2003, shipments of 140 million yuan, accounting for 510 million global mobile phone sales of 27% or more.
(2) brand concentration is not high. Domestic mobile phone market, many brands, Ministry of Information Industry issued only on 50 mobile phone licenses. Leading Nokia, Motorola and Bird, share only 17%, 16% and 14%, no more than 30% of a brand. Did not form a strong brand focus.
(3) equal shares at home and abroad. Domestic brands continue to conquer new territories in 2003, following 40% in 2002, after the end of 2003 share of more than 50% to 55%. .
(4) different standard market disputes. GSM mobile phone is still the mainstream market, accounting for more than 75% share, CDMA accounted for about 18%, PHS mobile phone is less than 7%.
(5) the dominant part of the market operators. In 2003 some operators still dominate the mobile phone market, its high share of total mobile phone sales, which accounted for 25% of the GSM mobile phone, CDMA accounted for 55%,
Sunglasses online Sale, PHS mobile phone up to 85%.
(6) multi-channel co-existence. Most of the domestic brand mobile phone distribution channel self-built, based on the terminal. Foreign brands still rely mainly on the major real estate agents, but also part of the adjustment. The rise of national chain stores in some major cities play a dominant market position, market, ship fast.
(7) mobile phone has become a hot color. 2003, color screen cell phones, camera phones become a hot market. Especially the promotion of China Unicom's CDMA mobile phone, color screen and camera phones lead the selling.
(8) cell phone value-added services to enrich. With the SP mechanism of mobile operators, mobile value-added services continue to enrich, to promote the color screen, MMS, camera phone sales and promotion.
(9) mobile phone is becoming increasingly severe. Many brands have celebrity endorsements brand mobile phone, mobile phone trend of increasingly fierce competition, promotion, price war after another.
(10) Diluted profit falling handset prices. All brand new mobile phones with one after another, lower prices for mobile phones, mobile phone profits fall.
(11) mobile phone quality is worrisome. Lack of domestic mobile phone brand its own technology, mostly manufactured by foreign or domestic OEM assembly, cell phone quality is not high, failure rates as high as 25%.
(12) mobile services need strengthening. Although the implementation of three bags mobile phone, but some phones lack of formal channels, can not guarantee the right to enjoy the Three Guarantees. At the same time part of the brand can not fulfill pledges, can not meet the three bags of service requirements, damage to the interests of consumers.
(13) optimistic about the potential of mobile phone accessories. With the domestic mobile phone users over 260 million, mobile phone accessories and decorative market, the rapid rise of potential.
(14) mobile phone stock pressure. Some manufacturers to increase their market share, seize the mobile phone market, manufacturers have accumulated no small stock, with the continuous upgrading of mobile phones, the pain will haunt a lot of stock and domestic brands.
2, the mobile phone market trends.
(1) market prospect is broad. 2003 Global shipments of 510 million market in 2004 is expected to reach 560 million. Domestic market in 2003 shipped about 140 million in 2004, production is expected to reach 170 million, the actual domestic demand in the 080 million or so, there will be excess capacity, each brand will be exported as a market focus.
(2) 3G mobile phone ready to come out. With the accelerated pace of domestic 3G launched, many domestic and foreign companies spotted the domestic 3G market, 3G mobile phones will be launched at the end, landing 3G mobile phone market, so that pre-emptive, with a view to the future China's 3G mobile phone market share to win the world.
(3) market segmentation significantly. 2004 color camera phone will become a mainstream configuration of mobile phone market segmentation will become more apparent, business phones, entertainment, mobile phone, fashion phone, phone, etc. will be on stage, Ms., and consider the mobile phone manufacturers will be more focus on the demand characteristics of target customers.
(4) operators will drive the market. As more operators in order to promote new business, will be more involved in the sale of mobile phones which, especially in the promotion of new business when the monopoly of the formation of bundled sales.
(5) will be subject to specific groups concerned. With the enhanced network coverage, rural village level mobile phone market will become increasingly strong. Minors, such as primary and secondary students in the school of professional mobile phone will have a big development space.
