Two key points - the activities undertaken and the media
Is the continuation of the activities carried out "three axes" mode "set Award" and "doing activities", draw or reward, or should have, or have small activities. The one hand, an operator, said that efforts to promote and co-ordination mass; the other hand, is on user feedback, closer to users and operators and the distance between the SP, allowing users to really feel the SP user responsible attitude.
"The media cooperation" is an extension of marketing, allowing users to better access to the full SMS product information, whether the development of the brand or the user can play a positive role. Usually in the form of the following:
A. With a television media all-round cooperation. Such as Shenzhen, China Activity Flying the supernatural and the cooperation of Phoenix, informed the co-operation with Star TV. SP for the television media and SMS text messaging Te Fuhao terminal interface, or each of the programs designed for the TV quiz for presenters or tell you to send the answer in the closing credits awards; or participate in one of the programming, participatory design specific messages . SP and TV media 55 into the information charges.
B. Radio stations around the city with the cooperation. Such as Guangdong, Hong-Yee Chong with 95 or cities with a lot of radio stations cooperation. SP provided for radio and SMS text messaging Te Fuhao terminal interface, and participate in program design and production, attention to program interaction with the audience, and audience participation through SMS programs. SP and the radio 55 into the information charges.
C. Cooperation with a newspaper or magazine. Cooperation is a quiz over the content or news custom, some newspaper or magazine's own Te Fuhao, only cooperation with the CP; some do not, cooperate with the SP, and SP 55 are divided into information on fees.
D. Give money to play soft advertising. Whether it is television, newspapers, radio, SP paid advertising, but advertising is not hard, but the combination of SP's requirements to participate in the program design or performance text links to ads. For example, a SP with the "Hunan TV" and "Happy Camp" co-operation, in 45 minutes of "Happy Camp" program, offering 10-minute message link, the link content is to invite three men and a female interpretation of a text message Food of Love Story the story to them through SP's "SMS food of love" to know each other then fell in love, but met each other Quemei, in the end, what is the mind of him? Through a series of live shows three boys performing the test, so that the final judge girls "who the real thing," program fun, exciting performances, jokes constantly, to impress the audience. Brand messaging program to SP standard board as the background, and appear in the lower right corner of television screen rotation Standard: Mobile users send to ××××, Unicom × × × × × × × from users to ××××, program support informed participation by the people the way: mobile users send to ××××, Unicom × × × × × × × from users to ××××, ending after the end of the last program sponsored by SP appears in the name and the "mobile users send × × × to ××××, Unicom fat × × × × to ××××" this language. After the program to move its own mass or bulk, to meet, send the word: He wanted to Xiang Ling to meet? Fat Fat mobile users to ××××, Unicom × × × × × × × from users to ××××, the opportunity to participate in Hunan Satellite TV "Happy Camp" on-site programs. Programs each have 30 seats. Cost is more than 80 thousand dollars each, but the period of mass growth for more than 40,000 users had immediately recovered the cost.
Currently working with the media into the A, B, C approach has no room, because the media can work together some SP which has been largely cooperative. Now the general operation is the fourth way that D.
Therefore, "one center, two points," a combination of boxing-style marketing can be revealed in the D form.
3.1.3 "Winning here" mode
Location is the key to WAP service visits. As the current WAP browsing, slow steps, and information less, the user access to fewer channels for product information, and also develop a WAP access to the Internet browsing habits, to have patience to see the product is located in the "Monternet" menu behind Several of the products before. From the current from the MMS, WAP business income, such as air before a few of the SP network linkage Navier so, because the earlier focus on the MMS and WAP services, whether products or customer service are doing relatively in place, get the support and the mobile with, their products are listed on the menu, the sub-columns to the front, which also confirm the current WAP Mobile business promotion is more control of the WAP service and support, winning position.
3.1.4 Communication Mode website
Most business users of WAP users is that, due to lack of information WAP interface, making its own WAP site published a very important business. Three portals use its own resources, competition in the WAP opportunities to win. And professional network of SP, such as air, linkage Navier, early focus on the WAP service, accumulated a good effect and brand effect of the market, but also makes the visibility of their website to follow up, which in turn stimulate the WAP user's understanding of and interest in their products improve access to WAP content, win the brand.
