The Strategic Transition Nokia Smartphone Windows Phone Chinese Marketing Strategy

Phone as a high-tech electronic consumer product, popular in China in recent years,the speed of the ever-accelerating competition is becoming increasingly fierce. China’smobile phone market has been the rapid development in recent years, China has becomethe world’s largest mobile phone market, but also the development of thefastest-growing smartphone market. The strong demand of China’s smartphone market,an endless stream of product innovation function, manufacturers markdowns continue,making the Chinese smartphone market remains a continuing growth trend. In February2011, Nokia officially announced to reach a global strategic partnership with Microsoft,the new Microsoft Windows Phone system will become Nokia’s main mobile phoneoperating system. Nokia’s new strategy and tactics is essential that the major change inNokia’s business operations, corporate structure, leadership, and work. Variety Nokiaconstant culture of change, constant is people-oriented. The spirit of enterprise to drivestrategic transformation, business transformation, and this is the everlasting secretwhere. For a global technology leader in the field of mobile communication, the successof Nokia’s strategic transformation of the marketing strategy in China or not, for Nokia’sability to return to the status of an industry leader, is essential.The main line under the Nokia brand mobile phones in China’s developmentprocess, in particular the strategic transition, the use of the brand and marketing theory,and the SWOT analysis model, factor analysis, investigation and comparison analysis todemonstrate analysis of Nokia China’s Windows Phone smartphone marketing strategyto investigate and research. The main contents: Introduction introduces the researchbackground and significance of the thesis and dissertation topics, review papers in theuse of the brand and marketing related theoretical basis; Nokia strategic direction of thetransformation of the strategic transition; strategic transition Nokia brand in China Themobile phone market is facing a variety of environmental elements; strategic transitionNokia Windows Phone smartphone target market strategy in China; strategictransformation of Nokia Windows Phone smartphone market portfolio marketingstrategy design; Finally, Summary and outlook, to explore strategic the transition Nokia Windows Phone smartphone success factors of the marketing strategy in China, as wellas the Nokia future trends.A certain extent, depth and innovative study of the marketing strategy of thespecial period of strategic transformation of Nokia smart phones in the Chinese market,carrier channels in the corporate culture, strategic transformation, Challenger targetmarket strategy, marketing channel strategy, new channels of the mobile Internet era ofe-commerce channels and micro-blog marketing in-depth analysis and research, and toprovide new ideas and methods for marketing strategy research.