| The simulation cellphone of 900MHz service has been run in China since the year 1987, in the past 20 years, mobile communication in China has made a rapid progress. It's reported, up to the end of August, 2005, the number of China's mobile users have already achieved to more than 372,776,000, making China the biggest mobile market of the world.After the entering into the mobile industry, ZTE Corporation do makes a great achievement, which has been growing up with the development of china telecom industry and now becomes the chief supplier of the telecom equipment in china. But comparing with the domestic or foreign suppliers of mobile phone, ZTE Corporation still has a long road to run just because of the disparity.In order to prepare for the analysis of market targeting and market positioning of ZTE Corporation, this thesis firstly analyzes its marketing environment and its opportunities and threats. And then through the analysis of the present ZTE mobile market positioning, brand strategy, channel strategy, product strategy and promotion strategy, we try to find the advantage and the main existing problems. Finally, applying the theory of the guide from 4C to 4P to the practice, we propose some corresponding suggestions for the improvement of the present ZTE mobile phone marketing strategy from the five different aspects, such as the brand strategy of being close to the customers, the channel strategy of being convenient for the customers' buying, the product strategy of creating the customers' needs, the price strategy of considering the customers' cost and the promotion strategy of easy communication for the customers.Through the coordination development of the brand of ZTE communication and ZTE mobile telephone, the dealer's binding sale, client's sale and corporation's self-build channel's sale, the R&D of products and marketing, the domestic and foreign market, the R&D technology of communication and mobile phone, we hope that ZTE Corporation can achieve a qualitative leap. |
PDF Full Text Request