Research On Marketing Strategy Of ZTE 's Innovative Products

ICT (Information & Communication Technology) industry is the convergence of the CT (Communications Technology) and IT (Information Technology) industry. Despite the size of ICT is already very large, the industry keeps growing rapidly and quicker than the growth of the global economic. With the rapid development of the ICT industry, the ecosystem within the industry is rapidly changing. Seemingly stable ecosystem is constantly being challenged. The traditional industry is facing strong pressure for transformation. Telecom industry is facing the same situation-the impact of the Internet has caused a decline in profits in telecom operators, and the competition within communications equipment manufacturers becoming intense. Although ZTE is already ranked in Top5 telecommunications equipment manufacturer, but affected by the economic environment and other factors, operating income and profits went down in recent years. To adapt the change, ZTE planned a family-oriented market innovative products ezHome. In view of the target market selection and innovative product form, we need to study how this product to compete in the market, to explore their competitive advantage through effective marketing strategies to guarantee the success in the market.About research methods, PEST is used for environment analysis. We know the policy supports broadband network construction around the world. It is conducive for ezHome deployment. Competitive strategy selection according to five forces model analysis shows ezHome is suitable for differentiation strategy. Facing the competitors in the market, SWOT is used to develop competitive strategy. The key is to launch ezHome as soon as possible in order to stay competitive advantage. On the basis of competitive strategy analysis above, use STP for segmentation, selecting target customers and market positioning for ezHome, namely home broadband network controller. Based on ezHome’s characteristics in Internet mobile application,4P strategies are described.ezHome as ZTE family-oriented services market innovative products, facing many unprecedented challenges. The technical accumulation in telecom industry contributes to non-operator market, while ambitious domestic market outlook also provides a powerful guarantee for future success confidence. Through the study for innovative products ezHome, ZTE will learn the experience in the transformation to the information technology industry. Also it’s a meaningful discussion for other innovative products marketing.