will be in the field of the music industry a good business development opportunities and because of digital music and the Internet’s rapid development has also resulted in the music industry give enormous impact.The current wireless music major marketing channels to rely on China Mobile’s own resources, the way in marketing to promote the traditional ways to promote mainly in marketing resources on the promotion of integration apart from the upper reaches of some of the industry chain resources, mainly rely on China Mobile’s existing some of the channels, means, and music with mobile voice and data products compared to other industries has a strong property, only with China Mobile’s own channels, to rely on their own limited resources and in accordance with the traditional way of marketing are Product Marketing far from enough,and therefore in urgent need of a clear marketing strategy and direction, to explore the path.In this paper, first of all, the music market demand and the current status of analysis of China’s mobile music market participants and mitigation, analysis of China Mobile to participate in music to ease the external consumer market, industry competition, the internal environment. In this paper, China’s mobile wireless music marketing strategy for the implementation of the strategy of China Mobile’s market position are analyzed, according to the factors that affect the value, the mobile wireless music in China in the long-term goal of marketing, marketing direction and context. This paper studies the adoption of the mobile music industry chain of China’s problems in the development and proposes the development of proposals for the development of China’s mobile music and learns from innovation.

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