Research On Marketing Strategy Of ZTE Company

Today's society,economic development has presented the trend of globalization,the economic interests relationship between countries and countries increasingly close,for industry,internationalization has become the inevitable trend of development.The development of China's telecommunications industry is very fast,headed by "big China" four communications equipment manufacturers,in a sense,represents the whole telecom industry in our country,are faced with many difficulties.In 2017,China's telecom industry will still be able to keep a larger growth,in ZTE corporation,the mature European and American market business is relatively stable,but in some emerging markets,such as Africa,Asia and other regions to the rapid growth of the business for ZTE company,in the current economic environment on a downward environment,how to buck the trend development,adjust the marketing strategy to maintain a high market share,is a question worth thinking about.Structure is presented in this paper first analyzes the development background of ZTE corporation,for the marketing communications industry both at home and abroad research achievements,and expansion are reviewed,and then put forward in this paper,the research route map and architecture.On the research methods,this paper USES the PEST analysis of ZTE company for strategic analysis,analyzed the external macro environment of ZTE corporation,social and technological environment,analyses the ZTE company facing the opportunities and threats in the marketing,through to the ZTE company marketing theoretical research,put forward the ZTE should take the market marketing strategy,such as ZTE company should be based on market demand different differentiated product strategy,profit and loss balance associated with competitive pricing method,in the construction of marketing channels,should take the combination of direct sales and distribution strategy;At the same time,we should increase the company's sales team construction,expand the sales project management system and so on,and only integrate the marketing resources of the whole company,so that the company can achieve the sales target smoothly.The innovation of this article is about ZTE company marketing strategy for further optimization design,through the original sales plan,on the basis of the use of new ideas,new concepts,in the process of actual sales,also has obtained the good effect,for our country's marketing communication manufacturing industry,provides can draw lessons from the experience.