The Case On Marketing Strategies Of Harbin PHS

Since 1990s, with the enhancement of economic globalization trend, Chinese Tele-communication Industry has been integrated into the world communication market. And great challenge and development chance also came to Chinese Tele-communication Industry. To meet the needs of market development, Harbin CNC started to engage in PHS (Personal Hand-phone System) from the beginning in 2003, which brought the great growth of income. However, with several market strategy problems, the development speed of the PHS become slowly. To keep the satisfactory market of Harbin CNC must solve this matter.The case and its analysis are two main parts in the thesis. For the case in the thesis, main introduction are the reformation history and development of Harbin CNC, The marketing strategy development of PHS in different times, Existing problem, potential opportunity and challenge in the development of PHS. For the case analysis in the thesis, based on the basis of the case, with the methods such as value chain analysis and the marketing theory of 4P, 4C and 4R, several problems in price strategy, multi-channel, promotion strategy, and product strategy have been identified. The thesis also further root causes for those problems are lack of long term and entire program of marketing strategy and incomplete company marketing strategy system. Finally, based on the marketing theory of 4P, 4C and 4R in connection with current opportunity and challenge, the new optimized marketing strategy is proposed.