Analysis On Failure And Success Of 2nd-Tier-Brand Mobile Phone Enterprises

China mobile phone market has entered a fully competitive mature industry stage from a monopoly era by Motorola 2 decades ago to a free competition market among nearly 90 brands today. How should a 2^nd tier brand, when facing pressures from 3rd tier brands and being lagged behind by 1st tier brands, make decision in the crisis of shrinking market share?This study focuses on 2^nd tier brands on this market. I firstly introduced development, current industry status and the latest competition situation of domestic mobile phone market in order to provide an understanding of situation and crisis what 2^nd tier brands are facing; secondly I forecasted industrial trends and analyzed impacts on 2^nd tier brands by industry internal factors through Porter 5 Forces Theory. In the conclusion part, basing on lessons from failure and successful cases study, I made suggestions to 2^nd tier brands.