From Shanzhai to Brand:Analyzing the Brand Evolution of Mobile Phone in China

• Main Authors: Hou, Chia-Ling, 侯嘉玲
• Other Authors: Hu, Jin-Li
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/19966294367467724703

碩士 === 國立交通大學 === 管理學院經營管理學程 === 100 === This study analyzes the brand evolution of China’s mobile phone and identifies influence of brand preference in this emerging market. In recent years, China develops its own mobile phone brand to respond to the needs of local consumers and become a strong competitor of international brands in the rural market. This study analyzes factors such as income, Shanzhai, Home Appliance Subsidy Policy affecting mobile phone brands evolution in China’s market. Case studies of Nokia, Samsung, Tianyu, ZTE, and Konka are performed. Recommendations for Taiwanese companies to enter the rural areas in China are also given. China’s mobile phone brands have the following evolution trends： 1.Income enhance has positive impact on brand buying preferences of mobile phone in China. 2.Shanzhai mobile phone is only transitional phase toward brand mobile phone in China. 3.Complete access is an important factor to enhance a brand name’s market share. 4.The Home Appliance Subsidy Program provides local brands with more development space.