梦天游公司手机增值业务营销策略研究-工商管理专业毕业论文.docxVIP

ABSTRACTLast ABSTRACT Last few years our country local message market develops rapidly， which brings much income for China Mobile．A large number of SP (service providers)Companies also benefited from it，and ME TO YOU Company also achieved a great Success．But at present，the marketing environment change and intense market competition， as well as the consolidation of SP industry exectued by Ministry of Information Industry and operators set a higer demand for Me To You company．Now ME TO YOU company is committed to develop more personalized and interesting value added service products．However，due to lack of their marketing acess，their products and services Call only be sold and spreaded through the unified channels by operators．Thus， SP applications and contents in Me To You company will lose their brand personality． This paper uses the 4P’s marketing management basic theoretical framework to carry out more comprehensive overall analysis on the Chinese message market．The analysis of the marketing environment mainly from macro view of local economic environment，technique level and ME TO YOU company oneself resources were expounded． Market need and market poskion， expecially for consumers’purchase motivation were also analyzed．Through the above analysis and demonstration，this paper figure that ME TO YOU company mobile value added service marketing should take professional， brand， industrial chain integration and flexible pricing mechanism，targeted promotion and other marketing strategies to seek business for the long term development． KEYWORDS M[E TO YOU Company，SP，mobile value added service，marketing strategy 原创性声明本人声明，所呈交的学位论文是本人在导师指导下进行的研究 原创性声明 本人声明，所呈交的学位论文是本人在导师指导下进行的研究 工作及取得的研究成果。尽我所知，除了论文中特别加以标注和致谢 的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不 包含为获得中南大学或其他单位的学位或证书而使用过的材料。与我 共同工作的同志对本研究所作的贡献均已在论文中作了明确的说明。 储躲肇}嘲粤年厶望日 关于学位论文使用授权说明 本人了解中南大学有关保留、使用学位论文的规定，即：学校有 权保留学位论文，允许学位论文被查阅和借阅；学校可以公布学位论 文的全部或部分内容，可以采用复印、缩印或其它手段保存学位论文； 学校可根据国家或湖南省有关部门规定送交学位论文。 作者签名： 导师签名≥垒垒堑签日期：鱼2年上月笪日 硕士学位论文 硕