TCL通讯全球营销战略研究-工商管理专业论文.docxVIP

华中科技大学硕士学位论文 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract With the sharp development of global mobile phone market and great increase in mobile phone subscribers, great changes have taken place among mobile phone manufacturers. Nokia, Samsung are still in the first tie of mobile phone industry leading the development of tech and fashion and capturing over 50% of the total mobile phone market share. Moto and some Japanese brands are stepping into the downtrend with a few of them quitting out of mobile phone industry due to big mistakes in marketing strategies and tactics as well as slow products development. At the same time, with subdivision of mobile phone industry and more open of technology, more and more companies are getting into this industry especially some Chinese brands because of low labor cost and raw material cost. TCL communication is one of them growing up under such background. After experiencing a curving development from weak to strong and again from strong to weak, TCL communication are becoming more mature. In end of 2004, TCL communication acquired Alcatel Mobile phone section and become the 7th world class mobile phone manufacturer to operation and marketing in globalization. Even though, there are quite a big gap in price competition, products competition, channel development, brand establishment compared with those world brands and some Chinese brands. As a result, it is extremely important for TCL communication to make and implement a feasible marketing strategy based on the analysis of existing marketing competition. In this article, the author begins with the analysis of external and internal marketing environment of TCL communication from which we can find out the opportunities and threats that TCL communication is facing. Then combined with positioning in different sub-markets and targeting markets selection and analysis, the author proposes a series of marketing tactics adjustment in product, pricing, channel and brand. I