Research On The Brand Operation Strategies Of The Chinese Mobile Phone Manufacturing Enterprises

The Chinese local cell-phone manufacture enterprises used to occupied almost the half of the market share of Chinese domestic cell-phone market, however, because of the short of core technology, homogeneity of products, and other kind of problems, the market share in Chinese cell-phone companies began to decrease since 2004. Under the threat comes for the foreign cell-phone companies and the "Black Cell-phone" factories, the way to the future for Chinese local cell-phone companies is getting more difficult to walk every day.This paper focused on the choice of the strategies and the execution of these strategies in the period of constructing brand, promoting brand and managing brand. Based on the current situation of Chinese cell-phone enterprises and the domestic market in China, I tried to found the weakness of Chinese local cell-phone companies and the problems that they are facing, by analyzing the brand operation strategies that the foreign cell-phone enterprises and the local companies took.I analyzed the development of Chinese cell-phone industry and the problems that the Chinese local cell-phone enterprises are facing now, I try to make some advices about strategies on the aspect of brand operation. They were mainly about the construction, the transmission and the management of cell-phone brand operated by Chinese mobile phone companies.