Study On Marketing Strategy Of Baicheng Mobile TD Intelligent Mobile Phone

In3G era, mobile communication market is highly competitive. Mobilecommunication operators gradually focus on the development of3G client, expectingto have more3G market share, gaining a leading position in the market.The issuance of3G licenses grants three operators different3G network standardlicense, therefore, the competition of gaining more3G customers has been graduallyevolved to the competition of different3G terminal equipment. At the same time,along with the widely use of smart phone, the sales of the smart phone directlyreflects the position that who would win more customers in the competitive market.Therefore, the research on the sales of smart phone is very meaningful in practice.We studied the problems that encountered in the sales of TD smart phone inBaicheng Mobile Corporation with relevant working process, and point out marketingsuggestion to improve the work. In the case analysis, we introduced the firstlyintroduces the development of China mobile communication group Jilin limitedcompany Baicheng subsidiary company and its TD smart phone service, thenelaborates current operation status of TD smart phone, summed up the marketingproblem that needs to be solved in the sales of TD smart phone in Baicheng MobileCorporation.In the part of case study, we conduct the analysis in details with solid marketingknowledge. First of all, we analyzed the macro sales environment by PEST theorymodel that Baicheng Mobile Corporation is facing to. Secondly, an analysis based onthe micro sales environment is described, which includs the marketing demand andthe customer demand and a study through the Potter’s five forces model to thecompetitive environment in the industry. Furthermore, we analyzed the competition strength of Baicheng Mobile Corporation via SWOT model and points out theopportunity and challenge that the company is facing. At last, through the analysis of4P marketing theory, we comment on marketing channel strategy, pricing strategy,promotion strategy, in the sales of TD smart phone for Baicheng Mobile Corporation.In conclusion, the author thinks that all the sub branches should put good efforton the sales of TD smart phones, and focus on the integration of industry chainupstream and downstream resources with the value of consumption experience; mustcombine social channels and free channel to achieve win-win situation; we must alsochange marketing concept to highlight the different marketing points for TD mobilephone marketing. The author hopes that this paper would be a good reference to thesales of TD smart phone for the local branch of China mobile.