The Study On Promotion In Handset Industry With Fierce Competition

The promotion in the handset industry with fierce competition is studied: more and more promotion is conducting in the industry with higher frequency and more resources putting in, while the stimulation to sales become weaker and weaker.The causes of this situation come from both outside and inside of the enterprises. On the one hand, these factors outside are observed: more choices to consumer with lower brand loyalty, too much promotion with failure in differentiation. On the other hand, some factor inside are observed: lack of connection to brand and long term strategy, misunderstanding on consumer desire and benefit, and problems on the forms, mechanism and evaluation.The solution to this problem is suggested: firstly, promotion should be aligned with industry position, company strategy, channel development and execution. Secondly, promotion should be consumer-oriented with full understand on psychology of consumer and communication should play an essential part in the course of promotion. Thirdly, a flexible and effective promotion system and evaluation system should be set up to enhance feedback and improve the whole process.