ZTE Mobile Phone Marketing Strategy Research In Inner Mongolia

ZTE is a world-class supplier of communication products and services.It is a leader in China's telecommunications industry and plays a very important role in the global telecommunications industry.However,since 2016,with the explosive rise of Huawei,Vivo,Xiaomi and other mobile phone brands,as well as the converging attack of foreign mobile phone giants such as Apple and Samsung,ZTE mobile phone sales began to decline substantially,especially after the sanctions of the United States in 2008,ZTE mobile phone suffered huge losses.In the future,how to further improve the ability of independent innovation,master the core technology,and broaden the scope of brand marketing for neutral mobile phones has become an important issue in front of neutral communication.Inner Mongolia Autonomous Region is an important market for ZTE mobile phone.After more than ten years of layout and development,ZTE mobile phone occupies a certain market share in Inner Mongolia.In the future,how to grasp the new technology trend and adopt marketing strategies more in line with the actual situation of Inner Mongolia is the focus of this paper.This article mainly carries on the analysis from the following aspects:In this paper,it firstly introduces the relevant theoretical basis of study and marketing analysis tools,which includes STP marketing strategy,4Ps marketing strategy,PEST analysis method,Porter five-force model analysis,SWOT analysis and so on.Secondly,it makes the analysis of the marketing environment of the mobile phone of ZTE,in which it uses PEST analysis method to analyze the macro situation of the mobile phone market in Inner Mongolia,uses Porter five-force model to analyze the competition of the mobile phone of ZTE in Inner Mongolia market,uses SWOT analysis method to analyze the advantages,disadvantages,opportunities and threats of the mobile phone of ZTE in the market of Inner Mongolia,so as to choose the strategic side for the development of the mobile phone of ZTE in the market of Inner Mongolia.Besides,it makes the analysis of the existing marketing strategy of the mobile phone of ZTE in Inner Mongolia.At the same time,it analyzes the problems existing in the marketing strategy of the mobile phone market of ZTE in Inner Mongolia and the causes of the problems according to the sales performance of the mobile phone of ZTE in Inner Mongolia market in recent years.Then,it analyzes the choice of marketing strategy and the formulation of marketing strategy in Inner Mongolia market for the mobile phone of ZTE.On the basis of the current marketing strategy and marketing related theories of ZTE,it puts forward some reasonable marketing suggestions for the sale of the mobile phone of ZTE in Inner Mongolia market.Finally,it puts forward three safeguard measures according to the choice of marketing strategy and the formulation of marketing strategy mentioned in the previous chapter.