Who can give a "M-Zone Advertising Effect Survey Report"?

After the continuous division and reorganization of China's telecom industry in recent years, China Mobile Communications Group has become the most powerful operator in China with the highest market share of mobile communications revenue. With the rapid growth of global mobile communication demand and the rapid development of mobile communication technology, China Mobile has also accelerated the pace of its own development. On the one hand, constantly introduce new services and build new brands; On the other hand, spare no effort to attract and retain users, accumulate customer capital and build core marketing capabilities. Therefore, the marketing activities in the mobile communication market are becoming more and more important.

Boston Consulting Group pointed out in a report that there are unprecedented opportunities to create value in today's telecommunications industry, but many companies trying to take advantage of these opportunities are facing enormous challenges. Some companies try to get the maximum value from their existing market position and business portfolio when seeking new opportunities. Other companies have achieved initial success in concentrating their advantages to create strong growth and transforming it into long-term competitive advantages. Both types of companies find that in order to succeed in a turbulent environment, they must have both offensive and defensive skills. In fact, the marketing strategy of today's mobile communication market conforms to this judgment. The design and implementation of future marketing strategy should also be carried out in this direction.

First, the analysis of the current situation of the mobile communication industry market

(A) the development and trend of the mobile communication industry

In 2002, the mobile communication market in China grew rapidly. By the end of June 1 1, the total number of mobile phone users had reached 65438+98 million, with an annual increase of over 60 million. In May 2002, China Mobile GPRS was officially commercialized, and MMS service was launched in June 5438+ 10. China's 3G spectrum has been demarcated, the third and fourth national mobile licenses will be issued soon, TD-SCDMA industry alliance has been announced, new value-added services such as mobile payment have developed rapidly, and China's mobile communication market has huge room for development. According to the statistics of mobile companies, so far, the scale of mobile users and networks in China has jumped to the second place in the world, only next to the United States. (Source: /products/reports.asp? rid=4 1)

1, data service shows "sharp corner"

Although voice service is still the main mobile communication service in China, the development of mobile data service represented by SMS and WAP service has entered the primary stage.

At present, the mobile data infrastructure network is under construction, the business model of mobile data business operation has not yet been introduced, the speed bottleneck restricting the application of mobile data has not yet been broken, and the application of wireless Internet is still not rich, which means that the mobile data market is not mature. The efforts of mobile operators to expand data services in an all-round way and March into mobile IP are accelerating the start of this market. In the first half of this year, China Mobile Communications Group and China Unicom both launched WAP services. On September 1 1 this year, the first-phase signing ceremony of "CMNET" backbone network covering 3 1 provincial capital cities and providing all-round IP services was held in Beijing, and the basic network of mobile data-mobile Internet was ready. At the same time, WAP platform is also stepping up construction, and SMS platform is becoming more and more mature. Not long ago, China Mobile Communications Group and China Unicom piloted GPRS services in some provinces and cities respectively. It is estimated that GPRS will be commercialized nationwide at the latest by the end of this year and early next year, which means that the speed bottleneck restricting data application will be broken.

All these signs indicate that the development of mobile data services in China has turned a new page. According to the forecast of relevant people, the number of mobile data users in China will reach 800,000 by the end of this year and 43 million in 2004, among which mobile Internet users will account for 30% of the total number of mobile phone users.

2. Prepaid services have developed rapidly.

With the initial formation of the competition pattern in China mobile market this year, the competition among mobile operators in China is becoming increasingly fierce. In the fierce competition, new technology has become the driving force for the development of mobile communication. Driven by this, the business level of the mobile communication market has shown a prosperous scene this year. Especially, the prepaid service based on intelligent network technology has developed rapidly and become a new bright spot.

