Gionee Phones In Anhui Market Marketing Strategy Research

The "11th Five-year" is a booming period of the mobile communication industry in China. A number of remarkable achievements had drawn the attention of all over the world. Now China has become the world’s largest mobile phone producer and consumer markets. With the rapid development of mobile internet technology, as well as the upgrading of mobile phone hardware technology, the mobile communication terminal device-mobile phone had developed many new products.They are designed to have larger screens and smarter operation systems.In China’s mobile phone market,the multinational mobile phone manufacturers had launched innovative smart mobile phone products to attract more and more consumers, but also created a growing market. At present, the Chinese mobile phone market is dominated by the well-known foreign brands, such as Apple, Samsung, Nokia and so on. The domestic mobile phone companies are in the subordinate position.The domestic mobile phone brands have a big gap from the brand awareness to the profitability compared with foreign brands, because of the lack of technology and operation ability.The study object of this thesis is Gionee Mobile Anhui Sales Company. Literature analysis, interview method and case study method were applied to analyzing inside and outside environment of Gionee Mobile, according to which marketing strategies were proposed.The research methods are mainly based on the qualitative analysis, with the quantitative analysis as supplement. Using some theories such as Porter’s five forces model,4P marketing strategy,4C marketing strategies as analysis tools.The study focuses are about Gionee Mobile Company’s internal environment, external environment and marketing strategies. By these we could sum up the experience and innovative ideas in Gionee Mobile’s sales process,and explore its problems and inadequacies. Constructive suggestions are provided in the end.The results of this study can be used as a reference for Gionee Mobile in formulating marketing strategy,and for other domestic mobile phone manufacturers and dealers.It can also be used as a marketing strategy case to analyze,to pave the way for a follow-up study.