Case Study On The PT Mobile Phone Of DP Co., Dropping Out Of China Market

Under day by day the keen competition environment, the marketing strategy day by day appears into the enterprise success orfailure or not key to be at immediately.Looks over the Chinese mobile phone marketing for 20 years, is notdifficult to see it also to experience take the product as theguidance, take the product innovation as the core tool first generation of marketing and the dependence many kinds of marketing method innovation second-generation marketing and the present third generation 4P conformity strategy marketing. The nearly all handsetsenterprise, including the multinational corporation and the nationalbrand, everybody all realizes: Each mobile phone sale all not merely isdecided by the sole marketing function innovation, but is decided bythe product, the price, the channel, promotes sales four big aspectssystematic endeavors, the enterprise must sell the product, mustguarantee these four aspects all achieve a superiority and to bephotogenic the consistent level in the whole.This article first produced research object DP Corporation from to beborn to promotes the PT brand mobile phone to arrive again draws back thecity the objective path, and has exhaustively produced the DP Corporation's management strategy, the organization overheadconstruction, the production and the technical ability as well as themarketing strategy in the case and so on.Next, through the exterior macroscopic environment, the industrialdevelopment scale and the enterprise own interior resources whichlocated to DP Corporation has carried on the multi-angles, the thorough careful analysis,and using the SWOT analysis method, hasdiscovered the influence enterprise survival and the developmentexterior opportunity, the threat; Enterprise itself superiority,inferiority.Then, comprehensively analyzed had taken the marketing strategycore and the concrete implementation PT handset marketingcombination strategy, and pointed out fitand unfit quality.The paper finally produced has caused the PT handset to draw back thecity several critical questions and puts forward the correspondingproposal.This topic through withdraws from Chinese market this typical case tothe PT brand handset the research, attempts for industry in otherenterprise Newly enters foreign capital brand enterprises to provide somevaluable references in particular in the Chinese marketing strategic decision aspect,also hoped for slightly will make thecontribution for the next correlation domain research.