The Research On Innofidei Inc. Marketing Strategies

With the progress gained of the state policy of tri-network integration, the development of mobile internet industry and the related telecommunication technologies, and the upgrade of mobile terminal products, mobile terminal chip industry, an upriver and core industry in the industry chain, plays an increasingly important role. Currently, mobile telecommunication and mobile internet are two most promising industries worldwide with the fastest development speed and the greatest marketing potential. Moreover,mobile internet has been listed as one of the six new state strategic industries. By June, 2010, China ranked number one in terms of the number of internet users and mobile internet user .It had 420 millions of internet users among the world's 1000 millions of internet users and had 277 millions of mobile internet users among world's 4400 millions of mobile internet users. With the new generation of mobile network getting maturer and maturer, mobile internet is playing an increasingly important role in various aspects of daily life; and mobile internet applications are evolving at astonishing speeds, such as short message, figure/ring tone downloading, music, cell phone game, video, cell phone bank, position service, and so on. In response to the development of terminal applications, user experience becomes the key to the industry development, which requires that TD-LTE baseband terminal chip and application processing chip be the base of the industry. Innofidei Inc., a Chinese company founded at the time when telecommunication and IT industries are at their high and with the research and development of telecommunication terminal chip as its core business, is dedicated itself to the research and design of core chips that can provide multiple functions at low power consumption. Since its establishment, Innofidei has released multiple CMMB mobile TV receiver chips and the world's first TD-LTE baseband terminal chip; and the design of its mobile internet application processing chip is in progress. This paper analyzes the telecommunication industrial environment (including the features of the CMMB industry, mobile internet industry, and TD-LTE industry). The SWOT analysis to Innofidei further analyzes and researches the advantages, disadvantages, and the external competitive environment. It also clarifies the core competence, opportunities, and threatens of the industry. Based on the strategic management theory and enterprise growth theory, this paper analyzes sales and strategic positioning, lists the related problems and gives the suggestions to address the problems.This paper comprises five chapters. Chapter one gives overview information and the research principle. Chapter two analyzes the internal and external environments of Innofidei and the key factors of mobile internet, TD-LTE, and CMMB industries. This chapter also gives a study on the industry structure using related theories and the industry analyzing method, describes enterprise strategic management methods and enterprise strategic development positioning with the state of the industry chain where Innofidei resides as a reference. This chapter also analyzes the advantages, disadvantages, and the external environment of Innofidei using the SWOT method. Chapter three analyzes the internal management workflow, product line, and sales of Innofidei; describes the ways to implement Innofidei's strategies. Chapter four gives ways for enterprises to implement strategy management and gives ways for keeping competitive advantages by analyzing enterprise culture and enterprise organization. Chapter five concludes the paper and gives the trends of enterprise evolution.