Study On Marketing Strategy Optimization Of Mobile Phone Accessories Manufacturing Company:A Case Of P Company

Despite the decline of international mobile phone manufacturing industry, the domestic market is tending towards stability with a continuously rising consumption. In this context, the mobile camera industry led by Taiwan Manufacturers is transforming its strategy from international market dependent to domestic oriented, which is the theme of this dissertation. The research has analyzed the competitive environment of the new market for P Company, a leading producer in mobile camera industry. Based on theories of strategic management, the dissertation has explored the root cause to obstacles and difficulties confronting P Company. Measures to adjust have also been advanced accordingly.The research is structured as follows: firstly, the background, theme and methods of the study are respectively expounded. It is then followed by the review on related concepts and theories, involving competitive strategies and marketing strategic analysis, and the marketing model of OEM and ODM manufacturers is sorted out as well. In the third part of case description, the research has analyzed both the industry situation and the operating conditions of P Company, and problems existing in exploiting the domestic market are thus identified. Then it comes to case analysis in which root causes have been identified to explain the wrong orientation of P Company's marketing after its transformation from OEM to ODM. Relevant theories and analytic tools have been applied in this part to explore both the external and internal environment. At last, suggestions for improving the market strategy and increasing market share have been put forward towards P Company.Based on previous research findings, this dissertation attempts to summarize some general principles for the reference to the same kind of companies through theoretic study and practical operation.