摩托罗拉手机业务在中国市场的营销策略研究

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200601152090TCL20042004PESTSWOT4PsTHESTUDYOFMARKETINGSTRATEGYFORMOTOROLAMOBILEPHONEBUSINESSINCHINAABSTRACTTelecommunicationindustryinChinahadabiggrowthinthe1990’s.Asagloballeadingtelecomcompany,MotorolaprogressedrapidlywhileitwascontributingalottothedevelopmentofChinatelecomindustry.Chinabecamethe“cashcow”ofinternationaltelecomcompanies,suchasMotorolaandNokia,duetoitshugemarketpotentialandhighprofitability.MoreandmorecapitalhasbeenpouredintoChinatelecomindustrybecauseofitsflourishingdevelopment,especiallyinmobilephonebusiness.Inafewshortyears,thedominantpositionofMotorolaandNokiawasbrokenbytherapidgrowthoflocalbrandssuchasTCLandBird.However,bothMotorolaandNokiareactedslowlytotheradicalchangesofcompetitionsituation,whichresultinlossofmorethan50%marketshare.Someweaknessesoflocalbrandshaveemergedsince2004,andinternationalbrandshavecounterattackedandregainedpartialmarketshare.NokiahasreboundedstronglywhileMotorolahasincreasedsluggishly.Actually,itcomesfromthedifferentstrategiesoftwocompaniesafter2004.Thegrowthofmobilephonebusinessiscrucialtomanycompanieswhichengageinsoftwaredevelopment,equipmentmanufacture,andsystemoperationandsoon.Italsohasfar-reachinginfluencetoChinatelecomindustrywhichhashugemarketsizeandintensecompetition.ThestudyofChinamobilephonebusinessthroughthestudyofMotorolacanhelpustogainexperiencesandlessonsfromtheadvancedmanagementprinciplesandoperationmechanismofMultinationalEnterprises,soastoimproveproductionandcirculationfieldsinChinamobilephoneindustry.IhaveworkedforMotorolaover6yearsandtakenchargeofmarketingexecutionofmobilephoneproductsinEastRegionofChina.Someexperienceshavebeenaccumulatedthroughdailyworking.ThethesisusesPESTtoanalyzemainaspectsoftheexternalcircumstances,suchaspolitics,economy,societyandculture,aswellastechnology,followedbydescriptionofkeycharactersaboutChinamobilephoneindustry,consumerbehaviorsandcompetitors’strategies.Then,itutilizesSWOTtoevaluatethestrengths,weakness,opportunitiesandthreatsofMotorola.AccordingtoMarketingMix,i.e.4Ps,suggestionsaregiveninthelastchapterregardingMotorolatoadjustmarketingstrategyforitsmobilephonebusinessinChina.KEYWORDS:Motorola,mobilephone,marketingstrategy1208090200131002006100100100200131392872004549200338742%902003TCL20042004——PESTSWOT4P24MBA11928EEE(Envision)(Execute)(Energize)(Edge)E(Ethics)(1)2004313200335%0.91030.39200581.688.3MBA210190594.2047526%0.69040.18283%111984(2)200535641%5.973.94?3870200466%?18.7%5.21%?GSM?RAZRV3V36501200?134CDMA5iDEN4GSM?i-mode1987199231165229000MBA319872002200320042120051///8200550050030200412500200477.3200366%69.54200367%51.418.138.1200317%3620042042200512345678910111215.6%15.4%15.4%15.6%15.2%14.0%14.0%14.5%14.0%13.6%14.4%15.1%15.5%15.7%15.8%15.9%15.5%15.0%14.6%14.7%15.4%15.4%16.5%17.1%8.2%8.7%9.4%10.0%9.9%11.6%12.2%11.9%12.2%11.7%11.5%11.0%46.2%45.0%45.5%45.2%45.5%44.1%43.8%44.1%44.2%44.0%40.9%40.3%2005.2MBA4MBA51987(1)1995199580%(2)199620011996199719985110V998V8088T2688T18920012000121020016280%20%2000MBA61999(3)200120032001TCL999D2001V998V80880.140%V998V8088V998TCL999D3TCL200355%(4)200420052003200544%2005TCL2005200120035MBA7200120035.7%TCL2005.10FIGURE2-1MarketShareofMainMobilePhoneBrandsinChinafromOct.04toSep.0515.5%16.5%17.2%23.8%22.9%21.5%22.0%20.5%17.5%17.9%17.0%18.6%13.6%14.4%15.1%13.6%13.3%13.2%13.5%12.6%12.2%12.0%12.4%12.8%10.0%6.4%6.0%5.2%2.9%4.3%3.90%2.95%5.7%0%5%10%15%20%25%Oct-04Nov-04Dec-04Jan-05Feb-05Mar-05Apr-05May-05Jun-05Jul-05Aug-05Sep-05TCLMBA82005622.0%511002005GSM1000914GSMCDMA40520051.4102005640.9%12.2CDMAGSMUTCDMACDMA17.539.3%GSM4.5200566.40%3.90%3.88%3.43%1TCLTCL1.85%051.2%IT05200512.95%63.90%0.95GSM1.6%50.7%MBA9200530371%21%MP326%PDA11%5%052000200516391439%640MP320052005131MP33472004597%MP3MP3056GSM10001122500~4000GSM0561473CDMA051190861532MP3CDMA2005~0610%2006840075%GSM05067000MBA107500CDMA800~900PHS05~061/3170010003G3G2005~06FDLGNEC2005~062005~0633%~35%05061000~20003G(1)2001(2)2001GPRSWAP/Java(3)2003(4)2004(5)2005MP3MBA11(6)2006(7)20073G(8)20083GMBA12PEST45(1)20809019920405CDMAMBA133G(2)2005199912000GSM2002GSM2004113020052196(3)3G20053G3G3G3G3GW-CDMACDMA2000TD-SCDMAW-CDMAWidebandCDMACDMADirectSpreadMBA14GSMNTTCDMA2000CDMAMulti-CarrierLucentCDMAOneCDMAOne3GCDMA20003GTD-SCDMA3GCDMATD-SCDMAWCDMACDMA20001XTD-SCDMA3GTD-SCDMA2004TD-SCDMA20052006TD-SCDMA3GTD-SCDMA3GTD-SCDMA3Gi.3G3G3G3G2G3G(Game-Gambling-Girl-)ii.3G20003G3Giii.MBA1563G3GTD-SCDMAiv.TD-SCDMA3G2000800016003G3Gi.3G33G3Gii.2G3G2G95%3G50%40%3G3G3G3G3G600020083GMBA163G20GDP15%20042004136,5159.5%11,54735.7%32065200429366.5%1997132005(1)20052004200520052004GDP88.5%2005.760%%9.2%23.2%26.4%13.2%1.8%8.8%11.0%GDPMBA17(2)20042005(3)+60%1%4.1%ODM200417200MBA182003“”“”19951998GSM1999200020012002WAPCDMA2003MMS98200020002002MP320040490%5826.974%2455.3180%0304NEC2005MP3SONYWalkmanMP33GNEC20046.5MBA1925%2005810%2005.7FIGURE3-1TrendofSalesVolumeinGlobalMobilePhoneMarketfrom2000to2005200412003G2005.21999200352.9%200449.1%32%6.820014601.651.90%901.933.20%20026247.435.80%1077.119.40%20