Original source: http://www.sp-forum.org/old/list.asp? Id = 2856
In 2000, China Mobile broke the grades of telecom marketing model, launched the "Mobile Dream Network" entrepreneurship plan, proposing the "open, cooperative, win-win" mobile Internet industry chain. In the past three years, the light of the mobile dream network is getting more and more dazzling. The industrial chain and revenue model created is increasingly mature, and "Mobile Dream Network" has also become a general title in China's mobile data business. Through the mobile dream network, China Mobile has taken out the carrier's own set, the traditional definition and development ideas of their own benefits, "open, cooperative, win-win" principle, drive a repositioning integration of the value chain New, huge industries. The mobile dream network platform is like a big supermarket, which is filled with various features "goods" required to mobile users in this "supermarket". Under the principle of mobile dream network "win-win, win-win", China Mobile's position is "mobile portal provider network operator", other "link" by app developers, mobile phone manufacturers, content providers, Customers, all parties are a very important ring in the value chain, they can find their location and profit opportunities: network operators provide access platform and information channels; mobile phone manufacturers produce mobile phones; service providers provide Value information and application; users receive "one-stop" service. The business model of division of labor, the interest shared, and the potential of mobile phone partners is used to the extreme. The biggest feature of "Mobile Network" is to fully integrate resources, pay attention to development content and application services. The mobile dream network not only first effectively serially connected from terminal vendors, application software providers, service providers to the industry chain upstream and downstream links of mobile phone customers, and approved by the industrial chain to all of the industry chain Participants are coupled to a close interest community.
When the mobile dream network came out, it was issued a "mobile dream network entrepreneurship plan", which established an entrepreneurial platform. Under the banner of unified brands, unified policies, unified technologies, unified services, encourage SP to provide diverse content services on the platform. The mobile dream network not only provides a variety of access methods for SP, but also provides circuit rental, collection costs, brand publicity and other services, and is targeted, upgraded and perfecting the billing system with "one point access, all-network service". The interests of partners. With the mobile phone to become the best payment tool and can carry financial, entertainment, business, China Mobile also introduces partners in financial, media, catering, entertainment and circulation and other industries. The chain is further diversified, and the personal application and industry applications that promote the mobile dream network are more in line with the products and services of customer needs.
The mobile dream network has entered the development of the Internet and mobile communications into a new realm. The Internet is mobility, more interactive, and the application of mobile communication is wider, and it is closely related to life. The dream network platform is like an increased value-added business incubator, continuously spawning text messages, mobile games, location services, mobile QQ, mobile phone ringtones pictures download and other applications. The mobile dream network and SP cooperation SMS business form a win-win mode, created the unprecedented prosperity of the SMS business, making the Chinese Internet into the spring by the cold winter, so it has been recognized as the first killer application and marketing of the Internet Classic case. With WAP, Java and other technologies applied to the mobile dream online, the business of mobile dream network is constantly pushing out of the new, the more the gold mine of "Mobile Dream Network" is. At present, there are more than 600 SPs of mobile dream network to cooperate all over the Internet, mobile QQ, mobile phone ringtones, mobile games, etc. provided by mobile Dream Network, are all classic wireless Internet applications that are more familiar. MMS, WAP (mobile Internet), ring tones, treasure chests, etc., make "mobile dream network" more diversified, stereochemical.
The open value chain model built by the mobile dream network has a strong exemplary significance. European operators use closed management strategies, not divided into SP; Japan and South Korea use semi-open management, divided into SP but SP is not exposed. China Mobile's "mobile dream network" model adopts open mode, fully mobilize the SP enthusiasm and active industry chain, "Mobile Dream Network" therefore developed into a huge industry in just three years, the entire industry chain has achieved a total of win. After three years of development, mobile dream network product line, user group, and income have been significantly increased. Mobile Dream Network has shown that the efforts and achievements of the two main lines of partnerships and data services have shown that in an increasingly intensified environment, the future competition in communication industries is no longer between single enterprises or a single value chain. Competition, but the competition between the operator as the core or "value of the wealth" is the competition between the ecosystems of different enterprises. The success of the mobile dream network is because it supports and rely on each of its value chains. A part. Dream Network Marketing Executive Information Business Model
After the development of the SMS development in 2001, the development speed of almost every year of the mobile dream network made the most daring forecasts. At the same time, the young mobile dream network saved the Internet in the wind and rain. When the performance of major portals is full of red, the name of the mobile dream network is written together to the history of the Internet development. The mobile dream network not only has strongly promoted cooperation and win-win in the data business industry chain, but also promotes the process of social informationization.