Since the beginning of this year, the prepaid service based on intelligent network has shown a strong development momentum, which not only makes this service for low-end users a new bright spot in the mobile market, but also makes new services a strong driving force for the growth of mobile users. In the first five months of 2000, the number of "Shenzhouxing" users of China Mobile Communications Group reached 2.7 million. Especially since March 2000, the number of users of Shenzhouxing has increased by leaps and bounds, with more than 2.6 million new users in just three months, with an average increase of nearly one million per month. China Unicom's "Ruyitong" prepaid service also shows a good development momentum.

3. "M-Zone" leads the youth fashion trend.

"M-Zone" is a brand-new brand launched by China Mobile Communication aiming at the life characteristics and consumption habits of young people, and it is the first mobile communication customer brand specially built for young people in China. In the M-Zone, young people can find cool pictures and ringtones, find a lot of novel information, and choose a more free tariff combination. Create modern cultural creativity in the form of innovative SMS packages, build new ways of life communication, and open up new channels for obtaining information. There are several reasons why M-Zone can successfully implement brand management (/Ye Hang /hy353.htm):

(A) China Mobile's current marketing strategy has the following advantages:

1, the marketing strategy is systematic, which is manifested in the strong initiative and continuity of marketing policies and the good balance of marketing policies for different users;

2. Pay more attention to the management of social public relations, and use a lot of gifts to enhance the influence on important party and government organizations, in an effort to form a "demonstration effect" and a "word-of-mouth effect";

3. SMS, M-Zone, wireless Internet access and other new services are highly recognized, and their revenue share also occupies a comparative advantage;

4. With the help of "outside brain" and relying on social consulting institutions and advertisers, improve the level of marketing planning and management;

5. Pay more attention to the collection of market information and the accurate grasp of opponents' situation, increase the investment in internal operation support systems, and provide strong technical support for scientific decision-making;

6. Strive to build a strategic defense system for mid-to high-end customers, and strive to improve the loyalty of mid-to high-end customers through service differentiation.

(B) The shortcomings of China Mobile's marketing strategy are as follows:

1, business promotion is limited by network technical conditions;

2. The measures to retain high-end users deviate more from the communication industry, which is not conducive to the consolidation and development of core competitiveness;

3. I hope to maintain a high profit margin and a good sense of market superiority, which may lead to insufficient preparation for strategic defense measures of other competitors (such as China Unicom);

4. The marketing concept needs to be deepened: the existing marketing concept still has a strong color of "selling", and the characteristics of trade marketing rather than relationship marketing are still outstanding;

5. Marketing objectives need to be refined, and mobile operators still lack clear user positioning or regional positioning; Marketing management, especially strategic market planning, consumer behavior research, channel integration and information system improvement, is still relatively weak, and insufficient attention is paid to post-event analysis and evaluation of promotional activities;

6. The integration of marketing organizations needs to be strengthened, especially the standardization and management of image storefronts in social agency channels;

Thirdly, China Mobile implements new marketing strategies to enhance its core marketing capabilities based on customer capital.

(A) the definition of customer capital and core marketing capabilities

The competition in the communication market looks complicated and tense. In fact, the fundamental goal is to compete for the user market and get more customers. It can be said that implementing the concept of "customer-centered", winning customers and establishing and maintaining customer relationships are the core issues of enterprise development.

"Customer" refers to an individual or organization that purchases products or services. "Customer capital" can be understood as the value of customer relationship, including customer loyalty, goodwill, marketing channels and other commercial assets. When an enterprise obtains superior customer capital than its competitors through long-term operation and accumulation, and can independently and effectively use customer capital to create value, it already has the core marketing ability based on customer capital to a certain extent. However, not all customer capital is an effective part of an enterprise's core marketing ability. According to the relevant theoretical viewpoints of core competence, it must be tested from four aspects, that is, customer capital with value creativity, extensibility, difficult imitation and self-learning habits and its integration are the core marketing competence of enterprises. When an enterprise has the created market and its loyal customers, perfect and materialized channels, and the market resources enjoyed by * * *, then it has the core marketing ability based on customer capital.

