Chinas mobile phone market brand research.docVIP

 PAGE \* MERGEFORMAT 58 China’s mobile phone market brand research Introduction: the beginning of 1987, China’s mobile phone market size from small to large, mobile phone number of brands from as little more than domestic mobile phone strength from weak to strong, experienced many market changes and the evolution of the brand. This paper seeks to brand the mobile phone market by analyzing the status quo, look for the core elements of brand building impact, and pointed out that China’s mobile phone brand development direction. 1, brand position description 1, the brand development process In 1987, officially opened in Guangdong, cellular mobile communication services, from China began to enter the mobile communication era, also marked a huge mobile phone markets open. ‘City, the first king of changing flags’, as the mobile phone market continues to expand consumer demand and market competition, the intensity is increasing, China’s mobile phone market, the pattern of development of the brand has already had tremendous changes, from the development point of view, the main experienced the following stages: The first phase, Motorola, a single show. 1994,1995 years ago, Motorola in China, pager market with the influence of the first to enter the Chinese mobile phone market at that time, China imported almost all of Motorola’s mobile communication device of equipment, this period, Motorola dominate the Chinese market, market share of 80% or more. Motorola at the time mainly ‘professional, high-tech’ image appears, its marketing chief selling point was focused on advanced technology and high-tech convenience of living brought about by an attempt to establish industry standards, and the brand itself is defined as the industry spokesperson. The second phase, Motorola, Ericsson and Nokia, the Three Kingdoms. Between 1996 to 2000, the mobile phone market has been Motorola, Ericsson, Nokia’s three brands in the competition. Ericsson and Nokia to enter the Chinese m