| Summary: | 碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 99 === With maturity of 3G communication network, consumer product manufacturers are actively developing the multi-function featured products. The smart mobile phone has become the global trend which provides a wide range of mobile data services.
Because of the economic pick-up as well as the emerging market demand continues to grow, global mobile phone market is still showing continued growth. China and India is considered to be the most potential market of the region.
This research draws upon Marketing Mix (4Ps), SWOT analysis and five forces analysis, etc. to analyze the Chinese mobile phone industry and how the case company entered the China market with below findings.
1. Mobile service subscribers are growing rapidly with the widespread of tele-communications infrastructures. Low-end mobile phone market will be suffered from meager profit.
2. Telecom carriers'' app store infrastructures are far behind. The speed-up of next-generation tele-communication network is leading to the market re-shuffling.
3. To find a niche market, Taiwanese corporates should focus on mobile phone''s design and development and their sales promotion to toward localization for market segment.
4. Taiwanese corporates may use ODM or OBM model to enter China market, but must choose one model at a time to prevent loss focus on the market.
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