Second, the ZTE mobile phone market analysis
1, the market status quo:
2003, ZTE mobile phone sales revenue of 4.5 billion, 4.7 million mobile phones were sold, of which 260 PHS handset ten thousand, CDMA mobile phones 1.15 million, GSM mobile phone 950 000, respectively, of total sales in the domestic market accounted for 14%, 6.5% and 1%. The GSM mobile phone, not only far lower than Motorola, Nokia and other foreign brands, and Bird, TCL, Konka and other domestic brands, but also there is a big gap.
2, market advantages:
(1) technical superiority. As an important supplier of communications equipment, mobile phones and communications technology R & D industry with a large natural technological superiority.
(2) industrial advantages. R & D companies from the phone to the protocol software, baseband, RF design and cell phone chips to form an integrated industrial chain, with great industrial advantages.
(3) trade advantage. As mobile operators important supplier of equipment for the operation and business operators have a deep understanding and collaboration, can make better use of the operator's dominant industry.
(4) management advantages. As the well-known high-tech enterprises, the company formed in the development process for the body to discuss development of the industry's unique corporate culture and management system.
(5) cost advantage. The company has strong research and development,
Christian Louboutin Outlet, and a short time into a practical product, can form a larger scale advantages, reduce costs and gain competitive advantage.
3, market disadvantage:
(1) brand awareness is not high. As the industry leader in communications equipment, have a certain reputation, but as mobile phone brand, ZTE mobile phones is relatively low brand awareness, customer awareness of products is still relatively low, the lack of a strong brand support.
(2) brand positioning error. As a leader in high-tech communications equipment, but mobile phones are more for individual consumers, the product and must be sub closer to the consumer, customer-oriented, the current positioning of interpretation. First of ZTE handsets in the mobile phones industry is still not considered strong, but in more professional and technical advantages, but the technical superiority did not translate into ZTE mobile phone brands and products in the professional advantages, there is no advantage to achieve the professional status of products, brands more emphasis on their advantages, the lack of a consumer brand affinity and recognition of degrees, but seemed more stiff.
(3) distribution system is imperfect. While entering the field of early CDMA and PHS phones, and rely on bundled operators to promote, achieve sales growth, but as the largest GSM mobile phone market share is relatively low, only about 1%. Mainly lack of strong sales channels, there is no distribution system set up their own control, GSM mobile phones put the volume small.
(4) marketing efforts to promote small. Depends on the terminal operators to promote the bundling of the GSM mobile phone promotions and marketing resources into fewer, end of the promotion is not enough.
(5) product positioning is not prominent. As a leading communications equipment manufacturers, mobile phone technology in the above does not reflect the company's technical superiority, not achieved with other brand mobile phones in the display, appearance, functionality, technology and other aspects of differentiation.
(6) product positioning is limited. As a professional manufacturer of technical equipment, the company's brand positioning and product positioning is limited, the company's corporate culture more introverted, and cell phone integration is difficult elements of fashion and entertainment,
Sunglasses Outlet, product positioning has some limitations.
(7) service system to be improved. As for new mobile phone brand, has yet to establish a sound service system, not through the services to enhance and promote the mobile phone market.
4, market opportunities:
(1) 3G launched. The end of 2004 or early 2005, the domestic 3G phones will be put into commercial use, as the industry's leading equipment suppliers, will in the future with 3G mobile phone technology and industrial advantages, to obtain the starting position, to seize market advantage.
(2) the domestic market, the brand everywhere, the lack of dominant industry, the pattern of instability. Mobile phone industry rudderless, without forming a strong brand, is the internal adjustment in the industry, as competition intensifies, the industry will achieve the re-structure changes, ZTE will also face an internal reshuffle and re-hum into the pattern of timing, with the company advantage of the technology industry, the sales promotion system can quickly expand sales, improve share.
(3) domestic and international markets are on the rise. The current domestic and international mobile phone market is still optimistic about the community, the rise in the industry period, with much room for development, with development of the industry carve machine, ZTE mobile phones can catch up and expand the sales of domestic and international markets.
