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SMARTPHONE MARKETING STRATEGY DEVELOPMENT IN CHINA MARKET -- A CASE STUDY OF TCL COMMUNICATION

时间:2014-07-14 作者:WEN Gang 访问量:3322 关键词:Smartphone, Marketing Strategy, Product, Sales Channel, Branding

Abstract: Smartphone market is booming in recent years, in which China market is the market which has a big market share but it is quite different from other markets (America, Europe, etc). Main objective of the paper is to investigate smartphone marketing strategy development in China market.
Market strategy is in the scope of corporate strategy. A literature review is provided on corporate strategy and marketing strategy. And literature of change management is reviewed when marketing strategy need change. Research is made on smartphone market characteristic, difference between China market and international market. The Proposition is smartphone marketing strategy development in China market need take local environment factors (consumers, Operator, sales channels etc) into account.  
The study employed qualitative analysis methodology. A case study on TCL communication is made to study smartphone marketing strategy development in China market. TCL communication made successful in overseas market but not in China market. What is the KSF in overseas market and China market separately? The analysis includes smartphone market analysis, difference between China market and global market in term of consumer, Operator, sales channel. Results from the analysis justify that product, sales channel and branding are three most important factors when one company develop marketing strategy.
Limitations are discussed at last. With right marketing strategy, Apple, Samsung, Xiaomi, Oppo, Lenovo made success in China market already. TCL communication has adjusted marketing strategy for China market, and view some output but it need more time for the marketing strategy to fully implement and have effective output.


Keywords:Smartphone, Marketing Strategy, Product, Sales Channel, Branding

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