中外手机企业在华营销策略的文化研究

重庆大学硕士学位论文中外手机企业在华营销策略的文化研究姓名：武峰申请学位级别：硕士专业：外国语言学及应用语言学指导教师：黄赟琳20050401IWTO500TCL1999550%TCL(TCL)()(),ABSTRACTIIABSTRACTThefactthatChinahasbecomethebiggestandmostlucrativemarketintheworld,togetherwithheraccessionintoWTO,attractedmostworldtop500enterprisesoftheworldtobuildplantsoragentshere.TheyprovidejobopportunitiesforChineseandtaxforgovernments.Atthesametime,theybroughtfiercecompetitiontodomesticenterprises.HowtosurviveandfurthermoregetstrongerisanurgenttaskfacingwiththeChineseenterprises.Inrecentyears,someChineseenterprisessuchasXinfei,ChanghongandTCLetc,standthecompetitionandsome,likeHaierandChanghong,evenhaveenteredinternationalmarketsuccessfully.ConductingstudiesontheseenterpriseswillbehelpfultootherChineseenterprises.ConsideringthatmobilephoneisoneofthefastestdevelopingindustriesinChina,thedissertationchoosesitasitsresearchsubject.Thedomesticenterprisesenteredthefieldin1999andonlyby5yearstheirmarketshareshavesurpassed50%.Amongthesedomesticmanufacturers,BirdandTCLtakethelion’sshareallthetime.TCLandBirdbothowetheirsuccesstotheirsuccessfulmarketingstrategies.Conductingstudyontheirmarketingstrategiescannotonlyinformusthestatusquoofdomesticmarketingstrategies,findtheirmeritsandshortcomings,butalsoprovidereferencestootherindustries.Theformerresearchesinthisareaaremainlyfromthepointofviewofpuremarketing.Butthiscannotexplainthefailureoftheforeignbrandsarmedwithadvancedtechnologiesandmarketingtheories.Thedissertationtriestostudythemarketingstrategiesofdomesticandforeignmobilephonemanufacturersfromtheperspectiveofculturewiththemethodofcasestudy.Thestudyindicatesthatdomesticbrandsbuiltcloserrelationshipswithdealersandcustomersbyinnovatingchannelsandpromotionstrategiesthanforeignbrands;mobilephonesdesignedbydomesticbrandsmettheaestheticsofChinesepeoplebetterthanforeignbrands;theproductsdesignofdomesticbrandsconsideredthechangeofwomen’sroleinChina;theproductsofdomesticmobilephonemanufacturerstookthefaceofChineseconsumersintoconsideration.DespitethelargemarketsharedomesticmobilephonemanufacturersstillfaceABSTRACTIIImanydifficulties.Theyneedtogoontakingdeeperinsightsintothecultureanddevelopmorereasonablemarketingstrategiestoregaintheiradvantages.Oneimplicationfromthecurrentstudyisthatwhencompetingintheinternationalmarket,mobilephonemanufacturersshouldtakeculturalelementsintoconsiderationwhentheydesignandimplementthemarketingstrategies.Onlybythiswaycantheygaintheirmarketingaims.Keywords:domesticandforeignmobilephonemanufacturers,culturalelements,marketingstrategiesChapterOneIntroduction1ChapterOneIntroduction1.1SignificanceoftheCurrentStudyNowadaysworldeconomyisdevelopinginatrendofglobalization,digitalization,andinternationalizationwithbusinesscompetition.NeweconomyfeaturedbyInternet,knowledgeeconomy,hightechnologyandcustomers’needsatisfactionorientatedisflourishing.ThistrendinevitablyaffectsChina.Asamemberofworldtradefamily,especiallyafteraccessionintoWTO,foreigncompanieshavebeenswarmingintoChina.AndChineseenterprisesarefacingseverercompetition.Inrecentyears,someChineseenterprisessuchasXinfei,ChanghongandTCLetc,standthecompetitionandsome,likeHaierandChanghong,haveevenenteredtheinternationalmarketsuccessfully.Somehaveestablishedtheirinternationalbrands,whileothershavegainednationalrecognition.ConductingstudiesontheseenterpriseswillbehelpfultootherChineseenterprises.MobilephoneisoneofthefastestdevelopingindustriesinChina.TherewereonlyforeignbrandsinChinauntil1999.Inthisveryyear,someChineseenterprisesbegantoenterintothisfieldandgot2.9%marketshare.Afterthat,domesticmobilephonemanufacturersdevelopedfast,andasaresult,theirmarketsharesbegantosoaramazingly.In2000theirsharesroseupto7.9%,in2001to13.93%,in2002upto30%andin2003upto54.7%(datafromInformationIndustryMinistryofChina,2004).Amongthesedomesticmanufacturers,BirdandTCLtookthelion’sshareallthetime.PeterF.Drucker(qtdinGuo,1999)pointsoutthatmodernenterpriseshavetwomostparamountfunctions:innovationandmarketing.“Marketingstrategies,”LuTaihong(2003:51)said,“arethemagicweaponofTCLmobile’ssuccessintothemobilephoneindustry.”TCLandBirdbothowetheirsuccesstotheirmarketingstrategies.Conductingstudiesonmarketingstrategiesofmobilephonemanufacturerscannotonlyinformusofthestatusquoofdomesticmarketingstrategiesandfindtheirmeritsandshortcomings,butalsoprovidereferencetootherindustries.Therehavealreadybeenmanystudiesonthisindustry(Zhao,1999;Jing,2000;Lu,2002,2003;Liu,2003;Wang,2003;Wu&Liu,2003;Ai&Xu2004;Li,2004),butmostofthemwerefromthepuremarketingpointofview.ThiscannotexplainwellwhyChapterOneIntroduction2themarketsharesofforeignmobilephonemanufacturersarmedwiththekeytechnology,advancedmarketingtheoriesandpracticearedownwardsharplyinrecentyearsinChina.ThisdissertationtriestoanalyzethecasesaboutthemarketingstrategiesofdomesticandforeignbrandsrepresentedbyTCLandBird,NokiaandMotorolarespectivelyfromculturalperspectiveandfindouttheimpactofChinesecultureonthemobilephonemanufacturers’marketingstrategies.Thefindingsarebelievedtobehelpfultobothdomesticandforeignmobilephonemanufacturerstoconductth