ZTE CS Competition Push 3G Marketing

ZTE CS Competition Push 3G Marketing

This year is China's 3G years, the manufacturers actively invest a lot of money and technology, in order to win the first batch of 3G profit results. With the telecommunications to take over the CDMA network, mobile TD-SCDMA wide coverage and unicom WCDMA formal commercial, 3G in most major cities in the day-to-day use of the conditions, but 2G dominated by the form in a short period of time difficult to break. How to train consumers to accept 3G voluntarily becomes an urgent problem to be solved. Recently, a domestic communications equipment manufacturers held a "CS challenge", from a new perspective into the market, 3G Marketing provides a universal enlightenment.

The future is considerable, 3G everyone will fight

Although it has not yet realized the full profit of 3G, but many long business is optimistic about its application prospects. China Mobile has been 37 to share with partners to push 3G reader, and in September released the TD network based 3G mobile phone OPhone series. China Telecom took over the CDMA network in July, launched the 3G thousand-yuan mobile phone for the general public. China Unicom WCDMA Network in October to achieve a formal business, the iphone listed to borrow Apple's temperature to shake the hearts of the public.

Major terminal manufacturers are no exception, Samsung, Acer and other international well-known manufacturers are looking for partners to develop a variety of standard netbook. and mobile phone, Internet card and other communication equipment manufacturers are also actively studying the market-oriented, the introduction of their own "star products", to develop appropriate marketing strategy. Local enterprises are actively seeking the road, in the 3G era and the "world to keep pace" to enter the international arena.

3G brings countless businesses a big dream, but the market is far from enough. China Mobile has only 1.327 million users by the end of August and is far from the end of the 3 million target. China Telecom has made significant adjustments in tariffs, the effect is not clear, and the Chinese unicom iphone program has just begun. At the same time, how to take effective measures to promote 3G marketing has become a common problem faced by many manufacturers in the network construction, terminal equipment, application and tariff standards gradually improve.

3.0 Times of Marketing

Web2.0 prosperity, so that consumers into the media integration era, the audience access to a large amount of information, attention gradually dispersed, they mastered the initiative of information search, with nothing to do with their attention, will sadly fade out of sight. The dissemination of marketing information is no longer as simple as ever to the pursuit of consumer information indoctrination, but the media innovation, content innovation, communication mode of innovation to awaken the target audience's active attention, continuous click. Compared with mass marketing as the core of the Marketing1.0 era, focusing on marketing as the core of the Marketing2.0 era, this new wave of marketing communications called "Creative marketing Communication", that is, the Marketing3.0 era.

Happily, Chinese consumers are becoming more receptive to new things. This year "11" Golden Week to a certain extent affirmed the performance of the 3G market, according to statistics, the national day has been 800,000 people with 3G mobile phones through online video to watch the parade; a mobile phone chain enterprise data show, in the "11" Golden Week, 3G mobile phone sales growth over 150%, to achieve this year 3G handset sales peak.

At present, 3G Network has covered most of China's major cities, especially in Beijing, Shanghai, Guangzhou, users have no technical restrictions on the use of 3G. But the beginning of everything is difficult, consumers can not immediately divert attention. Finding an entry point between the consumer's point of interest and the end product does not seem to be very easy.

CS Electronic Athletics, initiates the active dissemination

In September this year, ZTE, the Chinese local communications manufacturer, launched the "ZTE Unicom Cup CS Electronic Competition Challenge", the main purpose is to promote a built-in Internet card MF637. From September 12 to 27th, competition in Beijing, Shanghai, Guangzhou, three places, to attract the public category, life, digital and other media, Beijing, Shanghai, a total of 33 media participated in the CS contest scene activities, SNS and BBS space a large number of players on the schedule of the spontaneous transfer, the response is enthusiastic. The following author will analyze the whole case from the angle of marketing 3.0 times.

First, ZTE and Unicom, the organizers, accurately identified the consumers and found an emotional connection with them. CS Game Clan is the core group that the network uses, the player will web2.0 introduce mature, today's they still have extremely high enthusiasm to the new thing. Due to the traditional gaming environment (usually the Internet café or indoor) air quality and space limitations, players are eager for a free, anywhere in the game. A player said: "Use 3G to play CS is a very innovative attempt, and the traditional Internet café mode is different, feel more fresh, free, fashion." "Online gamers are also demanding for 3G product quality, especially transmission quality and product performance." They are the 3G field of opinion leaders, their word-of-mouth evaluation will spread across various channels to affect the majority of players and the public. CS Idol player Bigun and Rap are invited to participate, as the fashion and gaming industry, "double" opinion leaders, their appearance will be the whole scene to mobilize the atmosphere, products, contestants and the emotional contact of the audience naturally established.

Secondly, the active use of the network community with the traditional media dissemination. As CS gamers have a lot of time to stay in the network world, in the traditional media to the contest information Active report, CS fans began the SNS website on the game information sharing process. After the race survey, in the challenge of the whole, from the Baidu Bar, poster community, cool 6 video and other community sites and search the website of the Netizen to share the activity information reproduced. The information publisher has the activity host, the scene audience, the game player and so on, the sharing content includes the scene photograph, the trailer video as well as the personal experience text. As a kind of daily entertainment, the player's spontaneous sharing contributes to the communication of the information layer and forms the interactive effect of "Interaction + Word-of-mouth". Users spontaneously spread the line to reach the bottom of the stereo communication platform, to maintain the continuous heat of the whole event.

Finally, terminal operators, operators, fashion people, game players and the audience to participate in, conducive to face-to-face with consumers in the process of enhancing brand influence. The competition is jointly organized by ZTE and China Unicom, and the two sides will enhance the cooperation and bring the 3G to the consumers. The organizers learned that the network in Shanghai and Guangzhou were very satisfactory in terms of speed and stability, while the Beijing signal was slightly weaker but could still be played. This conclusion provides a reliable reference for operators in network construction and maintenance work. For the built-in module provider ZTE, the smooth gaming experience is the best affirmation of its products. In other words, the smooth conduct of the event, so that consumers on the 3G more practical understanding, and the fact that the promotion of trust. Whether consumers remember products or not, they are bound to include 3G in the topic of concern, which will be the potential of the 3G market.

The CS electronic competition has synthesized the content and the dissemination way innovation, uses the traditional media, the interactive media and the word-of-mouth dissemination. Game players "preemptive" to the new technology, forming a positive emotional experience, thus sending information to a wide range of relational networks.

In the case of 3G slow heating, pioneering unimpressed is an industry problem, not only the game, more interesting and the type of topic can be for manufacturers to try. Through the combination of 3G industry manufacturers, 3G Marketing will also open a big era of integration, consumer participation will help determine the direction of the development of goods and services.