The Research Of Motorola For Marketing Strategy In China

A marketing strategy is the marketing logic whereby the company hopes to achieveits marketing objectives. Marketing Mix is an important component of marketing strategy, one of the major concepts in modern marketing. Marketing Mixis a set of controllable, tactical marketing tools that the firm blends to produce theresponse it wants in the target market. The Marketing Mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as the 4Ps: product, price, place and promotion. The reasonable Marketing Mix constitutes the company's tactical tool kit for establishing strong positioning in target markets.This thesis is based on the understanding of 4Ps Marketing Mix and its impact on the further development of Chinese mobile phone industry, arriy out the analysis on market competitive model and four aspects ranging from product, price, distribution and promotion to disclose the market strategies in mobile phones for Motorola in 2007 to furnish my suggests for internal company.This thesis includes five chapters. Chapter I gives an introduction of background information about this thesis. Chapter II gives a brief introduction about the theory of 4Ps marketing Mix. Chapter III analyzes the current strategies of 4Ps Marketing Mix for different competition brands by introduction the development about China mobile phone industry. Chapter IV introduces the history of Motorola and analyzes Motorola's 4Ps Marketing Mix under Chinese marketing environment and its issue. Chapter V offers the advices to Motorola and implications of Motorola's successful 4Ps Marketing Mix to Chinese mobile phone industry.