Third, the ZTE mobile phone brand and marketing planning
(a) personal awareness of the brand:
1, the brand is a product identifier, is brand recognition in the other symbols of similar products, with exclusive and exclusive.
2, the brand has its own content and features, like character in a person, the brand represents the consolidated enterprise content and potential, can interpret the market and the corporate values and corporate customers a competitive advantage in the industry characteristics .
3, the brand has value. Brand products can bring higher returns to the enterprise and consumer recognition, higher value-added products.
4, the brand with the customer in terms of credibility. In the era of asymmetric information, the easier for consumers caused by abuse, deception and damage the industry and products, the easier the formation of the brand. Brand is the consumer in the consumption process for the formation of a specific product confidence and trust, can guide the consumers buying behavior.
5, brand is the concentrated expression of behavioral responses outside. A molecule as a social enterprise, to provide customers with products and value to shareholders, the community, employees, customers and clients responsible for the occurrence and behavior and their business association, the formation of corporate brand is the behavior of shareholders, society, employees, among customers and customer focused response to the results.
6, the brand is one continuous and immediate result of the separation process and is dynamic. Companies can have a variety of processes to select and shape their own brand, the brand is in the process of implementing conduct of operations in the result, and also as the market and the competitive environment changes, the dynamic imbalance, and in time and space, and individual influence on the existence of the brand a huge difference.
7, brand suitable for attack, defense is more difficult than offense. Brands need to continue to accumulate and precipitate, the brand for growth, progress in the growth of the enterprise, if it is simply to keep a brand, the brand will only depreciate over time, must be constant innovation and progress, in order to maintain the brand vitality.
8, the brand has a balance of stability, more vitality, evergreen trees can be achieved. Brand can be associated with changes in the environment and innovation, the old brand can carry a new meaning, with the potential for sustainable development.
9, the brand can have many forms, whether it is visual, concept or behavior can reflect the brand's inherent characteristics, can be the difference on other products.
10, is a brand-building and building systems engineering, is an art and a science. (B) the brand positioning:
1, brand interpretation:
A, text example:
exciting technology, the truth of communication promoting industrial innovation, promotion of human communication.
wonderful interpretation services: ZTE customer service, interpretation of the communication technology, transmission wonderful life.
C, concepts and values passed to the user: If Focus on communication and human communication, professional communication equipment and terminals.
(2) technology, ZTE. Driven by technological innovation, and promote communication technology continues to upgrade and progress.
(3) the world's ZTE. For the world's leading supplier of communications equipment and terminals, ZTE services worldwide.
(4) Service of ZTE. ZTE customer service, interpretation of the charm of communication technology for customers to deliver exciting.
(5) creative resurgence. Innovation, to provide mankind with more advanced and efficient information communication.
(6) wonderful resurgence. Passing wonderful, providing customers with a variety of mobile phone technology and functional experience.
3, the brand essence:
brand building process, highlighting the
promotional product introduction and promotion, and related graphic, audio, video and other media, the media should reflect the brand positioning of ZTE handsets essence.
branding examples:
communicate affection. Filial piety to their parents and other
experience wonderful. Soccer, music, MTV and
dynamic experience the passion. Music director, carnival, surfing, football fans and other
(c) branding:
1, brand qualitative. Establish the corporate identity system of ZTE handsets CI (including visual recognition VI, the concept of behavior recognition BI and MI in three areas identified). ZTE seeks to reflect the professional mobile communication technology, the wonderful experience of a strong brand identity. Brand positioning and customer-oriented brand to reflect the company's After the establishment of the brand to a degree of knowledge - recognition - recognition of degrees - visibility - reputation - the process of loyalty across, only one brand for customer loyalty to the realm of influence, is a truly successful brand can be achieved consumer decision-making of their own brand than the product itself on customer impact consumer decision-making.
