The Rearch Of Ericsson China Marketing Strategy

Chinese telecom industry has emerged with enormous changes in recent years. The changes are mainly taking place in the following areas: firstly, mobile telecommunication has become the most important area of telecom industry as the results of globalization; secondly, Chinese government has decided to establish a firm stand on intellectual property, which lead to policy changing in the competition area; thirdly, the long-run monopoly status of Chinese telecom industry has changed, which gives a new look of the whole market; lastly, flatten world increases the spreading speed of technology, Chinese vendors become the great power to the market. Ericsson China is one of the first foreign telecom equipment providers had business in China, it is necessary to take a refresh observation on the changes in this business.This article was based on PETS and Five-Force methods to analysis the external conditions for Ericsson China Business, including the discussion of Chinese Mobile Operator's bargain power, Ericsson China's competition status, alternative solutions and new comer analysis. Then use IFAS and EFAS to conclude Ericsson China's SWOT matrix. Also, game theory, case study and market forecast methods are adopted to give out practical suggestions at the end.During the process of writing this article, my mentor, professor Tang Zongming from Antai Business School gave me a lot of helpful instructions,those instructions were from the theory to case study, covering every area of this study. Her enthusiastic guidance expanded my vision and I might not be able to achieve this without her. I would devote this article to her as my most sincere grace.