| According to the bulletin released by National Bureau of statistics in February22,2012, By the end of2011, China’s mobile phone users has reached986,250,000including128,420,000which3G users. China has become the world’s largest mobilephone market. Mobile phone has become a indispensable part of the fast movingconsumer goods in people daily life, even by average every mobile phone holderreplace their mobile phone per3years, then3million mobile phones will beconsumed; and according to research result by some institutions, young mobilephone consumers replacement frequency is about1.5years, so the mobile phonedemand each year is about4~6hundred millions. Mobile phone product haveevolved from the analog mobile phone and digital mobile phone to the mobileterminal device with various functions. At the same time, due to advances intechnology, more and more mobile phone device become integration andmodularization, resulted that the entering barrier becomes lower and lower, hugemarket capacity also continues to attract new communication manufacturer to jointhe competition, the Chinese market has nearly a hundred brands exist now.M Communication Technology Co., Ltd. as a relatively old domestic mobilephone manufacturers, had also launched several popular mobile phone models whenflip mobile phone and music mobile phone flourished, but nearly ten years, becauseof the fierce competition and the vague product positioning, lacking of marketingfocus, its market share becomes lower and lower, its mobile phone department is indeficit in successive years.to2011, M Communication Technology Co., Ltd only stick in the domestic market, annual sales is only hundreds of thousands and theamount of sales dropped to tens of millions of yuan.Based on analysis of Chinese population age change, consumption desire andtypes of mobile phone on market, This article draw a conclusion that mobile phonefor the elderly is a market segments that need much effort to develop. along with theacceleration of population aging in China, the increase of per capita income and thechange in consumer awareness, more and more old people on mobile phonedependence becomes stronger, and the their mobile phone purchaser is their childrenwhose consumption consciousness is more intense and take more attention topersonal image. it is obvious that the original low-end, shabby old mobile phone cannot meet sufficiently the needs of consumers; at the same time, according to the Mcommunication technology Limited company itself has a research and development,manufacturing capacity and sales channels, we advise clearly that the marketpositioning of M mobile phone products, they should focus on the elderly mobilephone market and the market positioning should have representation of family care,high quality and durability, low and stable, cost-effective and adhere to the product-quality leadership principles.In the marketing strategy, M company should adhere to the brand line. mobilephone is divided into ordinary mobile phone and special mobile phone. allpromotion activities should all around the main brand-" M "and advertise intenselyin the Internet, television, newspapers and other media publicity. the advertisingtheme centre on “affection, warmth and happiness etc”;on the pricing strategy, lowprice mobile phone for elderly people dominated the market currently and thehigh-end mobile phone is in serious shortage, the mainstream product price shouldbetween1000~2000yuan; on channel strategy, ordinary mobile phone should useself-built, agents, operators of customized and many kinds of channels then specialmobile phone should use service alliance ways to promote. We believe that along with the continuous development of mobile phonetechnology and people’s consumption ability, any corporation interested in thisbusiness can take a leading position and succeed to win-to-win situation forshareholders, employees and consumers through accurate market analysis andappropriate marketing strategies. |
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