From another perspective, the reason why the mobile dream network succeed is because it has been actively explored in the marketing field, which is a preview of the business operation mode of information society.
Users from 0 to 70 million, cooperative SP from more than ten thousand, business from a single SMS to tens of thousands, three years, mobile dream network is quietly changed, its tentacles have been from the country The political, economic, and culture have been extended to the lives of ordinary people. The information and traditional Internet applications led by the mobile dream network have become increasingly clear. In the past, we got information mainly through newspapers, television, etc., different information was obtained from different channels, but the development of mobile dreams three years has completely changed information circulation, and now people can customize or on demand. , Receive various information on your phone.
Due to the information trails in the blood of the mobile dream network, it makes it possible to more outlined some characteristics of information social product marketing than other products, which can be proved by analyzing the characteristics of mobile dream network marketing. Professor Yang Qian, Vice President, Beijing Business Administration Cadre, believes that mobile dream network marketing is first a foreign marketing, no longer supplier, vendor, and channel business independence to customers, but intended to customers. In addition, mobile Dream Network is a typical custom marketing. Marketing is relatively respected, but the successful examples of truly large-scale and large-scale use of custom marketing are not particularly in the field of material product sales, and the mobile dream network should be said to be a relatively typical custom marketing. It basically Give the initiative to the customer. A very important feature of information society is the democracy of information, that is, information is shared. In society is democratic, of course, this kind of democracy will allow everyone to enjoy, there must be technical support, mobile dream network is a kind of information Leading technical support. Professor Yang Qian called the mobile dream network marketing as a marketing. He believes that the supply party and the demand part of the mobile dream network market are not directly forming the relationship between supply and demand, but to form a transaction relationship through the combination. Because in the transaction of information products, demand may be individual, and in information social needs may be more and more individual, supply may also be individual, or personalized, the more personalized supply and demand, it wants to find The more difficult it is, the more you need a third party to intervene, so it is very important in the emergence of information society. The matching mode in mobile dream network marketing can be said to provide reference for future information society. There is also a feature of mobile dream network marketing is interactive. The mobile dream network includes business customization, business operation, information acquisition, in fact, is done in the missed interactive way, this interactive marketing is active in the future information social marketing model. The four features of the mobile dream network marketing can be said to be in the future information social business model should have some characteristics. Of course, these features may not be very perfect due to the reason and marketing operations, but it has already Has a prototype.
Professor Yang Qian said that some basic situations of information social business operation mode can be seen from the mode of mobile Dream Network. He believes that the mobile dream network is actually an information collection platform, and users can almost all information on this platform, so it has completely changed the way of information communication, from this point, mobile dream network is the future society Information dissemination provides a reference. In addition, the mobile dream network also previews another feature of future information society, that is, the mobile phone communication function is desalized and is increasingly becoming an information terminal, and it is likely to be a terminal that covers all information needs. For example, through mobile phone to meet remote control home appliances, checkout, Pass data and other needs of life and work. From the perspective of social influence, the mobile dream network has a possibility that the changes in the industrial chain are probably possible. In the past, in the traditional economy, production, circulation, consumption is a sequential structure in upstream, midstream, downstream. But in the future information society, especially for information products, it may be parallel, instant, cooperative, and this industrial chain model has a prototype on the industry chain of the mobile dream network.
