M Corporation's Marketing Strategy And Implementation Tactics Research In Chinese Mobile Communication Equipment Market

Along with the rapid development of Chinese mobile communication industry, the mobile communication equipment market has been transferred from analog pattern to digital pattern, from the single GSM standard to CDMA standard adding in, from the continuous separation and merger of Telecom Operators to the 3G license distribution, the mobile communication equipment market of China has been unprecedented prosperous as well as the marketing competitive situation has been thoroughly changed. The competitive degree is becoming more and more intense. As the 3G era is coming, following three factors will be the main force to promote this market continuously develop on a high speed:Firstly, the license of TD-SCDMA,WCDMA and CDMA-EVDO will push their network building and expansion scale larger and larger all over the country; Secondly, the whole country's GSM and CDMA networks need expansion and upgrading; The third, the mobile Value Added Service market is going on a continuously prosperous way.To take a cup of soup on this world vital, containing huge demand and capacity emerging market, It means not only generous profits, but also a solid platform which built up for M corporation's future 4G and long term strategy development. Following the rapidly development of the mobile communication technology in China, the Chinese mobile communication equipment vendors' competitiveness becomes stronger and stronger. The new competitive structure of Chinese mobile communication equipment market is forming. M corporation has been attacking fiercely from his competitors, which makes M corporation's market share slide down. For this reason, the research question of this paper is as following:Confronting with the mainland companies' overall low-cost leadership strategy, Confronting with the continuously shrinking market share, confronting with this intricate and complicated market environment, what are the marketing strategy and the implementation tactics that the M corporation should take to achieve their competitive edge? Using marketing correlative speculative knowledge, the author has mainly analyzed the current situation and the development status of Chinese mobile communication equipment market, deeply investigated the external environment and internal condition of M corporation, objectively evaluated the manufacturing vendors' competitiveness after the competitiveness evaluation models creating. Integrating with market segmentation, selection and positioning, the paper has worked out M corporation's marketing strategies in Chinese competitive market as well as tactics for the smooth implementation of these competitive strategies.Major results of the research show that:In Chinese mobile communication market, M corporation's marketing strategy should be the differentiation strategy. M corporation should actively make fully use of his brand power and expand his superior products market share. Therefore, M corporation can realize the goal of strengthening company image, expanding the amount of superior products, delivering high quality service to customers and rapidly growth in Chinese mobile communication market.The innovations of this paper:Firstly, the paper builds up evaluation models of the manufacturing vendors. It has thoroughly and objectively evaluated the equipment vendors' competitiveness, using the demonstration and theory analysis methods, from their soft power and hard power.Secondly, the paper has raised particular opinions on how to break away of the lower price competition swirl in Chinese mobile communication equipment market.Thirdly, the paper has optimized M corporation's communication flow between the new product R&D and market requirements.Under this research, the author hope to thoroughly find out the particularity of Chinese mobile communication equipment market, objectively evaluate and realize the manufacturing companies' competitiveness, and enrich the research of M corporations' marketing strategy in Chinese mobile communication equipment market. The author would like to see the research can help M corporation achieve its goal soon. Another, the author wishes this paper can give instructive reference to companies at home who are driving for their globalization development.