Huawei 3G Cell Phone's Marketing Strategy Research In Shenzhen

With the 3G technology mature and the test network construction, 3G is getting closer and closer to us. It is estimated that China will build 3G network in 2008, and the mobile communication will go into the 3G era. 3G cell phone will not just be the cell phone of thetradition, it may also be a computer, a TV, a game console, a MP3 and DVD......Perhaps it isalso an ornament. 3G cellphone's marketing characteristics, such as consumer behavior, are vastly different with 2G/2.5G cellphone, which will bring about profound changes in the cell phone market. This gives Huawei, the cell phone market latecomer, opportunities. Huawei will enter the 3G cell phone market taking full advantage of the close relationship with the mobile operators and its good R&D ability.Taking ShenZhen City as an example, the Huawei 3G cell phone marketing strategy has been systematically studied and analyzed. Firstly, ShenZhen's macro-environment and micro-environment have been studied and analyzed, including the population and cultural environment, economic environment, technology environment, policy environment, mobile operators, 3G major cell phone brands, 3G consumer purchasing behavior, etc. Then proceed to market segmentation, select target market and market positioning based on the segmentation. In the further analysis of the internal environment, Huawei's strengths, weaknesses, opportunities and threats are clarified, and a competitive strategy is made. On the basis of the above analysis and combined with 4Ps marketing theory, the product, pricing, distribution, place marketing strategy have been designed. This study will help Huawei to know how to make the 3G marketing strategy in ShenZhen, and it also can be refered by other 3G cell phone makers to develop their marketing strategy in 3G era.