| Mobile phone has been introduced into China as a communication tool since late1980s, and communication technology experienced the previous1G to3G now. Currently phone standards include CDMA, WCDMA and TD-SCDMA. Up to Jan.2013, mobile phone users in China have exceeded1.12billion. It indicated that mobile phone played a very important part on the socio-economic development and people’s lives. After CDMA mobile phone adopted CDMA network from China Telecom, the research on products&channel planning of CDMA mobile phone industry became more valuable than ever before. As the channel changes and market extension of CDMA mobile phone, it showed a mutual integration situation of various channel models. Regional mobile phone agent channel has an irreplaceable advantage because of its traditional features and high degree specialization. But how to improve its professional capability so as to find its own differential competitiveness in the increasingly competitive environment is the main problem that the regional mobile phone agents are facing now.The thesis analyzed the current industry status and future prospect of mobile phone marketing comparatively, with the study of marketing management of the Guangdong Guangxin Corporation. Market analysis and market research have been done to collect data, and relevant improvements of marketing strategy have been provided to Guangdong Guangxin Corporation.As a regional agent in CDMA mobile phone industry chain, the author thinks that only by constantly self-adjusting and self-promotion according to market changes that can solve the predicament that CDMA mobile marketing planner are facing. The author hopes this article can provide some constructive suggestions to the regional agent in the field of CDMA mobile phone marketing, and point out directions and target to the enterprise development in the new environment. |
