Comparative Analysis Of Samsung And Nokia’s Market Strategy And Enlightenment To Domestic Mobile Phone Manufacturers

The whole society have been accessing to the age of Internet, creating the explosivegrowth of smart phone, as a result, not only supplying the global mobile phone makerswith opportunities, also stimulating domestic economic growth.Samsung proceeded withthe market share, beyond Nokia for the first time in2012.Samsung’s role has changedfrom the “catch-up” to the “leader”. Pursuing innovation,and everything guided by thedemands of consumers, is the fundamental reason for the success of Samsung. The maincreative characteristics of Samsung contain long-term technical accumulation, focus onthe core and key technology innovation, widely product line, process innovation andspeed. The innovation support conditions mainly cover company culture and leadership,outstanding research and development elite, global r&d network,and high r&d spending.In the digital age, as the era of “speed is everything”, it not only requires theenterprise to have new ideas, but also to be implemented quickly.Nokia has formed the internal problems for a long time, which are undisciplined,complacent and bureaucratic. Nokia is actively adjusting their development strategy tostrive to make themself close to the Internet, seizing the opportunity of strategictransformation to conform to the trend of the social change.In China, mobile phones have been from luxury to ordinary consuming goods,whichis not only just a simple technical equipment, also a kind of social commodity. Its useoften reflects social category or the differences of social economic group, restricted bythe social economic foundation and social structure, shaping a new behavior patterns.Domestic manufacturers are lack of high-end products, low contribution rate ofproduct, insufficient competitiveness, and descending value of the brand. Nowadays, it ismore and more important to meet consumers’ demands and to improve customers’experience, which is the IT company prospective direction. So if the domestic mobilephone want to have a place in the fierce competition in the market, it is imperative todifferentiating to win a broader space for development.