Analysis of business marketing strategy of "seven tone tones"

Strategy

The 2005 ring tone Market in China will enter a mature period, the conservative estimate will be 20% of the telephone users will become the ringtone users, this part of the user will be in the equipment manufacturing, content and service areas to generate tens of billions of of the market demand. "Seven tones" is China Telecom's ring tone business of the unified brand, the business has a mature market environment and clear profit model, to improve the fixed network and PHS ARPU value, increase product stickiness has a good role in promoting.

Product SWOT Analysis
The advantages of China Telecom development Seven tone music business has a synchronous oriented provincial PHS and fixed telephone open business unique advantages, and a large number of users of the development of the basis also predicts business "seven tones tone" business has a good income to improve the space.

Disadvantage one is the business start late, user penetration rate is low. Second, the platform function is not perfect, fixed network ring tone is more complex than mobile network, telecom color service operation experience to be accumulated, and content providers, platform providers have yet to be running-in.

Opportunity competitors of the first two years of market preheating, so that the ring tone market awareness is very high, telecom into the market without spending a lot of publicity costs, take the market follower strategy, rapid aggregation of users, and for the future 3G business development lay the foundation.

Challenges Mobile, Unicom company value-added business operating mechanism flexible, strong momentum of development, customer-oriented brand strategy results, it can move the advantages of SMS business to the color ring business.

At the same time, a considerable part of the user or PHS as the low-end of the call tool, the price sensitivity is high, the demand for including ring tones are relatively weak.

Target User Market Analysis individual user market 18-28-year-old fashion young people are seven tones of the focus of the target users, is seven tones of the first experience, the disseminator.

They have the following common characteristics:

(1), full of creativity and independence, like new fashion things and willing to try;

(2), most are enthusiastic consumers of fashion supplies;

(3), the consumption of the emphasis on emotional, emotional satisfaction;

(4), with a certain purchasing power, and has a strong impact on the ability of others; This group is mainly focused on college students, young people who have just entered the work group, and white-collar companies. These users value can highlight their unconventional characteristics of services, seven tone service use of the loyalty is quite high, telecom in recent years to strive for the main customer base.

Therefore, for individual users, seven tones of the marketing appeal point should be put on the new and fashionable bell tone. Enterprise User Market Business "seven tones tone" user demand characteristics and market opportunities are as follows:

(1), the enterprise pays more and more attention to the brand propaganda and the customer service, the seven tones tone low cost propaganda can help the enterprise to display the product, manifests the enterprise image and the customer concern;

(2) Government departments pay more and more attention to establish their own image. Communication products that can help them improve their image and value quickly and conveniently are becoming a must for government departments.

Marketing 4P Strategy analysis product variety rich, updated timely, the production of excellent bell-tone content, is to attract users to use seven tones tone business and increase loyalty to the premise.

At present, China Telecom seven tones of the product strategy is as follows:

(1) combined with market research and user data analysis, to find out the central customers, potential customers and their consumption characteristics, targeted at the characteristics of these customers to provide a ring tone;

(2) To strengthen the management of copyright products, through the standard pricing, Bell sound quality, classification and other elements, control the SP upload the bell tone of the overall level, to avoid excessive homogeneity;

(3) Development of the occasional, funny, blessing, star Voice, dialect, group bells and other original content products, (4) to promote the depth of the content of the Bell Sound development, rich with characteristics of the music box monthly products;

(5) Appropriate user needs, the user can perceive the quality of service as the starting point, and continuously refine and improve the IVR guide, seven tones of tone website, SMS push function.

Channel current competitor provides the color ring service processing channel to cover the text message, IVR, website, Business Hall and several other ways, these several ways China Telecom has (or will) be able to provide, the next step in the construction of the channel is to highlight the channel's active marketing function: On the one hand, through the phone call, SMS Push, To provide artificial platform for song-changing function, to increase the convenience of users, on the other hand, to adapt to the characteristics of the channel, as soon as possible to establish individual color ring market and group tone Market marketing support system, as well as the necessary marketing arrangements and promotional cost support.

Phased promotion and activity strategy

2005 is the first year of the seven tones of China Telecom, at the same time, is in the fierce competition in the market bigger, stronger key one year.

Recommendation Seven Ring tone voice business is divided into three stages to promote: Market development stage Objective: market cultivation and exploitation, attract users to focus on and trial products.

Methods: Advertising, distribution of promotional materials, mass message, voice outbound, online promotional activities.

Market development stage Objective: to accumulate relatively stable old users, expand the number of new users.

Mode: Advertising, offline activities, distribution of promotional materials, mass message, voice outbound.

Market development Phase Objective: To maintain the product publicity exposure rate, stable with a considerable number of users.

Mode: Media advertising, search for new cooperation resources, and constantly update the seven tones of sound content, mass message, voice outbound.

The specific means of promotion are as follows:

Integrated Marketing: Take the bell sound content as the cut-in point, integrate IVR (refers to 118100) the list function, the website recommendation, the short message pushes and so on service means, increases the user experience, facilitates the user customization, by the cross sale to drive the business development.

Combination Marketing: On the basis of the bell-tone single, the introduction of the bell-Tone monthly, bell-tone box a variety of ring-tone combination mode.

Holiday Marketing: Use each festival time as the seven ring tones to promote the hot spot, carry out theme marketing.

Event Marketing: The joint content provider, using its star resources and combined with singer Hair, ground club and other star events to carry out seven ring tone promotion activities, encourage users to change the seven tones.

Experiential Marketing: For example, combined with SP joint promotion through a variety of online or ground activities, occasion propaganda seven ring tone business, and constantly improve the user's seven tones tone brand loyalty and viscosity in the net.

Channel development: In Radio, campus, website and other channels to promote the basis of practice, the United SP continue to open up new channels, KTV, cinemas and other entertainment and fashion venues will become a new channel.

Campus push: With this year's SMS "theme marketing Month" activities combined to carry out seven ring Tone campus tour activities, posters, the opportunity to promote, vigorously develop students this potential market.