A Study On Market Segmentation And Market Positioning Of Chinese Mobile Telephone

It has been made great progress in China mobile communications late 4 years. Chinese users of mobile telephone (MT) has achieved in 2002, increase 613940000 than last year, popularization rate of MT has reached 16.2% and hold the biggest market of mobile communications. With the quick grandness of Chinese mobile communications, Chinese MT industry also quick developed. In 2002, Chinese industry of MT has produced 131.55 million mobile telephones, increased 43.8% than last year, sell 130.16 million mobile telephones, increased 43% than last year, included export 59.81 million mobile telephones. Chinese homemade MT come true holistic breakthrough during the process. 39.7% of domestic market is possessed of Chinese homemade MT in 2002, in the middle 2003 achieved 51.3%, achieved historical span and Chinese homemade MT possess 5 brands in top 10, Bodao brand and TCL brand lined respectively third and fourth. Current Chinese mobile telephone market has the characters that competition increasingly severity, technique incessantly heighten and update more quicken.It is reflected the otherness and homophyly of different consumers demand by market segmentation, which can redound to enterprise understand market and choose goal consumer in market activity. According to the market segmentation theory, the paper segmentalized mobile telephone markets based on geography, income, price, style, brand, purchased channel, consumption trend, function and aspect of mobile telephoneThe demand of the next years global MT will steadily increase. With economy development, it is forecast that there are competitive markets in cheap, athletic, feminine, male, function consummate, papillary, colorized screen MT market in for our country mobile telephone market in the future. They are primary target market of MT production factory, but they are each other crossed segmentation markets.Today there are much brands, enormous market, hearty demand and scorching competition in Chinese MT market. But market positioning of Chinese MT market is considerable mistiness, many Chinese MT enterprises do not have market segmentation and market positioning when designing product. Market positioning of Chinese MT market should follow difference principle, individuation principle and dynamic adjustment principle. Chinese MT enterprises can adopt following countermeasures in market positioning: design the product of vacant and possess demand in market and translate potential market demand into enterprise/s market of vendition, according to each segmentation market/s style and individuation, design products in order to meet different consumers/ demand, according to target consumers/ different demand design products, each kind MT should has inimitable notion.