2, brand planning. At present the establishment of the company Only the brand delivery of corporate information, product information and values accepted by most consumers, there is a potential consumer product brands. ZTE mobile phone brand positioning concept should be clear, focused and core, is pilot communication technology, offers an exciting experience, so that communications technology and mobile phones advantages of professional autonomy, to achieve a wonderful experience, a strong brand of digital communication. Can refer to the example of Japan's Sony, for many consumers, the mention Sony is synonymous with top digital experience, that Philips is synonymous with the field of lighting, ZTE ZTE is the pursuit of experience is mentioned in mobile phone technology and wonderful synonymous.
3, brand communication. For the company's brand positioning expand the brand planning, to promotion and introduction of communication technology as the guide to a rich variety of exciting mobile phone products as the basis for a system of media publicity, participation and support for social welfare undertakings, and activities to high-profile participation in social hot events, participate in industry comprehensive exhibition of technologies and products, product quality stores in the terminal display, the implementation of human affinity service initiatives, to build a comprehensive network of communications technology experience area, providing exciting mobile value-added services to users, with celebrity endorsements and other means and methods, achieve ZTE mobile phones and other mobile products brand differentiation and customer recognition of the advantages, outstanding ZTE cell phone brand features of their products, ZTE mobile phones to give their own unique brand of exclusive content, access to ZTE mobile phone brand value.
4, brand promotion. The first is to enhance the brand to maintain the brand, the company's full implementation of brand strategy, brand values will be delivered to every employee and the company's distributors, dealers and each user collaboration and potential users. Brand to maintain a complete system, the influence of events and phenomena are the brand's secure appropriate measures, in particular, the mechanism to handle unexpected adverse events. Enhance the brand to rely on the behavior of enterprises to implement a variety of resources for support and constant attention to customers and attractiveness of the brand can provide a variety of ways and means, companies can be considered based on cost and efficiency to implement.
5, brand evaluation.
6, the brand value. Brand value is primarily a quantitative process, relying on the accumulation and management of enterprises. Accumulation in the brand to reach a certain height, a qualitative change occurs, to achieve brand across the brand and the business is closely related to complementary and mutually reinforcing. Throughout the well-known brands at home and abroad, and its brand value is not set in stone, fall behind, so the company's brand value and the quality of the operations of enterprises and promote each other.
7, brand extension.
(d) Marketing strategy:
1, market segmentation:
features according to specific customer needs, determine the product's market positioning, target specific customers, choose appropriate sales channels, product planning promotions. Such as white-collar women, OL, college students, business people, young school children, a large factory workers, government departments and specific industries.
2, product strategy:
products based on the specific target customer groups, a combination mobile phone design features, the shape, appearance, color, display, feel, materials, features, entertainment, technology , format, attachments, accessories, packaging, etc. to distinguish between different groups, focusing on promotion.
products and strive to reflect the ZTE mobile phones and other mobile phone brand positioning of the same type of differentiation, the difference is reflected in the product itself to highlight the advantages, but consumers can perceive the product advantages.
product-to-bottom model number combinations refer to the pre-market sales statistics and forecast future market trends, to ensure the scientific products, reduce inventory to meet sales, not out of stock, will not lead to selling model no additional goods or less, and the backlog of unmarketable goods.
product features and to consider the needs of the region between the different brands within the region and intra-brand competition between the different channels need to choose the delivery product.
product line can be customized to meet specific channels, underwriting, buy products to choose from space.
products campaign, and competitive models on the determination of the amount and time to market schedule.
3, channel strategy:
depending on the standard mobile phone, to determine the needs of sales channels and product channels.
a market concerned about the operating room operators,
Louis Vuitton Online Outlet, traditional department stores, chain stores, large supermarkets foreign soil, communications and communication products focus on neighborhood market stores.
secondary market concerned operators operating room, traditional department stores, supermarkets, telecommunications markets and specialty stores.
three concerns about the operating room operators and specialty stores. determined according to regional characteristics
ZTE cell phone wholesaler in the region's core, core retailers, the core engineering business, focusing on carriers operating room.
good control and balance between channels, product launch, the price system and the business profit margins, ensure that businesses sales and profits. Coordination between businesses.
importance of professional mobile phone chain stores and appliance chain store cluster effect, fully tapping the potential of a large chain store sales potential.
improve three market layout of the network and point of sale, to ensure market competitiveness of the terminal and the main push.
