The Research Of Alcatel Shanghai Bell Company For Marketing Strategy

As the first joint-venture company in the telecommunication industry, Alcatel Shanghai Bell (ASB) was regarded a pioneer in the last century in China. However, ASB have lost its leading position in the past several years due to stagnant revenue as well as the major local rivals(such as Huawei, ZTE ) are growing faster.This thesis analyzed the major problems which ASB is confronted with in the marketing. There are three sides: (1) product strategy, (2) organization and evaluations (3) service, solution and portfolio marketing.Utilizing the classical theories of marketing management and through comprehensive data and materials, this thesis disclosed the essential factors and gave the clear and available solution and proposals.