The Marketing Strategy Research Of Zhongmu YF Communication Company

With the development of the economy, the living standard of the society is under a constant improvement, and the number of cell-phone user is rising accordingly. The latest statistics shows that, up till the end of January,2014, there have been1.235billion cell-phone users in China. Even though the scale of Chinese cell-phone market is on a rapid expansion, with the competition in cell-phone market getting more intensive, the means of competition, service and product of the competitors are moving towards a convergence. Thus, the consumption mentality, trait and pattern of the existing consumers will be greatly influenced by the revolution of the industrial environment. Consumers will become more and more ration, with higher and higher demand towards the service. Although Zhongmu YF Communication Company has gained a firm foothold, established its own operating mechanism, and taken some marketing measures, it is difficult for Zhongmu YF Communication Company to meet the challenges of the future market competition with imperfect management tools and methods. As one of the small and medium-sized enterprises, it is important for Zhongmu YF Communication Company to figure out the proper marketing strategies to ensure a leading position in Zhongmu cell-phone market, as well as expand the market share.Under such circumstances, the paper firstly analyses the development background of Zhongmu YF Communication Company, and proposed the research approach and technical route. Secondly, this paper employed PEST analysis to analyze the external environment of Zhongmu YF Communication Company from the perspective of political, economic, social, cultural and technological, and analyzed the micro environment from the perspective of provider, competitor, consumer, potential entrant and substitute. Basing on these, this paper further discussed on the existing problems of Zhongmu YF Communication Company at adopting the marketing strategies in cell-phone market. Then, improvement of the company’s strategies is provided, contra-posing the problems, and it’s also pointed out that the leading position should be gained through improving product strategy, developing effective strategies, expanding sales channels, marketing strategies to facilitate customer communication as well as providing differentiated services.This paper also proposed policy suggestions from the perspective of improving the institution, incentive mechanism, encouraging innovation and established the information feedback mechanism in the end basing on the practical situation of YF Communication Company, to ensure the implementation of proper marketing strategies.In summary, this paper employed specialized analysis and included the practical case of YF Communication Company, in hope of offering helpful suggestion to the implement of marketing strategy. The improving marketing strategy can help YF Communication Company with market positioning in the fierce competition, providing differentiated product and service to consumers to meet with their increasingly diverse demand, in order to expand the market share and ensure a winning position in the cell-phone market.