The Marketing Strategy Research On Alcatel Mobilephone In Shandong Market

The development of Chinese mobile phone market experienced several stages. At first, foreign competitors occupied most of the Chinese market; then half of the Chinese market was took over by domestic manufacturer; at this time the sales of the Chinese mobile phone was decreased rapidly. Although Chinese mobile phone manufacturers want to change this kind of situation, but lack of technical research is their biggest bottleneck. On the other hand, foreign competitors such as Alcatel really want to build an effective marketing strategy in china. So the most famous manufacturer TCL merged with France manufacturer Alcatel is the best choice for them, for it can integrate their advantages The paper focus on Shangdong market.The beginning of the text is describe the related concept of the marketing.Immediately ,I carried on the overview to the modern popular classic marketing theories,such as the difference turns marketing theories, service marketing theories, the relation marketing theories and so on.It provided the theories foundation for the establishment of follow-up marketing strategy.After that, I carry on the analysis to the present condition of the domestic and international market and the competition structure,particularly the market of Shandong.I make use of the SWOT analysis method got the advantage and the predicament that the Alcatel will face at the market of Shandong.According to these analytical, I make use of the experience of many years, from the distribution, terminal and promoted sales to draw up a set of marketing strategy very practical for the Alcatel. I hope this text can provide the beneficial reference for other related business enterprises when they draw up the marketing strategy.