Study On The Marketing Strategy Of Zhongxing Telecom Equipment Corporation

From the global economy development trend，this tough economic recovery ismainly reason of communication industry continues to weaken. The communicationequipment business faces the unprecedented grim situation while china’stelecommunication rapid development. In2012，China’s communication industry willstill maintain rapid growth，that opportunity not only appeared in the traditionalmarket，but also some emerging market opportunities are emerging to communicationequipment manufacturers，which need pay attention to changes in the market，graspthe market opportunities，actively participate in market competition，and adjustmarketing strategies to improve their core competitiveness.This paper analyzes the background of ZTE development，reviews on themarketing theory related in domestic and foreign. Then analyses the R&D ability andthe relations of cooperation innovation, market conditions and marketing managementsystem，customer distribution and consumption trends of ZTE, finding out theadvantages and disadvantages; and applied PEST analysis to describe the externalpolitical and economic，social and technological environment of communicationequipment industry, and research the characteristics of main competitors1productsand services in order to reveal the opportunities and threats of external marketingenvironment. This paper points out that the ZTE should focus on the public andprivate web services operations，carry out Standardized and differentiated productstrategy based on market demand，use Break-even pricing and competitive pricemethod，integrate direct sales and distribution，and increase advertising，marketingand senior public relations; At the same time，the ZTE should improve the team ofmarketing and system of marketing management, develop overall sales projectmanagement，set a strict business processes，strengthen the ability of resourcesintegration，so as to ensure the effective implementation of marketing strategy. Thispaper optimizing ZTE’s marketing strategy, which can improve, develop andstrengthen the competitive power of ZTE. These research conclusions can providesome referential ideas for marketing to Chinese communication equipmentmanufacturing industry.