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分析了中国移动综合信息服务门户12580目前的市场环境和业务现状,以及与“号码百事通”等竞争对手的实力对比,从角色定位、业务开展与融合及营销手段等多方面对12580的建设、提升竞争力的策略等进行了探讨。认为中国移动正在力争建设一流的通信企业和从“移动通信专家型”向“移动信息专家型”转变,亟需在信息服务领域提升竞争力。在“一个中国移动”理念的指导下,实现12580信息与数据的共享;需要加大业务整合的力度,丰富业务的内容,开展分层、有针对性的市场营销;需要充分利用中国移动客户群的优势,提高用户的参与度,增强客户的黏性和忠诚度等,使12580成为真正的综合信息服务门户和业务开展与推广的新平台。
Analyzed the current market environment and business status of China Mobile integrated information service portal 12580, and the comparison of the strength with competitors such as “Number Knowledgin”, etc. From the aspects of role positioning, business development and integration, and marketing measures, etc., the construction of 12580 , Enhance the competitiveness of the strategy were discussed. It believes that China Mobile is striving to build a first-class telecommunications enterprise and shift from “mobile communications expert” to “mobile information expert” and urgently needs to enhance its competitiveness in the field of information services. In the “one China Mobile” concept under the guidance of 12580 to achieve the sharing of information and data; need to step up business integration efforts to enrich the content of the business, to carry out hierarchical, targeted marketing; need to make full use of China Mobile Customer base advantages, improve user engagement, enhance customer stickiness and loyalty, so that 12580 become a real integrated information service portal and business development and promotion of new platforms.