A Study Of Marketing Strategy For Hisense Mobile Phones In Liaoning Province

Since2001China’s join to the WTO, Chinese mobile phone market comprehensive opening to the world, multinational mobile phone manufacture came. The domestic mobile phone production authorization cancellation in2007and the issuance of3G licenses in2009, support China mobile phone market for keeping high speed development. According to relevant research, in2012, China’s mobile phone production amounted to1.18billion units, up4.3%year on year. That is to say,more than50%of the total share of global mobile phone is made in China. China mobile phone market has become the world’s largest market.With the development of smart phones, the mobile phone market competition is increasingly fierce in China. In the first quarter of2013, China’s smart phone shipments reached69million, in the same time,the global smart phone shipments of216million, China’s smart phone shipments almost share a third of the global smart phone market. Although the domestic mobile phone companies hold a place on the market,they cannot compete with the well-known abroad mobile phone company both in the technical strength and brand strength.The research object of this paper is Hisense Mobile Liaoning market sales strategy. Based on the analysis of the environment of Chinese mobile phone market and Liaoning market, this paper discuss the Hisense’s strength in Liaoning market. Applying STP and4P marketing strategy to study Hisense mobile phone market sales strategy and sales channels in Liaoning, this paper summed up the Hisense mobile’s advantages and experiences in the sales process, and we also discussed the shortcomings and problems, intend to propose some construction suggestions.