诺基亚在中国手机市场成功运营案例例子分析解析资料.pdfVIP

Mobile Phones in China A Study of Nokia’s Success April 2009 Copyright © 2009 Grail Research, LLC Mobile Phones in China – Nokia’s Success Executive Summary Overview  Nokia has led the China mobile phone market since 2004, and today controls nearly half of and Key the valuable student market, indicating high potential for future market share growth Highlights • Nokia holds 32.5% share of the Chinese handset market • 49.3% of university students currently own a Nokia phone • 72.7% of all students anticipate that their next mobile phone purchase will be a Nokia  Nokia’s success is derived from their consumer-oriented strategies: • Prioritizing “people first” and understanding consumer needs • Appealing to specialized consumer groups • Leveraging broad channels of distribution • Localizing research development capabilities and manufacturing centers Sources: China Mobile Phone Survey among Campus Students, Dec 2008, Grail Research; ‘Mobile phone market share in Q1, 2008’, DCCI (Data Centre of China Internet) April 2009 | Copyright © 2009 Grail Research, LLC 2 Mobile Phones in China – Nokia’s Success Market Facts Nokia already holds the largest portion of market share in China and shows high potential for future growth – particularly among students, the next generation of purchasing power Brand Choice for