The Marketing Strategy Research On ZTE's Digital Products

With the sharp development of Global digital communication products, ZTE's digital products, which is one of the most important strategic products in ZTE don't get the expected market share after about ten-year development, especially compared with our competitor Huawei. There are quite a broad gap in brand well-know, market share ratio, price competition, products competition, channel development and so on. ZTE faces a serious market situation. It is extremely important for ZTE to make a new marketing strategy based on the thorough analyze of existing market competition. In the article, the author analyzes the marketing strategy environments of ZTE's communications product firstly, then gets the result that ZTE faces opportunities and menaces in external marketing strategy environment based on the analyze of digital network products line's outside environment such as macroeconomic environments, products line competition situation, market demand analyze and forecast, SWOT matrix etc. And then the author analyzes ZTE internal environment i.e corporation's general situation and marketing, and perspective the advantage and disadvantage of its communications products. Finally the author thinks ZTE faces not only hard-won opportunities but also serious menace. Combined with the above analyze and detail market target choosing, the author do the market orientation of ZTE's communications products and finds a suitable solution on the product strategy, price strategy, channel strategy and promotion strategy. In the paper, the author chooses scientific method, which gets more cohesion within theoretical and practical insights and combines quantitative analysis and qualitative analysis, to analyze and solve practical problems based on the application of management theory. The research method shows more pertinence and practicability. The research result will offer valuable reference to marketing strategy's institute and digital product's development.