A Study On 3G Strategy Of Amoi Electronics Limited Company

Last few years, the whole electronic information industry of China entered in a phase of booming development, the industrial structure transformation is going on deep, the degree of internationalization is higher, and the competition is more and more vigorous, China's mobile communication terminal industry has become a typical representative. Thanks to the fast growth of the global 3G market and the domestic 2.5G terminal market, China's mobile communication terminal industry saw prosperous production and sales in the first half of 2007. While, GSM continued to maintain its traditional advantageous market, 3G products grew significantly. As the future development trend of mobile communication industry , 3G technique becomes more and more close to people.AMOI is a well-known domestic mobile phone manufacturing enterprise. Because of A8, a "will dancing" mobile phone, AMOI earned much money in 2002 and 2003. But, AMOI sank into the low tide quickly due to lack of the 2G core technique and the error of strategic decision. Through introspection and adjustment for three years, at the same time, in front of the history opportunity of the domestic 3G development, can AMOI get away from the predicament? Can AMOI present to public a good play?On the foundation of the analysises on the development of the enterprise, the present conditions of the mobile phone manufacturing industry and the foreground of 3G technique, this paper think that strategic key of the AMOI's 3G include holding tight the 3G core technique, fixing position in medium and high level product, carrying on differentiation competitive strategy. This paper is divided into six parts totally. The first part presents the background and meanings of this paper. The second part presents the history and present of AMOI. The third part analyzes the technique of communication, especially technical development trend of 3G, and emphasizes to contrast three kinds of 3G technique. The fourth part emphasizes the analysis on competitive strategy of AMOI's 3G. Aiming at the key problems of the 3G competitive strategy implement process, the fifth part carries on the study one by one. The sixth part is the conclusion.