Zte's Cdma Product Marketing Strategy

This dissertation presents a set of marketing strategies for the CDMA business unit of ZTE. These strategies are established based on the company background, CDMA product characteristics, and general marketing theory and concept. This dissertation analyzes the weaknesses in the company' s current marketing strategies, and provides an improved systematic marketing plan based on the differential competition theory, the 6Ps theory, and the author's detailed analysis of each market sector of the company' s products, prices, distribution channels, promotion methods, management structure and the public relation policy.Based on the 21st century marketing trend - correlation theory of relationship-marketing and combining the customer relationship management, database marketing and internal marketing, this dissertation presents author's suggestions on how to conduct relationship-marketing for the above business unit. Among the suggestions, the following two are emphasized: First, gradually promoting "one-to-one marketing" with the establishment and analysis of the customer database, and expanding customer relationship and customer value through customer relationship management to obtain unparalleled competitive advantages; secondly, organizing the human resources from the marketing stand point by applying company's outside marketing means to its internal marketing, and improving the company employees' quality through the inside marketing.