From an economic point of view, a business model such a mobile dream network is actually an effective form of resource redistribution. In fact, economic speaking is the resource allocation, how to make fair allocation of scarce resources, and undoubtedly use the market mechanism to allocate the most fair allocation method. Professor Yang Qian believes that in the information society, resources are not necessarily scarce, but when each individual needs information, but when it is found, this kind of resource is scarce. What kind of mechanism for this scarce resource can be effectively assigned, which determines each person to get the price of resources? We can get a variety of channels such as Internet, Paper Media, and Friends Relationships, but these ways have the advantages of information, and there is also its shortcomings, and only the channel of the mobile dream network has created on resource allocation. A mechanism that can collect the advantages of different media to make information resource allocation. For example, it uses the advantages of the Internet, which also uses the advantages of broadcasting, and uses the advantages of paper media. With the advancement of technology, it may also use the advantages of TV media, it does create from an economical perspective. A mechanism for high efficiency information allocation. Moreover, obtaining information from the mobile dream network can reduce the cost of each person to obtain information, with the efficiency of the mobile dream network, the cost of each person should actually get less and lower, and make this The mechanism is getting more and more improved. Stage and price analysis of dream network marketing
Since the end of 2001, mobile dream network marketing can be divided into three development phases. The first stage is a marketing marketing, that is, assume that everyone is a target customer, no subdivision, and there is no differentiation. After this stage, the dream network has entered the professional marketing stage, and specialized marketing pays attention to the differentiation of the product, and the customer is subdivided, that is, it is only suitable for some customers, called specialized marketing. Developed to the present, you should enter a new marketing stage, that is, one-on-one marketing, one-on-one marketing is completely pursuing the differentiation of customers, identifying common consumer demand from customers, and further providing accurate products and services. One-on-one marketing assumption is to provide precise services and products for a class of customers.
Associate Professor Li Shaohua, the chairman of the Beijing Success Intelligent Marketing Research Center, believes that for the mobile dream network, a pair of marketing is three points: the first is accurate, it is to provide accurate service and product, in a large number of customer needs investigation Find a personalized demand, the same is true; the second is exquisite, exquisitely the service provided by the mobile dream network is completely fine, close to the heart; the third is the service, it is entirely professional, why is SP to provide The service will be accepted by our customers? This is the professional decision of SP. What is the one-on-one marketing pursuit? It is customer share, rather than the market share, that is, how many customers are pursuing, rather than accounting for how much proportion. Its marketing method, marketing organization is completely customer-centric, not product-centered. If the popular marketing is a bird gun, a shot does not know which bullet will hit, a professional marketing is called a gun, then a pair of marketing can be called accurate guidance. The current product manufacturer is often a bird gun, but has not yet entered the stage of precise guidance. The mobile dream network can say that the development trend of one-on-one marketing is, the so-called custom service is precisely guided by targeted products and services.
For Dream Network Marketing, no matter which stage of marketing, there is an important factor to occupy customers, it is the price, how is the value of the information on the mobile dream network, how to pricing is reasonable?
Professor Yang Qian, deputy dean of Beijing Business Administration Cadres, believes that first, the formation of prices should be associated with a few important factors, one is the subjective identity of this product value, information products are subjective identity products. The stronger the value of this product, the stronger the difference in price pricing, the greater the difference, the same information, value for me, may have no value for others, so the pricing of information products is normal. In addition, the price of information products is related to the way of information, just like in the store and in the general department store, the same thing is different. From the mobile phone, it is the most convenient, fastest acquisition method. This channel is relatively searched for yourself, or it is convenient to pass the newspaper, because the mobile dream network has done a lot of information screening work. The labor and cost of labor in this process is actually the factors that must be considered in pricing. Therefore, its price may not be able to see information directly or see the price of information from a certain online. my country has actually entered the information society. Consumers have not treated information consumption in the law of information society. It is necessary to properly see the price of information products, the circulation of information, China has a road to walk. But believe that with the development of social progress, this should be able to gradually be accepted by society.
