冷血賭徒的奇異幻境

Key word: WAP; free WAP；mobile network; developing strategy; mobile marketing
With the fast popularization of Internet today, mobile network is coming into our daily life gradually as well. Not only be satisfied with the demand of information and communication from internet, but also feels its convenience when one is connected with WAP site via mobile phone. By the end of 2006, there had already been 115 million WAP users in China. Thus, this industry is getting more and more flourishing.

WAPS is one the leading professional corporations in this field and involves several central businesses. But with itself expanding recently and more competitor appearing, “portal”, “site establishing system” and “alliance”, 3 main parts are facing huge challenge.

According to analyze and summarize the development of independent industry—WAP home and abroad, whole text focus on discussing the current service structure and further developing strategy for WAPS. The author has realized although current 3 main parts, “portal”, “site establishing system” and “alliance”, are still on top in this field, WAPS has itself risks such as the illogical business structure, unclear developing emphasis. Besides, WAPS has not been found itself advantages and conceal shortages.

According to research the inter advantages and shortages and the outer opportunities and challenges for WAPS by using SWOT,  the active competition strategy must be used into the development of WAPS in order to create a brand-new competition advantage and expand marketing occupancy to supplant other competitors, including, 1. running to a portal advertising agency and extend using its advantage in alliance advertisement; 2. using multiplex competition strategy to balance the proportion of income and expenses so as to renew current businesses, which is represented that WAPS tries to establish electronic business platform in order to use the advantage of advertising to study marketing; 3. using incorporation strategy to lead absolutely in its advantage business that is to incorporate competitors and suppliers to extend market shares and income scale; 4. using cooperation strategy to win together with partners in order to speed the development of the industry totally.