Samsung marketing strategy in china
Nowadays, China’s communication industry is developing rapidly, and China has become the biggest mobile phone market all over the world. There are many international renowned mobile phone manufactures and local producers in this market and these companies are competing fiercely in China’s mobile phone industry. It is known that, in 1999, when the domestic mobile phone brands entered the mobile phone market, few people had expected that the domestic mobile phone brands would survive in this market. However, with the passage of time, the local brands made great development and their total market share surpassed that of the international mobile phone giants including Nokia and Motorola.
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The reasonable Marketing Mix could help the company to establish strong positioning in the target markets. Based on the understanding of the importance of 4Ps Marketing Mix and its impact on China’s mobile phone industry, this paper is divided into five chapters.Chapter one is the introduction.It briefly introduces the research background and its academic and practical implications.Chapter two is the thorough analysis of current domestic mobile phone market. After the introduction to China’s mobile phone development history, this chapter mainly analyzes the internal and external environment of China’s mobile phone industry by virtue of the SWOT Analysis Method. Though the analysis, it is known that domestic mobile phones have some advantages, such as the cost advantage, localization advantage and fast market reaction advantage. The weaknesses of the domestic mobile phones are that the core technologies are weak, mobile phone qualities are not guaranteed, there is serious product homogenization and most of the domestic mobile phone enterprises are on a small scale. It is certain that the local mobile phone industry has many opportunities for its development, which include the sound economic conditions, the support from the government, the coming of 3G era and the coming of phone replacement rush. However, domestic mobile phone companies do face some threats, such as the threats from copycat mobile phones and the international mobile phone’s fierce competition.Chapter