4, pricing strategy:
range of high middle and low product prices should be based on the distribution and market acceptance of price and the company's competitors in the market to determine the location to be determined.
price system between the control area, to prevent the movement of goods between regions and disrupt.
price system within the region and the internal control and supervision of competition bargain punishment and restraint mechanisms.
profit pricing of products, competitive pricing and market share leader in pricing, product supply system price. 5, the promotion strategy:
first goal is to determine promotion to increase sales or enhance brand image,
Moncler Outlet, or the promotion of technology or concept, or to crack down on opponents, or to enhance the business relationship with, or participation in government action.
second promotional flagship product (the concept or technology), marketing themes and product correlation. Sales promotion choices, the ground offensive with the air, use of promotional tools and resources.
Furthermore promotional approach taken on the scope, location, time and expected results, materials for promotion of staff, promotion of the implementation of cost control and settlement.
final evaluation and improvement of the effect of promotions and marketing mode of replication and promotion.
6, public relations strategy:
first as a mobile phone vendors, industry, state and local authorities, industry regulators, supervisory authorities to carry out the business of public relations, to establish a good government and enterprise management, management Shun business environment.
followed by operators of public relations do to promote the sale of equipment, while with the operator's unique mobile sales force, expand sales channels.
for other benefits or a strong industry relations, or integrated with other industry resources for our use.
public relations for competitors to seek a new order of industry, the establishment of a range of industry alliances to enlarge their own advantage, or get the opponent's superior resources for our use.
-to-business public relations, to ensure the best placement ZTE cell phone, to ensure sufficient amount of product platform, the main business of ZTE handsets recommended.
consumer public relations, in particular time or a specific stage, the user public relations, enhance the image or eliminate adverse effects, to maintain the good image of ZTE products.
7, service strategy:
establish a competitive service image, the temptation to make a substantial customer service commitment and impact.
to establish and improve the service network to ensure that services meet the needs, there is a disciplined, good style, skilled service team.
practice ZTE's commitment to customers, through services, and create customer satisfaction, enhance ZTE's customer satisfaction, promote and extend the customer to purchase promotion, promote and drive sales.
8, competitive strategy:
A, cost leadership.
B, leading technology.
C, functional lead.
D, product lead.
E, service leader.
F, unconventional.
G, channel exclusively.
H, cross-industry alliance.
. . . . . .
9, integration strategy:
integration of public resources and other industry resources, plunder groups of customers, potential impact on other industries and existing customers to target customers and achieve win-win development of both sides.
joint jewelry and other precious jewelry industry, launched mobile phone mosaic of precious jewelry, limited edition, high-end products to enhance the dignity ZTE brand image.
joint sports drink industry, to jointly promote, for the young and dynamic fashion family.
Others, such as industrial and mining enterprises, schools, organizations and institutions, etc., can seek support resources.
(e) Marketing implementation: (a little)
1, marketing, organizational structure and organizational management regulations.
2, annual, monthly sales plan to identify and break down.
3, annual, monthly sales budget and control.
4, year (monthly) product launch waiting tables.
5, the annual (monthly) sales guidance program. (Example of Specific Annex)
6, the annual (monthly) scheduling and promotional budget.
7,'s service model and service management framework.
8, the annual mobile phone market development ZTE Guidelines.
9, ZTE mobile phone distribution system management implementation. Mainly sales policy, channel development and management, text of the agreement, the price management practices, products, and logistics support
(e) marketing control: (a little)
1, plan weekly inspection and On inspection, quarterly inspection, examination and inspection six months.
2, differences between actual and planned analysis, the good, the bad, the two-way analysis.
3, improvements.
4, performance evaluation.
5, cost and budget comparison and variance analysis.
optimal use and control costs.
The rapid development of the domestic mobile phone
Hybrid Mode