3.2 The nature of regression Marketing
SMS market reached maturity, the user growth stagnating, market the microscopic improvement in the intensified supervision of operators, mass of resources is difficult to fight, mass effect gradually lower, the signal emerging market crisis, all suffocating. Is SP can not survive it? Is no way to save it? Is the "three axes" and "one center, two key" is already running out of tricks yet? SMS market has matured to an inexorable decline is gradually being replaced by MMS is also a necessity and the law of the market, and irreversible. However, SP still has a living space, there is still room for development, but this space is a relative; "three axes" and "one center, two points," there is still room for play and results, but to more good use. At this time, the market awareness and operational, need calm, professional and intensity of need, which all must return to nature of marketing.
3.2.1 Market Segmentation
The first is market segmentation. With the market matures, SP direction of development will inevitably becoming more separate, or is large and if the three big portals and professional SP; either a fine and special co-operation with traditional media such as SP or thematic sites such as the Chinese body SP . The more mature markets, market more detailed breakdown of the more inevitable. A mature market does not mean all of the market space have been filled, contrary to the more mature markets the more exposed parts of the market blank, like a blank white paper, the more the more the black coating of large chunks blank see some or the more obvious gaps.
SMS function
Generally located in the entertainment and information features, from text chat, games, user ratio is 57.1%, followed by jokes, humor and other entertainment information (44.6%), again the news, and financial and other information (25.3%) and cell phone images ringtones Download (19.8%), answer the other play games, scenarios games accounted for 15.5% of this group of data, text, or more entertainment functions are defined, its target groups, is between 18 to 28 years old the younger age groups, to receive a high degree of degree of re-use, the base, the market share of large contributions to the value of big. However, between 29 ~ 39-year-old relative older groups, is a marginalized target groups, receiving high, use a small base, market share is small, but the ability to bear the price sensitivity is low, the potential value of large contributions . Such a star-type market is still a lack of attractive enough product, so the main right products, even high-end price of 20 / month can move them, this market is not the same as the ice can not open, but the lack of weapon . And this tool is the SP must be well-built high-end products.
3.2.2 Content is King
Users can finally leave, ultimately depends on the content. Content is king in the era of a really arrived, though a lot of SP are aware of this before, but then the market growing, users are increasing, income up, the mass casual users will be able to see the straight line increased. SP more focus on market promotion and bulk of the fighting, while ignoring the product itself. And so ultimately improve the level of competition to the content of competition, people are just exclaimed: "content is king" really came, but it was too late, the user in the loss of market decline.
The so-called non-professional watch the fun, professional and subtle. Some products look fresh, but also cater to the tastes of young, but a closer look at the product highlights of the performance, implementation process, function setting, information updates, content extension will find a lot of problems. And similar products of me-too serious matter, said that whether the product is based on single-user habits and use of psychology to design, whether the logic is reasonable, if simple and so was enough for SP shame. Even now, can not be perfect place? Do not Take a professional attitude? Early as the market can be difficult to empty racking our brains as irresponsible it?
If it still true, then it save the.
3.2.3 Smart and specifications
Smart and norms, is a relatively, reflected in the different marketing side. Standardized management and agile operation, the two are not contradictory, not the relationship between water and fire, but for different marketing strategies embodied in different surfaces. Business is a rules-based market, to act in accordance with the laws of the market, the emphasis is on holistic and systemic, as the external structure of a house immutable; and operation is a random event handling, attention to flexibility such as house renovation, you can change at any time according to local conditions but not obstruction overall appearance.
SP is to pay attention to standardize their operations and dexterous manipulation, on the one hand to follow China Mobile SP SP operating norms and regulations, the user is responsible for product design to do well, technology to do a good job, good customer service to promote the program to do Well, do not deceive the user, not to mislead users, allowing users to clearly and simply customized or on-demand, clearly and simply billing and cancellation, which are standardized operation; the other hand, products can not be better? Mass is not possible to do better? Customer Service is not can do better? Promotion operation is not possible to do more mobile? Market reaction is more rapid than can be done? Deal with the relationship with the operator and maintenance is not more flexible, more its capability? These are the flexible operation.
If the SP can be a thorough understanding of their relationship, a deep, able to work well with both, there is no reason why the market can not do a good job, even if the face has entered a mature market, as long as better than others, first fallen certainly not their own.
3.2.4 Innovation and destruction
No highlights, no innovation, only destruction. Market competition has always been cruel, either lead or been eliminated. Linger's demise is only a matter of time, not work hard to survive and develop, just stiff in the dying. A crisis in this market when the "indifference" and "numb dull" is dangerous. Only passion and innovation to the industry in the crisis-ridden see a ray of hope, leaving a place.