Abstract
In this paper, through the domestic mobile phone brand marketing strategy research,
expounded on China’s mobile phone market, status of market development (market size and
structure, market characteristics, etc.) and development trend of the mobile phone competition in
the market situation, competition pattern, consumer demand domestic and foreign mobile phone
manufacturers marketing strategy, a detailed analysis. As the carrier of sales conduct,the
Marketing Channel plays the essential role to consummate the launching of merchandise from
manufacturers into the market,which is pivotal and important for the overall development and
operation of enterprises.
This paper systematically put forward the domestic mobile phone brand marketing strategy;
and through the analysis of China’s mobile phone market, pointing out that domestic mobile
phone companies under the premise of ensuring the quality of products must be on the market
segments in order to differentiate their products based on differences in service into competition
cards close to consumer demand for domestic consumers, accurately grasp the customer fully
satisfied with the mobile phone consumer culture in order to remain invincible in the
competition; also pointed out that the strategic alliance is to enhance the capacity of domestic
mobile phone enterprises an important way of marketing.Finally,it hereby concludes the outlook
of the Chinahandset Marketing Channel in developing.
Key words : Mobile phones sales channels channel tactics channel innovation