| I am a core network market manager in a foreign telecommunication equipment company. Because of the well-known reasons, this company is called Company N in this paper. I wrote this paper with the theory of the MBA, which I studied in the past, and my work experience. This paper analyzes the Chinese mobile communication market and the marketing strategy of Company N. The objective is to check the result of my study, to give a guide on the current marketing work, and to find the marketing strategic rules.This paper integrates theory with practice. The applied theories are the following ones: management theory, marketing theory, competitive strategy and relationship marketing theory. The material is mainly from the files of Company N, the record of the talking with the related managers, the public statistical information of the China mobile communication market, and the public information on the competitors of Company N. After studying the material, I summarized the Chinese mobile communication equipment marketing rules, and tried to apply the rules to the marketing work.In Chapter 1, this paper briefs Company N and tells the reason why to choose Company N.Company N is the world leader in mobile communications. Since the Open and Reform Policy in China, Company N is committed to long-term development and preferred partnership in China. With innovative technology, Company N has continuously strengthened its market position in China as a leading supplier of mobile and broadband network systems and mobile phones. China is Company N's second largest market. The company's investment in China has reached US$ 1.7 billion. Company N has established more than twenty offices, eight joint ventures and two R&D centers, with over 5,000 employees in China. There are two reasons to choose Company N: 1. Company N could be a successful reference. 2. There are a lot of lessons during Company N reach the No. 2 position from zero in China.Among chapter two, this paper have explained two characteristics of the market of the Chinese mobile communication equipment, industry's markets and buyer's markets, based on brief analysis to Chinese mobile communication equipment market.The Chinese mobile" communication equipment market is one of the largest communication equipment markets in the world. Because of mobile communication technology of maturity that uses in the world extensively, it makes many international mobile communication manufacturers to compete against each other. In addition domestic producer in recent years, such as Huawei, Datang, Zhongxing etc. fast emergence of resurgence. It makes the competition between the manufacturers fierce day by day. The current situation of the market determines the capacity and characteristic of the Chinese mobile communication equipment nature. The nature of the market of the Chinese mobile communication equipment is industry's market. Because the market scale shrinks at present, increased competition and reason of waiting a moment of joining of the domestic producer, Chinese mobile communication equipment market has already become the market that the buyer occupied a leading position.Among chapter three, it discusses how Company N enter Chinese mobile communication equipment market in 1993, and analyzes Company N faced the opportunity and challenge faced at that time. The first question is how to choose a goal customer. Company N determined China Mobile as a goal customer, and confirm the principle how to choose China Unicom as the customer. Later, Company N build the relationship with Ministry of Posts and Telecommunications, made the license of network equipment, sign the contract with the important customer in principle, adopted the joint-venture entry strategy to enter the Chinese market finally.In chapter four, it analyzes the marketing of the relationship of Company N, and considers that the relation marketing is important on the industry's market. Because the mobile communication marketis an industry market, and customer relationship plays an important role in the... |
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