Mobile operators marketing management.doc

 PAGE \* MERGEFORMAT 8 Mobile operator’s marketing management The following are talking about a mobile operator in South China’s a case of failure of outdoor promotional activities. China Mobile, the cause of the South as a pioneer and developed areas, I believe this case the experiences and lessons for other operators with the general guidance and reference value. 1, activity profile 1, activities, background a.2001 year July 1, the 80th anniversary; b. Ministry of Information Industry to remove the fixed telephone and mobile phone network charges an initial installation fee; c. The company’s subscribers exceeded 3 million. 2, activity purpose (in accordance with its plan a description of the book) a. old customers by giving preferential treatment to increase the old customer satisfaction and loyalty, retain customers; b. the promotion of new network customers increase. 3, a means to a. to take this golden opportunity to use the two-day July 1,2, the most prosperous in the city’s outdoor plaza outdoor promotional activities; b. The fee for large-scale publicity (2 days total cost to the radio, television, newspapers and promotional costs 46 million); c. the length of time according to the net to the corresponding mobile phone customers to purchase subsidies, from the 880, 640 yuan, 400 yuan to 240 yuan a total of four grades, each grade of open-ended, respectively 100, 600, 1200 and open - ; d. according to their outreach, to enjoy the preferential way of subsidy: the old customers to buy cell phone machine on-site price of 640 yuan respectively concessions, 400 yuan, 160 yuan and 0 yuan, also presented a GSM number, already contains 240 yuan calls, presented in 12 months. (But omitted donated 240 yuan GSM number one prerequisite: You must pre-paid 200 yuan phone) 4, activity of the full profiles Jointly organized by the marketing center to promote a few people appointed on an interim director while a member from the group general activities