Research On Innovation Orientation Of Domestic Non-Famed Brand Handset Vendor Of China

with the rapid development of China's economy, china is the biggest mobile handst market and manufacture base. The market evolution is on and competition is harder, some famed brands, such as Kejian and Bird lost the market share and profit, but some non-famed brand (K-touch) successed, became the top 3 of the market share.based the above, studying the different innovation business model, finding the right business model for Chinese enterprise is so important.The fist chapter of this paper presented the research background, the research significance, the research process and the framework. The second chapter summarized the "disruptive" theory and related literatures of mobile handset. The third chapter analyzed the mobile handset industry and the mobile industry chain, especially the Chinese market environment of the mobile handset .the fourth chapter discussed the three models of innovation, Nokia model, Apple model and circling the MTK/Android model. Then studying the non-famed brand's manufacture model and strategy, combining with the K-touch's example, finding the success reasons that a new business model (lateral industry organization way circling the core platform). The vendors only join one or few links. The fifth chapter summarized this paper, and analyzed the further researching problem.This paper find that the "disruptive" of the handset industry, to share the cost because of the value chain division, so in the price and response the market, the non-famed brand is better than the "Vertical and wholly value chain" business model. Then they met the demand of the low-middle rank of mobile consumer on the binary structure of china economy and limitation in the different condition of the policy and other poor problem by theory analyzing and enterprise example. As the developing for about 30 year, the market of china is developing two kinds of classes, one is so expensive, and the other is economy. For the enterprise, to choose the different orientation of innovation is the crucial. The mobile handset enterprise, to meet the low-middle demand is suboptimum way for development.