The Research About Domestic Mobile Marketing Strategies Based On Consumer Purchase Behavior

In 2009, China's mobile phone users reached 747 million, a penetration rate over 50%. Domestic brands only shared less than 40% market while major international brands shared more than 60% market share. Domestic mobile phone manufactures after a long period of development, have made some progress, but there are still many gaps in technology, research and development, design and branding compare to international brands. The technological upgrading of 3G technology has also brought profound changes to the pattern of the mobile phone market. In the face of competitive pressure from international brands, how do domestic brands to achieve a breakthrough, seizing this rare opportunity of development and market competition in the future?Domestic mobile phone manufactures in the market eventually faced with the consumer, so the only way to gain market is to meet the consumer demands. Based on a analysis of consumer purchase behavior patterns in the domestic mobile phone market, this paper divided the market into four segments, and analyzed the advantages and disadvantages of each market segments, and then discussed how to select market segments and how to take appropriate marketing strategies to gain more competitive advantage.Full-text is divided into six parts:Chapterâ… :Introduction. This section focused on significance of the topics and the background of this article and defined the main concepts. It put forward the main method of research and a brief presentation of the innovative points of this paper.Chapterâ…¡:Literature Review. This chapter summarized literature on consumer purchase behavior and the factors that influence consumer purchase behavior.Chapterâ…¢:The history of domestic mobile market development and current conditions. Domestic mobile phone market has 20 years of development history, this development process can be divided into several stages and each stage has a distinct character. Based on the analysis of history, it analyzed the current situation of China's mobile phone market and made a comparative analysis on the production and sales of China's mobile phone market in a period of time.Chapterâ…£:Questionnaire design and analysis. Based on consumer purchase behavior at all stages, I designed a questionnaire and made a survey results analysis.Chapterâ…¤:Consumer behavior analysis and SWOT analysis. This chapter applied a detailed analysis of consumer behavior of the domestic mobile phone market, and on this basis, made a SWOT analysis of domestic brands under the current market situation. This chapter is designed to analyze the domestic brands how to select market segments and marketing strategies.Chapterâ…¥:The suggestion of how Domestic mobile phone manufacturer to select market segments and marketing strategy. This chapter is the focus of this article, Based on present China's mobile phone consumer market segments, it did a detailed analysis of the main features of the various market segments, and then proposed how to effectively conduct domestic brand market segment selection and marketing strategic choice. And analyzed the emergence of cottage machine phone and gave effective guidance and specifications to this group.