The Study Of Marketing And Service Strategy Of Mobile Phones Made In China

At present, the issues have constrained the development of the domestic enterprise of mobile phones which are the low core technology, low brand reputation, high percentage of mobile phones sent back for repairing, high inventories and so on. Coupled with powerful offensive of foreign brands and more mature experiences of costumer, the enterprises of Chinese mobile phones develop in the difficult cracks. This study has investigated a large number of industry data and analysis of cases, and considers that domestic market of mobile phones is in the condition of more competitive in the homogenization of the environment. The survival of "managing products" and "managing brands" is narrow step by step. Only "managing customers" can make enterprises win through the marketing efforts and methods.To create a distinct marketing strategy of mobile phone service is effective means to improve the effective core competitiveness in domestic manufacturers, especially today in the homogenization of the product, customer's buying behavior is to be affected by comprehensive strength of core products, such as brand, quality, price, services, function, image and so on, enterprises not only to satisfy customer, but also to please the customer, to impress customers, and to make full use of the greatest effect of customers' spreading of public praise.It has a natural link between brand of Mobile phone service and the brand of mobile phone. Creating a distinct brand of mobile phone service, can not only improve customer's satisfaction and loyalty, more importantly, it makes an enhanced effect to upgrade ideas of domestic brand of mobile phone and core values of brands.Marketing strategy of services: sets a good reputation of enterprises, retains the original customers and attracts new customers through experience of real service for customer and spreading of public praise. So it greatly cuts down the cost of customer transaction and enables enterprises to maintain and to develop the huge consumer groups with customer loyalty. The most important resources for enterprises are market and customers. The establishment of the customer's loyalty to enterprise requires companies to considerate the idea of business from the customer's point of view, to meet the needs of customers, and to create a recognized brand-name enterprise for consumer, so that customer expectation will be highly satisfied. It is the only way to create customer's loyalty. Customer's loyalty of enterprise not only maintains the stability the present customers, but also attracts more potential customers.To build the marketing services, Chinese consumer-oriented mobile phone enterprises should take the market as the centre. They will get more of the core competitive advantages. By the establishments of modern information system of customer services, enterprises listen to the voices of customers to improve the level of research and development of Chinese mobile phones. They produce more mobile phones suitable to the Chinese. It will win more consumers' preference and increase the market share of domestic mobile phones. It will have a significant and far-reaching significance.