The Research On The Market Strategy Of Ericsson China Company Under The Background Of Financial Crisis

Since it broke out in global financial crisis in 2008, the world’s economic growth of major economic entities has slowed down. This has brought a lot of adverse effects on the global telecommunications equipment manufacturing industry. The major telecommunications equipment manufacturer competitive situation also has changed significantly. Operators’investment will for network equipment continues to decline, so that the telecommunications equipment manufacturing industry development has entered into a winter season. At the same time, the Chinese government’s independent intellectual property rights policy has changed attitude toward old market rules in mobile communications industry. Telecom equipment manufacturers industry in China is gradually rising and changes the original competition situation. Now, China’s telecom equipment manufacturers industry is as a new force in the world’s telecommunications equipment manufacturing industry.Based on the actual development of domestic and foreign telecom equipment manufacturing industry and the market, Ericsson as a leader in the global telecommunications equipment manufacturer is facing intense pressures and challenges in how grasp the international and domestic markets, how to adjust business strategies to meet market demand and how to carry out business better in China.In this paper, we take Ericsson telecommunications equipment manufacturing companies which has an important influence in the world as an example, and take "the study of Ericsson’s marketing strategy in Chinese market under the financial crisis background" as the title. Based on that the world financial crisis affects on the communications industry, we carry out an analysis and use PEST analytical method and five forces model analytical method to study on Ericsson China’s external competitive environment and internal environmental factors. Finally, we get the results of Ericsson company competitive advantages and disadvantages in the Chinese market. According to the analysis results, we also put forward Ericsson China market strategy and related policy solution.