(B) Based on customer capital analysis of China Mobile's core marketing capabilities

China Mobile Communications Group was formally established in April 2000. At present, mobile phones, Monternet information value-added services,17950/17951IP phones and other services have been developed. Its core marketing capability based on customer capital is specifically analyzed as follows:

(1) Value Creation: Service and Business Leadership

There are two common methods for enterprises to create markets and gain incremental customer capital, namely "guiding users" and "customer-oriented". "lead user" refers to the manufacturer or user who assumes that a product or service will be popular in the future market, has a strong demand for it now and can benefit from the solution. The "customer-oriented method" is to go beyond the customer's demand orientation. Enterprises in the market economy generally advocate customer demand-oriented production, but many times, the public does not know which new products are feasible. Therefore, the truly outstanding modern enterprises are not asking what products they need, but guiding them to accept new products that conform to market rules. According to the characteristics of mobile communication technology and business development, China Mobile has continuously promoted the practice of creating market value through the analysis of consumer behavior and psychology.

(2) Extensibility: the construction of marketing network

Marketing network is an important resource for enterprises. Enterprises must strengthen the management of marketing channels and networks in order to gradually transform resources into capabilities. Through the selection, encouragement, control, evaluation, dynamic optimization and maintenance of marketing channels and networks, the effective operation and continuous extension of marketing networks are ensured.

(3) Difficult to imitate: win customer loyalty

Through various measures and means, China Mobile actively transforms potential customers into real customers from different angles, and then establishes a long-term good relationship with customers, turning satisfied customers into loyal customers.

A, build excellent corporate culture, and lay the foundation for customer loyalty. The basis of customer loyalty is high-quality customer service, and high-quality customer service is ultimately achieved through the majority of enterprise employees. Therefore, it is possible to achieve customer loyalty by integrating the excellent service to customers into the culture and values of the enterprise, then transforming it into the values recognized by employees, and embodying and spreading it in the service relationship with customers, thus affecting customers.

B, strengthen the quality of software and hardware services. China Mobile attaches great importance to customers' interests and needs, and reduces customers' efforts in time, money and energy by enhancing the value of additional services, so that customers can feel happy and value for money when using China Mobile's services.

C carefully analyze and evaluate the relative market segments, and adopt marketing strategies according to the time and place of competitors, so as to make users feel superior in the comparison with other service providers.

D. In recent years, China Mobile has paid attention to enhancing the brand image of the company and strengthening the positioning of "mobile communication experts", so that more and more users have become loyal supporters of China Mobile brand.

(4) Self-study: * * Enjoy the brand.

Before the telecom split, China Mobile existed as a business department of China Telecom. In the competition with its only competitor, China Unicom, it has always appeared in the background of China Telecom, a leading telecom operator, and is famous for its high network coverage, strong financial strength and many marketing outlets. After the reorganization of telecom, China Mobile inherited most of the customer resources and mobile communication equipment of China Telecom. Relying on the advantages of the original brands, we will continue to innovate and launch business brands such as GSM, Shenzhouxing, Monternet and M-Zone according to customer needs. These old and new service brands rely on each other and promote each other, which makes the position and brand of the leading mobile communication operator thoroughly transformed and creates the core marketing capability of China Mobile based on customer capital.

(C) the implementation of new marketing strategies to enhance the core marketing capabilities based on customer capital

Having long-term loyal customers and complete customer capital is an important foundation for the survival and development of enterprises, especially service enterprises. Any business decision of an enterprise must put the satisfaction of users' needs and the cultivation of customer loyalty in an important position. At present, China Mobile is no longer in a simple expansion and replication stage, but has entered an intensive development stage. Only by implementing appropriate new marketing strategies can we truly enhance our core competitiveness. Therefore, it has become an urgent and important issue to formulate new marketing strategies.

