China Mobile Brand Terminal Marketing Research

China Mobile is one of the traditional three operators,mainly providing communication network services.But with the development of communication market has saturated,the company's business growth slowed,for future business growth,a wholly owned subsidiary of China Mobile terminal company owned by China Mobile first launched two China Mobile brand mobile phone in August 2013,the business scope expanded to the upper reaches of the industrial chain,in the mobile phone terminal market to mobile phone manufacturers the identity of the competition.China Mobile brand mobile phone is China Mobile independent research and development,design,production of mobile phone,in order to provide function closer to the demand,prices more affordable choice for the majority of mobile phone customers,has become the first domestic mobile phone products,telecom operators to test the water.With the high subsidies given by three telecom operators in mobile phones in recent years,some well-known manufacturers in the industry and some small manufacturers which started on behalf of processing rely on the subsidy policy to develop and expand.In recent years,every holiday is the peak period of sales,a large number of new brands have emerged,most of which are new entrants to other industries.China Mobile sells handsets in two ways.A system model of a wholly owned subsidiary of China Mobile terminal company independent brand mobile phone to give special attention,such as expanding the proportion of procurement policy or expand subsidies;another kind of fair competition mode,the terminal company under its own name as one of the industrial chain of mobile phone manufacturers,do not give any care policy.As with other mobile phone manufacturers,fair competition in the market.Chongqing market as a naked machine sales of the market,the number of generations of behalf of the province and the number of businesses,China Mobile mobile phones belong to the fair competition model market.In the fierce competition in the Red Sea,the new China Mobile independent brand mobile phones,compared with other mature mobile phone manufacturers,what way will survive and develop? Therefore,this paper firstly analyzed the independent brand of China Mobile mobile phone market in Chongqing marketing environment,to tease out the marketing status quo and problems in the Chongqing market;through the analysis of macro environment,micro environment and SWOT,let the independent brand mobile phone to find the advantages and disadvantages,opportunities and challenges of their implementation;according to the questionnaire survey and analysis,master mobile phone consumption behavior of consumers in Chongqing;based on the analysis,selection and positioning of target market by STP.Finally,the independent brand of China Mobile mobile phone market in Chongqing,to make good use of "China Mobile" brand,the rapid establishment of China Mobile mobile phone brand in the mobile phone industry brand image;make innovative technologies and products,expand the product line,the proposed implementation of product strategy product portfolio sales multi-level;the products and prices so,clear positioning price strategy;strengthen the expand operator channel,promotion store channel construction,the construction of diversified sales channels,improve sales channels and increase the mode of distribution channel strategy for social marketing channels;the formation of cooperative marketing strategy and promotion and related specification and provincial Mobile Corporation policy.