The Strategic Research Of China Mobile Terminal Customization On Shenyang Market

With the advent of globalization and integration of world economy, the competition among enterprises is increasingly fierce and enterprise marketing tactics is playing an important role. How to carry out the different marketing tactics have a direct influence to evade the pressure coming from the opponents'cost leadership, consequently realizing the maximization of resources effectiveness. So mapping your marketing tactics is an important approach of enterprise development.Nowadays, the structure of the domestic customization terminal product has experienced great changes. Although China mobile still occupy the leading edge in three the operators, a variety of uncertainty factors are also growing. Facing the constantly changing external environment, Shenyang Mobile Communications Corporation of Liaoning limited company which belongs to China mobile communications group (Hereafter Shenyang Mobile Communications Corporation) needs offer a set of effective marketing strategy of terminal product in order to promote the value of the product, get rid of homogeneity development mode and build the enterprise core competitive ability. It is a focal point of this study.This study aimed at the actual operating situation on customization terminal products of Shenyang Mobile Communications Corporation, and it analyses the products of internal and external environment. At last, it pointed out the basic content of the marketing strategy about the company customization terminal product. The text structure chapters are arranged as following: The introduction of this paper described background, significance, the content of the research and the structure of the research. The first part mainly introduced the basic situation of the company. It includes the structure of the company organization and the current situation of human resource and so on. The second part analyzes the external environment of the products and the internal condition of Shenyang Mobile Communications Corporation. The third part analyses the reasons about the behavior of consumers purchasing terminal products. The fourth part describes the ideas of the marketing strategy formulation about the terminal product of Shenyang Mobile Communications Corporation. This part of the article indicates the basic content of its marketing strategy implementation. The fifth part is about the security for the implementation of the company marketing strategy. This section is separated from three parts to ensure the effective implementation of the marketing strategy. They are the perfecting incentive mechanism, optimizing structure of organization and fostering excellent enterprise culture. The conclusion part summarizes conclusion of the study and the shortcomings of the research.