Generally speaking, marketing strategy refers to the specific patterns and characteristics shown by adopting various marketing methods. According to Philip.kolter's marketing theory, the core content of marketing strategy is the so-called 4p (product, price, sales channel and place, promotion). In the eyes of marketing experts, any strategy of an enterprise must be realized through the combination of marketing strategies. ([1], [America] philip kotler: Marketing-Asia Edition)

1, product/service strategy

Product integrity theory holds that a complete product should include three levels: core product, tangible product and additional product. Among them, core products refer to the interests that consumers pursue when buying a certain product, that is, the core needs of customers. Tangible products refer to the form of core products, that is, the image of entities and services provided to the market. Additional products refer to all the additional services and benefits that customers get when they buy tangible products, including providing credit, free delivery, guarantee, installation and after-sales service.

Generally speaking, products compete at three levels at the same time, but in different stages or different market environments, the emphasis will be different. For new products in the market, the competition mainly focuses on the core products, and then with the change of product life cycle, the competition focus will gradually shift to tangible products and additional products. For most consumer goods, in the current market environment where the supply of products generally exceeds demand, the competition of products is basically concentrated on the level of additional products. China Mobile is no exception.

At present, the product/service strategy of China Mobile Communication Company should mainly focus on the SIM card provided to users and all kinds of value-added services it can provide. At the same time, it is necessary to continuously accumulate brand assets and build a strong brand.

In terms of services, we should consider that consumers in China are easily influenced by groups and individuals when spending. Specifically, pay more attention to every marketing activity; Emphasize economy, that is, value for money; Emphasize * * *, that is, crowd preference; Emphasize status, such as the influence of preferences of high-income people; Emphasize face, such as appearance or packaging; The influence of society and family, such as the adverse reaction caused by a bad product, will be more than one consumer, which is likely to be a chain reaction of a large group; There is also a person's age, occupation, personality and so on.

Combined with the above factors, competitors have relative price advantages under the current low consumption level, but China Mobile's high-quality network is not enough to offset its price advantage in attracting low-end users, so it adopts different product and service marketing strategies for different target markets.

Urban market, crowded people, concentrated merchants, strong sense of service and high consumption level. For contracted users, the product marketing strategy of social marketing can be considered, that is, while providing users with basic mobile communication services, mobile communication companies attract other industries and departments to care about consumers' lives, bring them the greatest convenience and benefits, and embody "value for money". In addition, considering China's entry into WTO, with the entry of foreign telecom enterprises, the telecom market will be more intense, and mobile communication companies must now consider taking effective measures, implementing effective social marketing strategies and stabilizing existing users. Specifically, it can be carried out from the following three aspects:

(1) adopt marketing strategy alliance, contact high-end customers such as Carrefour, Ginza, Sanlian and He Jiong, which are closely related to the life of mobile users in society, and jointly carry out alliance interactive activities. As long as they are mobile users, they can enjoy the convenience of high quality and low price (discount) in the alliance store. At the same time, you can also use the monthly bill to provide users with alliance service information once a month.

(2) Establish and carry out user club activities, and regularly carry out various beneficial activities among users. For users with good credit, they can be awarded the title of honorary employee of the mobile company and organize a visit to the mobile communication company to enhance their sense of identity with the company. Carry out activities such as "SMS sending contest", "MMS sending contest", "treasure box design contest" and "M-zone application contest" to attract young users to participate and guide fashion trends. At the same time, actively cooperate with activities to carry out various forms of publicity in order to establish a good corporate image of "value for money, caring for life" among the public.

(3) One-to-one marketing services should be provided to individual big customers and key group customers whose monthly telephone bill exceeds that of 200 yuan, and regular door-to-door visits should be made to recommend new services and provide new preferential tariff policies. So as to establish the feeling of enjoying mobile services in their minds.

Brand is the flag of enterprise. The place where the brand flag is inserted is your territory.

