A Study On Marketing Analysis And Strategy Of China Made Mobile Phone

With the advancement of science and technology and improvement of people's living condition, mobile phone is becoming the popular favorite electronic consumable. After few years'high-soeed development, China becomes a leading market in the world, but it has been in a disadvantage position for it starts later than others. Although domestic mobile improved their market share more to 50% in 2003 by making use of advantage on price, channel and promotion, but their market share fallen to 30% in 2006 after foreign mobile changed their sales strategy soon. Except few domestic mobile such as Lenovo, most of domestic mobile fallen into losing, and some domestic mobile quit China mobile market such as Panda, Dongxin, Shouxin.Under the above background, first, this article gives a profound analysis about macroscopical environment and microcosmic environment of China mobile market by Porter's Five-Force-Model and SWOT's analysis. Second, this article finishes some particular compare analysis between domestic mobile and foreign mobile marketing stategy from marketing segmentation, product, price, channel and promotion, and gives some revelations to domestic mobile. Finally, basing on some sales problems of domestic mobile, this article put forward some optimize measures, which are expected to helpful to walk out puzzledom in the future.