国产手机游击战——国产手机市场营销案例（Domestic mobile phone guerrilla warfare -- a case study of domestic mobile phone marketing）.doc

国产手机游击战——国产手机市场营销案例（Domestic mobile phone guerrilla warfare -- a case study of domestic mobile phone marketing） Three years ago, when the domestic mobile phone has just entered Chinas mobile phone market, few people dare to assert that the domestic mobile phone can be completed as a domestic color TV in the domestic market Jedi counterattack, occupy the dominant position of the market. Because the domestic mobile phone market basically is famous brand NOKIA, Motorola, SIEMENS, Ericsson and other international and domestic mobile phone monopoly, regardless of the brand or the core technology are unable to contend with international brands. However, with the passage of time, two years, Chineses mobile phone market is undergoing subtle changes, the traditional three mobile phone brand NOKIA, Motorola and Ericssons market advantage is gradually weakened, while the domestic mobile phone market share is rising year by year, in 2000 the market share of less than 8% by the end of 2001, the domestic mobile phone market share the rate has reached 15%, and by the end of 2002 more than 30%, achieved a historic leap. What is worth mentioning is that the latest Chinese mobile phone market in the top ten brands, the domestic mobile phone brand has occupied 5 seats, of which the waveguide and TCL also squeezed into the top 5, ranked three or four. Now the domestic mobile phone market, domestic mobile phone with excellent design and marketing like a raging fire is a step by step to erode international brands in the China market, dont really like the international brand color TV market that eventually withdrew from the mainstream market? And the domestic mobile phone brand is how to quickly reverse the market pattern in just three years? This case will be analyzed from several aspects of domestic mobile phone market raiders. Change from brand is king to styling is king A few years ago. The China mobile phone market, mobile phone brand consumer choice is an important consideration, Mo