A Research On The Marketing Strategy Of Samsung CDMA Mobile Phone Business In Liao Ning Province

With the competition became fierce increasing in the mobile phone market, mobile phone manufacturers are actively exploring more effective marketing strategies to ensure their own competition location. In this industry which product update rate fast, the destruction innovation is frequent, what kinds of marketing strategy is effective is what every mobile phone manufacturer is eager to explore.This research studied the market strategies of Samsung CDMA mobile phone business in Liaoning Province under this background. The main problems are the analyzing which can we benefit from the past marketing strategies in Samsung mobile phones, which need to be of adjusted, as well as how to adjust under current envrionment.To do so, this research first analyzed the market environment of Samsung CDMA mobile phone business in Liaoning Province from three aspects, they are macro, micro and competition analysis; then combined with Samsung's corporate status, identified the strengths, weaknesses, opportunities and threats of Samsung CDMA mobile phone; after that, this research proposed the combination marketing strategies of Samsung's CDMA in Liaoning Province.This research think that the overall market segmentation, target market selection and positioning strategy of Samsung CDMA mobile phones in Liaoning Province should be consistent with the Samsung Corporation, continue to select the high road, capture high-end market through design innovation, so maintain the consistent high-end image positioning. However, Samsung CDMA mobile phones in Liaoning Province should summerise shortcomings and deficiencies of the Samsung Corporate, then combined with its own business environment to propose the appropriate specific product, pricing, channel, promotion strategies. Specifically, this research proposed the following combination marketing strategies:About product strategy, Samsung CDMA mobile phones in Liaoning Province should focus on the expression and improvement of the functions of business and entertainment, focuson product appearance and some details design, such as battery life, waterproof and dustproof and so on, what's more, need to shorten the development cycle.About price strategy, this resreach think Samsung CDMA mobile phones in Liaoning Province should give up the in mid-skimming strategy, rather to choose the principle of consensus. At the same time, it should adjust be pricements based on product life cycle.About the channel strategy, this research suggests that Samsung CDMA mobile phones in Liaoning Province could add direct sales, network marketing and home appliance chain stores or mobile phone's sell field to make up for the drawbacks of existing channel.About promotion strategy, this research suggests that Samsung CDMA mobile phones in Liaoning Province should take full advantage of the unique advantages of Liaoning Province, focusing on sports marketing and cultural marketing.