In terms of brand, China Mobile has made a good plan. At present, it has formed three national unified leading product brands, namely "Global Connect", "Shenzhouxing" and "M-Zone", covering high-end users, high-mobility users and potential high-end users with huge income potential. In addition, there are a large number of temporary brands launched for regional markets.

Brand management is a powerful weapon to avoid low-level price competition, a strategic investment for telecom operators in the future and a lasting competitive advantage for enterprises. Choosing brand management will surely give China mobile communication operators the opportunity to win the competition in the communication market. This is because: "products are things produced by factories, and brands are things that consumers want to buy." Products can be imitated by rivals, and brands are unique. Products will soon become obsolete, and successful brands will exist forever if they are properly managed. "Choosing brand management, its connotation lies in the harmonious unity of brand ontology (the expected consumption feeling of enterprises) and brand image (the actual feeling of consumers). The brand noumenon comes from the enterprise's commitment to the brand, and the brand image comes from the consumer's experience of the brand. Brand management is to let consumers get a good brand experience through the excellent brand promise of enterprises, so as to make enterprises and their products become well-known brands in consumers' minds. The relationship between brand ontology and brand image is shown in the following figure:

Connotation of brand management

To sum up, I think China Mobile should continue to take the road of brand management, strive to reduce the marketing costs of enterprises, win the loyalty of users, and let enterprises easily cope with market competition. For China Mobile's new "M-Zone", we should continue to establish a clear brand positioning, carry out strong marketing communication and expand the reputation among young people.

2. Price strategy

Enterprise goal is the logical starting point of enterprise price strategy. When setting the price, an enterprise must first know what it wants to achieve from a specific product. The clearer the enterprise goal, the easier it is to price. The basic goal of an enterprise is to survive, maximize current profits, maximize current income, maximize sales growth rate, maximize market share, maximize market profits, and create high-quality reputation.

However, in the current telecom market, due to the lack of market maturity, unclear corporate objectives and chaotic pricing, China telecom industry is entering a state of vicious competition and poor supervision. Vicious competition continues, and price game, as a lower level, has always been the main means for merchants to participate in market competition. The unlimited expansion of VPN network in the mobile market, the continuous introduction of tariff packages and independent packages, and the "diving" discount of IP cards all belong to this kind of competition. The price strategies of major enterprises are all around various disguised price reductions, and the biggest feature of this price war is the bloody battle of market participants, and the result can only be "killing one thousand and losing 800", which is extremely harmful to the country, enterprises and industries.

Experts pointed out that the essence of vicious competition such as price war is actually caused by non-cooperative competition of zero-sum game between operators. The zero-sum game relationship makes operators attack each other until both sides fall into the "prisoner" dilemma. Therefore, it can be said that cooperative competition is the only way for the telecommunications industry to get out of the quagmire of vicious competition.

As the big brother of telecom industry, China Mobile Company should bravely jump out of this vicious competition cycle and fully realize that the purpose of competition is to promote common development, not to die. Do not advocate vicious competition, do not advocate reality.

Drive down the price to gain market share. It is necessary to formulate appropriate pricing strategies and pay attention to effective development. For the company's three major brands, we can adopt a distinct "price discrimination" strategy, that is, we can formulate different tariff adjustment policies for customers with different phone bills, and all price strategies should focus on effective development. Details are as follows:

(1) For "GSM" users, the "package" is mainly used for concessions, and different rates are set according to the contributions of GSM users;

(2) For the "Shenzhouxing" users, the "family number" method is mainly adopted, and the local price is moderately reduced;

(3) Implementing new business bundling strategy for users in "M-Zone" to improve customer use value;

(4) For regional users, the service restriction function is implemented to restrict middle and high-end users from transferring to the network.

3. Distribution channel strategy

Generally speaking, the sales channel strategy should solve the following problems:

(1) Dealer selection and channel series. The choice of dealers is not only related to product characteristics and production strength, but also related to consumers' consumption characteristics and market environment. Manufacturers should fully consider this situation.

