The Analysis And Optimization Of Fei-Te Company’s Smart Phone Marketing Strategy

With the increasing development of communication technology and further improvement of people’s living standards, mobile phone has gradually become one of main mass of daily consumer electronics. According to latest data released by the International Telecommunication Union:as of October2011, the number of mobile phone users in China has exceeded895million, more than60%penetration rate. However, in the rapidly growing mobile phone market of China, there is still a big gap between domestic Smart mobile phone and international Smart mobile phone in technology, research and development, design and brand and so on. At present, with the further development of mobile communications technology, the terminal shown a mobile, integrated, intelligent trend. Smart mobile phones have become a major trend in market development. This trend had a huge impact on China’s current mobile ecosystem structure, but it also gives China an important opportunity to catch up with international mobile phone manufacturer.Study comprehensively Feite marketing environment from macro environment aspect and micro environment aspect. Utilize Michael Porter’s Five Forces Model to analyze Feite Company’s competitiveness environment and utilize SWOT analysis Tool to analyze Feite Company’s internal marketing environment. Use4P theory and4V theory to analyze Feite company’s intelligent mobile phone marketing strategy.and find out the company marketing strategy’s problem in intelligent mobile phone market. On the basis of the marketing strategy optimization analysis, puts forward the marketing strategy of Feite Company in differentiation, function, value and emotional resonance (4V) four aspects, and set up specific measure of market strategy optimization..This research will help us understand characteristics of Chinese intelligent mobile phone market, and provide new thinking on Chinese Mobile Phone sale market.In addition, the text take Feite Company as example, analyze it’s existing problems of marketing strategy in the intelligent mobile phone, and put forward the optimization program, which will provide the reference scheme and help for the other domestic intelligent mobile phone manufacturers.