Study Of Brands Strategy In China Mobile Phone Market

In the beginning, the entire market of Chinese mobile telephone was occupied by the foreign companies. This phase has continued over ten years until the beginning of 1999, when some homebred brands entered the mobile phone market in succession. After five years, the homebred brands formed a certain scale. While at the same time, certain homebred brands have entered the international market, making their brands globalized. However, there are a number of potential threats in the development of homebred mobile phone brands, such as the inadequate producing power, the lack of the core technology. All these problems due to be solved urgently.Thus, taking the three successful homebred mobile phone brands, Amoi, TCL, Bird, as the research objects, through researching the individual cases of the three and comparing them with Motorola, the leading brand in the mobile phone field, in this article I try to analyze the successful management ways of the homebred mobile phone, as well as to seek out the distance between the homebred brands and the international brands, and to propose the constructive suggestion for the management of homebred mobile phone.This article is composed of five parts: The first part is the preface of this article. The second part is analysis of the research background. The third part is the complicated account on a part of the literature and the base of the theses research. The brand managing literature and the theses research fruit which are relative to this article are mainly concluded in this part, providing as the theses proof for the analysis and research in this article. The fourth part is the fix of the research objects and methods, and the analysis and the discussion of the cases. The last part is the overall conclusion for the main points appeared in this article, and the suggestion proposed for the management of the homebred mobile phone brands.