(2) Service level and service content of the channel. After the dealer is selected, the service content should be determined. The service content mainly includes providing pre-sales information, consumers' choice of products in the sales process, and assisting consumers to complete transactions and after-sales service consultation.

(3) the management and control of channels, and the support of manufacturers to distributors.

Among them, I think there are two main aspects, one is the choice of dealers; The second is the control and management of sales channels. In the choice of dealers, China Mobile should rely extensively on three modes: self-operated business hall, social channel cooperation and one-on-one operation by account managers to develop new users and maintain old users. On the one hand, relying on its own channels left over from the original posts and telecommunications, it strives to play its sales function and demonstration function, and at the same time increases its investment in its own channels, reflecting its strategic pursuit of leading services; On the other hand, actively develop social distribution channels and extend product coverage and market control.

In the management of social channels, the implementation of "100 stores" unified CI activities. China Mobile Communication Company implements a diversified distribution channel strategy based on mobile business hall, and its sales outlets are mainly communication stores. It is suggested that the unified CI activity of "100 stores" can be carried out in the future, that is, all sales outlets of China Mobile Communication Company must have a unified image and truly achieve "reasonable layout and no dead ends".

China Mobile should seize the characteristics that retailers pay attention to circulation, stimulate the final market with differentiated regional products, and then start the enthusiasm of channels. Gradually improve the quantity and quality of its own channels, which is in line with the overall situation of being on the defensive. At the same time, continue to build exclusive business halls. Can take the form of self-employment, joint venture, etc. , to create an exclusive business hall. When China Unicom's CDMA network was promoted in Guangdong, due to the way of increasing agent commission, mobile agents defected in a large area, which caused huge losses to Guangdong Mobile. In order to avoid the recurrence of this situation, China Mobile Communication Company should also strengthen the construction of exclusive self-management institutions to achieve effective control of sales channels.

4. Promotion strategy

The so-called promotion strategy refers to the activities that point to consumers or sales channels to convey and publicize the existence, characteristics and advantages of enterprises, brands and commodities in order to arouse demand and create and maintain their image. Specifically, it is a combination of public relations, advertising, promotion and promotion.

As stated in the pricing situation, the price lever, which is usually the main promotion method, is forbidden to China Mobile Communication Company. In order to attract customers and increase market share, China Mobile Communication Company secretly adopts various promotion methods, such as price reduction, discount, preferential treatment, free or preferential provision of other related services, etc. Especially in southern provinces such as Guangdong, where the market competition environment is fierce, it has quite obvious promotion effect. However, after all, these methods violate the existing relevant laws and regulations, so they cannot be publicized and advertised in a big way, and in some areas they have also been punished by local industry authorities.

At present, China Mobile Communication Company's legal promotion means is mainly advertising, and has invested a lot of money in various newspapers, television, internet and other media for large-scale advertising, which has achieved good results. The company's advertisers focus on corporate image advertising, paying attention to the good image of service quality, social welfare and other aspects, in order to win the recognition and support of users and the public. In addition, it is suggested that China Mobile adopt various forms such as light box advertisement and street sign advertisement to enhance the public's impression and recognition. At the same time, in various financial and IT professional magazines, mobile companies should further increase their advertising investment.

conclusion

China mobile communication should strengthen its confidence, continue to give play to its advantages in terms of customers, brands and economic scale, and improve its innovation level; Continue to adhere to the idea of "reform in development, develop in reform", analyze the market environment in detail, make use of favorable conditions, determine the best marketing strategy, and enhance the core marketing ability based on customer capital, so as to meet the more intense competition in the communication market in the future, improve the comprehensive competitiveness of China mobile communication and ensure the sustained and healthy development of enterprises in the future. We believe that as long as China Mobile Communication Company adheres to and maintains its deep-seated service and business leading position, its high-quality image will surely win the trust of the market.

References:

China network marketing network www.netwin123.com.