The Success Of Nokia's Marketing Mix In China And Implications To Chinese Mobile Phone Industry

A marketing strategy is the marketing logic whereby the company hopes to achieve its marketing objectives. Marketing Mix is an important component of marketing strategy which includes special strategies for target markets, positioning, the marketing mix and marketing expenditure levels. Once the company has decided on its overall competitive marketing strategy, it is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing. Marketing Mix is a set of controllable, tactical marketing tools that the firm blends to produce the response 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. 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 problems of 4Ps Marketing Mix about Chinese mobile phone industry. Chapter IV introduces the history of Nokia and analyzes Nokia's successful 4Ps Marketing Mix under Chinese marketing environment. Chapter V analyzes the implications of Nokia's successful 4Ps Marketing Mix to Chinese mobile phone industry.