| After a discussion on the concept marketing, this dissertation elaborates the macro-outside-environment and the micro-outside-environment of the mobile telephone trade by analyzing the characteristics and the goals of Xieheng Telecom Company. Then an elaborated division of the mobile telephone market is done followed by discussing Xieheng Telecom Company's orientation to the intermediate and lower quality market in Shanghai, Beijing and Guangzhou. Finally, this thesis expounds the marketing combination strategy of Xieheng Telecom Company.Chapter one serves as the preface of the thesis. It mainly introduces the marketing situations of Xieheng Telecom Company, three of whose difficulties are put forward. One is that the extensive expanding mode has increased the difficulty in management. Another is the declining of its service quality. The third is the extensive expanding mode cannot develop the unique core competencies of the enterprise.Chapter two makes a claim that the macro-environment is favorable for the development of the mobile phone retailing trade by a survey of five of its factors: political, economical, technical, social factors and the impact of entering WTO.Chapter three analyzes the structure of the trade. The author of the dissertation discusses the competing environment by Porter's Five-force Competing Model. After that, the competitive advantage and disadvantage of Xieheng Telecom Company and the marketing chances and challenges provided by its outside environment are found out by SWOT matrix analysis method.Chapter four demonstrates the market orientation of Xieheng Telecom Company. Firstly, the author divides the national mobile phone retail market geographically into five sections: North China (Beijing), East China (Shanghai), South China (Guangzhou), Southwest China (Chongqing) and Mid-China (Wuhan). Then, the mobile phone retail market are divided into three sub-market: low-grade, intermediate-grade and high-grade according to the prices. The marketing orientation of Xieheng Telecom Company is then decided to be the intermediate-grade and low-grade market in Beijing, Shanghai and Guangzhouaccording to its possible marketing capacity.Chapter five, being the main body of the thesis, elaborates the manufacturing strategy, price strategy, channel strategy and promotion strategy of Xieheng Telecom Company with the help of 4Ps marketing combinatorial theory. Firstly, "qualified goods" is the core of the manufacturing strategy of Xieheng Telecom Company, who has been selling only the qualified mobile phones since its foundation. After its reformation, after-sells-service required to be qualified has also been included in its product strategy, that is, it endeavors to be the first in the services of the trade. Secondly, "low price" is a proper generalization of the price strategy of Xieheng Telecom Company, which is retained after its reformation. It is decided to reinforce this competitive advantage by opening grand-scale storefront and by selecting upstairs or underground market places. Thirdly, "flatilization" is the channel strategy of Xieheng Telecom Company whose channel innovation is achieved by utilizing the scale advantage and actualizing the flat channel strategy to break up the restriction of the current channels. All this is done to set up the supply and sell relationship with the manufacturers. Lastly, Its sales promotion measurements are mainly those cosmically newspaper advertisements which have meant to set up a good image of he company at the same time.In short, the reformed marketing strategy is to gain scale advantage by opening grand storefront, to get cost advantage by selecting upstairs or underground storefront, to reinforce cost advantage by flat channel, to set up its brand image by newspaper advertisement and to improve its core competencies ?achieve "qualified goods, low price", by improving the quality of its services.The research results have achieved the expected effect in practice, having directive function to mobile phone retail market oper... |
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