【文章內(nèi)容簡介】 l strengths, weaknesses and the external opportunities and threats, then establish a matrix of SWOT analysis. In the matrix, the author will match the four factors and make out four feasible strategies SO strategy, WO strategy, ST strategy and WT strategy. The basic idea is to use strengths to exploit opportunities, to avoid their weaknesses and to defend against any known threats. The matrix (Weihrich, 2008, p. 118) is in the following:SWOT Matrix for Planning Strategies Internal factorsExternal factorsInternal StrengthsInternal WeaknessesExternal OpportunitiesSO StrategyWO StrategyExternal ThreatsST StrategyWT StrategyHeinz Weihrich also gives the definitions of the four strategies:SO Strategy (Maximalmaximal Strategy): It is the most ideal strategy that grasps the external opportunities and exploits the internal strengths at the same time.(Weihrich, 2008, p. 118)WO Strategy (Minimalmaximal Strategy): It is a strategy to maximize the effects of opportunities and at the same time minimize the influence that weaknesses produce. (p. 119)ST Strategy (Maximalminimal Strategies): It is a strategy that makes full use of the internal strengths to overe the external threats in order to maximize the strengths and at the same time minimize the threats. (p. 119)WT Strategy (Minimalminimal Strategy): It is a strategy that to minimize the negative impacts of internal weaknesses and external threats. (p. 119)Chapter Four SWOT Analysis on Mzone’s Promotion Strategy in JSNU A Series of Promotion Activities in JSNUMzone39。s promotion activities in JSNU are summed up from four aspects of personal selling, sales promotion, advertising and public relations. Below are the concrete contents:First, personal selling. Personal selling is a bidirectional munication between salespeople and customers, including facetoface munication, telephone munication and networking conference. China Mobile employs some college students as salespeople to promote “Mzone”. These salespeople go to the students’ dormitories directly to promote “Mzone” in the form of facetoface munication. They may highlight the flashing points of some new businesses to catch the students’ eyes and persuade them to bee “Mzone” users.Second, sales promotion. Sales promotion is the most mon method we can see that China Mobile use to promote “Mzone”. The author lists the forms as follows: For one thing, offering freebies. When every new term begins, “Mzone” always carries out a lot of preferential activities, for example, if you buy a 50yuanvalued prepaid phone card, you will get extra 300yuan call charge for free plus a Tshirt, an umbrella or a delicate lamp for you to choose one from. In addition, you can get a free ticket for the Shanghai World Expo if you recharge 200yuan one time. If you recharge 100yuan one time, you can get a free 50yuan shopping coupon of Walmart or Carrefour. For another, bonus points. The points are awarded according to the total amount of call charge you use, 1 yuan for 1 point. You can exchange many things with the points. For example, you can exchange for call charge, 500 points for 10 yuan。 you can exchange for delicate gifts and valueadded businesses。 you can also exchange for free tickets of some popular concerts.Third, advertising. Mzone’s advertising is of two forms. On one hand, television advertising. With Zhou Jielun(Jay Chou), Lin Junjie(JJ) and SHE as its spokesmen, “Mzone” is advertised on television of various kinds to highlight the different attractive features such as its 3G function and distinctive coloring ring back tone. On the other hand, giving out leaflets. Delicatelydesigned leaflets are often given out to the students to introduce the new businesses and its recent preferential activities to lure them to take part in.Fourth, public relations. A shining point of Mzone’s promotion strategy in JSNU is its intense cooperation with munities and the youth league mittee of JSNU. Public relations can produce great impact on popularity with low expense. The concrete activities are in the following:For one thing, every freshman of JSNU can find an “Mzone” phone card in their admission letter. Moreover, 5yuan call toll in the card can be used charge of free.Then, campus cards in JSNU are designed with Mzone39。s spokesmen Jay Chou, JJ and SHE printed on the back side.Furthermore, “Mzone” sets up an encouragement scholarship for those excellent students who cannot afford their tuition. In addition, some munities in JSNU are sponsored by “Mzone” to hold activities (sports meeting, singing contest, dancing contest and so on) to enrich college students’ life.Moreover, the knowledge contest about the Communist Party and the Communist Youth League was held last year through the cooperation between the youth league mittee of JSNU and “Mzone”. Every day, the students who took part in the contest received a question through the form of text message and sent the answer thr