Research On The Marketing Strategy Of The Retail Business Of Communicative Products Of Changchun TianTian Cellphone Group

Against the background of economic integrity and information globalization, communication products change with each passing day, especially in recent years, domestic competition of communication product becoming intense such as millet and hammers while foreign brands such as apple, Samsung are still hot in market.As one of the earliest enterprises entering into the retail business of mobile phone and with twenty years of experience, Changchun tiantian cellphone group has become an influential brand in Northeast China and how to make an enterprise prosper in such fierce competition is the one question also facing by other enterprises.This thesis takes Changchun tiantian cellphone group as the research object. First, it introduces the general information of the enterprise including business, products, marketing team and so on; analyses existing marketing problems such as inaccurate marketing positioning, unclear marketing effects, limited products selling channel or customers purchasing channel, after-sale service lagging behind, bad purchasing experience for customers and unstable marketing mechanism. Later, through the analysis of the PEST and SWOT methods this thesis analyzes the macroand micro-marketing environment, marketing advantages and disadvantages of Tiantian Group. This thesis also divides the market for Tiantian Group in a specific way and chooses a target market. The thesis aims to provide some new ways on selling strategies for Tiantian; it uses 4Ps marketing theory to provide new thinking and it includes four aspects: product, price, place and promotion. Other promoting strategies include: adjusting product categories; improving after-sale service and customers’ purchasing experience; updating pricing strategies such as competitors setting the price, psychological pricing, combo pricing and discount pricing; employing channel flatten way; creating Internet platform; pushing forward with advertisement, sales and personal selling, public relations and word of mouth marketing. Through building high quality marketing team and value chain management inside the enterprise; enhancing motivation mechanism, setting up steady marketing model, it could ensure the effects of marketing strategies.In conclusion, the author summarizes and points out the shortages of the thesis. Through this research author hopes it could help enterprises to indentify and solve the problems to promote development as well as provide new ways for enterprises.