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1、上海交通大学硕士学位论文摩托罗拉手机业务在中国市场的营销策略研究姓名：叶琳申请学位级别：硕士专业：工商管理指导教师：黄国祥20060115THESTUDYOFMARKETINGSTRATEGYFORMOTOROLAMOBILEPHONEBUSINESSINCHINAABSTRACTTelecommunicationindustryinChinahadabiggrowthinthe1990’s.Asagloballeadingtelecomcompany,Motorolaprogressedrapidlywhileitwascontributingalo
2、ttothedevelopmentofChinatelecomindustry.Chinabecamethe“cashcow”ofinternationaltelecomcompanies,suchasMotorolaandNokia,duetoitshugemarketpotentialandhighprofitability.MoreandmorecapitalhasbeenpouredintoChinatelecomindustrybecauseofitsflourishingdevelopment,especiallyinmobilephone
3、business.Inafewshortyears,thedominantpositionofMotorolaandNokiawasbrokenbytherapidgrowthoflocalbrandssuchasTCLandBird.However,bothMotorolaandNokiareactedslowlytotheradicalchangesofcompetitionsituation,whichresultinlossofmorethan50%marketshare.Someweaknessesoflocalbrandshaveemerg
4、edsince2004,andinternationalbrandshavecounterattackedandregainedpartialmarketshare.NokiahasreboundedstronglywhileMotorolahasincreasedsluggishly.Actually,itcomesfromthedifferentstrategiesoftwocompaniesafter2004.Thegrowthofmobilephonebusinessiscrucialtomanycompanieswhichengageinso
5、ftwaredevelopment,equipmentmanufacture,andsystemoperationandsoon.Italsohasfar-reachinginfluencetoChinatelecomindustrywhichhashugemarketsizeandintensecompetition.ThestudyofChinamobilephonebusinessthroughthestudyofMotorolacanhelpustogainexperiencesandlessonsfromtheadvancedmanageme
6、ntprinciplesandoperationmechanismofMultinationalEnterprises,soastoimproveproductionandcirculationfieldsinChinamobilephoneindustry.IhaveworkedforMotorolaover6yearsandtakenchargeofmarketingexecutionofmobilephoneproductsinEastRegionofChina.Someexperienceshavebeenaccumulatedthroughd
7、ailyworking.ThethesisusesPESTtoanalyzemainaspectsoftheexternalcircumstances,suchaspolitics,economy,societyandculture,aswellastechnology,followedbydescriptionofkeycharactersaboutChinamobilephoneindustry,consumerbehaviorsandcompetitors’strategies.Then,itutilizesSWOTtoevaluatethest
8、rengths,weakness,opportunitiesandthreatsofMotor
