A Comparative Study Of Business Strategies Of Chinese And Foreign Cellphone Brand In Domestic Mobile Market

According to the announcement of Ministry of Information Industry of China, there have been 398 million cellphone users in China until the end of Januaray, 2006, and it's about twice that of America. The number of cellphone users in China has become the NO.1 in the world. The huge cake attracts domestic and foreign mobile phone manufacturers and triggers a price war.After China's accession to the World Trade Organization, the former weak Chinese mobile phone manufacturers were not swallowed up by the internationally renowned foreign brands, on the contrary, they took away 30% of the market share in China. Their survivance in the hot water provided successful experiences for other industries to go by. But the development of China-made mobile phones is faced with many potential threats, such as energy shortage, the lack of core technologies and so on. These problems are urgent to be solved.Therefore, this paper attempts to have the two domestic brands Bird, TCL and two foreign brands Motorola, Nokia, the representative mobile phone manufactuers for the period 1999 -2005, as research objects. Case studies and comparative analysis of these four brands in this paper will be helpful to identify the advanteges and shortcomings of the management in China-made mobile phone brand, in this paper, the gap between China mobile phone brand and worldwide brand has been investigeted, with a view to provide constructive advices for the management of China-made handsets.This paper is composed of five parts. The first part is the foreword. The second part is literature summary and theory research foundation. This part mainly summarizes brand business management literature and theory research achievement which related to the paper research and provide theory basis for the paper. In the part III, the status for market brand management research of china-made mobile phone is analyzed. In Part IV, study objects and methods are determined, and case analysis and discussion started. Part V of this paper is a summary of the main conclusions, and makes recommendations for the management of mobile phones made in China.