摘 要
I
A 公司无线营销策略研究
摘 要
全球移动通信市场已全面进入 3G 时代，各种基于 3G 网络的新业务层出不穷，无
线营销被业界看成极具潜力的新兴市场。利用手机进行商业信息精确投放，是企业开
展“定向营销”的最佳选择。企业可以轻松地从 5 亿手机用户中准确的找到自己的目
标客户。再根据企业的需求以及目标客户的特性，综合利用各种技术手段，向目标客
户提供“量身定做”的资讯和信息。从而为企业节省大量的营销成本，提高营销的精
确性、有效性，为企业创造更大的价值。本论文研究的目的和意义是在无线营销的发
展和成长中，引入市场营销理论，对无线营销产品和市场进行定位和细分；具体研究
过程是：第一步：通过阅读大量文献和市场数据调查总结我国无线营销市场发展的情
况和使用的发展理论，对 A 公司进行实际调查，分析无线营销中存在的问题；第二步：
对品牌客户进行问卷调查，分析他们对无线营销的需求，经过问卷调查得知无线营销
中最重视的特征是：精准定向、高服务质量、全面的功能扶持等。结合利益细分原理
将我国无线营销市场进行分类，共分为四类：市场领先型、跟进尝试型、追求完美型
和保守谨慎型。然后对 A 公司进行吸引力分析，结果可知公司应该选择追求完美型和
市场领先型这两种细分市场。第三步：跟进 A 公司无线营销中存在的实际问题，进行
广告精准定向改革和产品集成度完善，同时对公司的销售力量进行相应调整，推出用
户行为分析服务的手段。本课题的研究目的就是通过实际调研，提出解决 A 公司无线
营销中存在的问题，帮助 A 公司进行细分市场，同时根据 A 公司发展的情况和存在的
实际问题，提出合理的营销方案，最终提高公司在同行中的竞争水平，该课题具有实
际指导价值和实用意义
关键词：
无线营销，营销现状，存在问题，SWOTAbstract
III
Research on Mobile Marketing Strategy
---Taken A Company as Example
Abstract
With 3G's upcoming in global marketing, kinds of new applications based on 3G
network emerge in endless. Wireless marketing is considered as the most potential new
market. Using mobile telephone to deliver commercial information is the best choice for
companies to develop beamed Companies can find their target clients from five million
people accwately and easily According to the company's demand and its clients' speciality,
the company can make use of many kinds of technologies to supply its clients with
commercial information according to actual circumstances. It can reduce a great deal of
marketing costs and raise the accuracy and validity. So the companies gain more values.
This thesis analyzed the segmentation and positioning in the mobile marketing market
by leveraging marketing theory. It analyzed the current development in both practice and
theory of mobile marketing in China, and the existing problems in Company A as a mobile
marketing service provider. Then the thesis analyzed the brands requirement in mobile
marketing through survey. The finding is that the most recognized features are accurate
targeting, full-function, creativity, service, customer behavior analysis, price and wide media
coverage. Then it worked out 4 segment group based on interests: market leader, perfect
oriented, tries and conservative. And Company A should target in the first 2 segments. The
thesis suggested that Company A should position its product as accurate targeting, first-class
service, full functions and high creativity. Lastly the thesis proposed the solutions to the
problems including improving products integration and accurate targeting capability,
launching customer behavior analysis service and strengthening sales force. The result is
helpful for Company A to find the target segment market and make more accurate marketing
strategy and R&D strategy. It has the practical meaning for Company A to pursue a better
competitive position in the mobile marketing service market.
Keywords:
Mobile Marketing, Marketing Current Situation, Marketing Problem, SWOT