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The Study on Improving Value-Add Service Marketing in Shandong Mobile Brand Service

Author: ZhaoHui
Tutor: ChenWeiDong；PangJinHua
School: Tianjin University
Course: Industrial Engineering
Keywords: Shandong mobile Brand service Increment service Marketing strategy 3G
CLC: F626
Type: Master's thesis
Year: 2009
Downloads: 116
Quote: 0
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Abstract


Since the 21st century, the mobile communication development is rapid. China Mobile just started the 3G network, causes the migration value-added service to enhance greatly in the operation income proportion, becomes leads the mobile service to grow the new driving influence.This article in analyzes the Shandong Mobile existing value-added service in the operation situation foundation, elaborated the value-added service market development present situation comprehensively, The marketing environment which faces from the Shandong Mobile brand service value-added service begins, from the market share, the competition method as well as the value chain three aspects analyzes the market competition environment which Shandong moves locates. Through SWTO analysis method, first, obtains from the traditional marketing way to discover the positive role which and the restriction produces to the value-added service development; Second, obtains from the new marketing way, to discover the positive role which and the restriction produces to the value-added service development; through two way’s unions and were suitable alternately, solve supply and demand between the operator and the customer of are contradictory, let the customer find suit, the suitable service, also let the value-added service true accept by the customer. At the same time, start after Shandong Mobile 3G network, the value-added service development faces the opportunity, the threat, the strengths and the weaknesses (SWOT) have carried on the analysis. Synthesizes marketing environment which, market competition pattern and essential data analysis result Shandong Mobile faces, to the marketing promotion, the price strategy and the income analysis and so on put forward the countermeasure proposal.

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