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With the reform and opening , China has acquired huge achievement in each field . From last ninety decade ,Chinese mobile communication industry gains sufficient development. Opened beehive mobile communication business in GuangDong in 1987. Then our country entered mobile communication era. Indicated a huge mobile phone market opening. Motorola firstly entered our country mobile phone market , holded over 80% market share, then Ericsson , Nokia , entered our country market in 2000. Domestic mobile phone enterprises developed very rapidly , the market share had been got to 50% , then beyond 50% in the first halfyear of 2003 . At the beginning of 2004 ,Chinese mobile phone subscribers reached 269 million , China has becomed the largest mobile phone market in the world . This article will narrate that Motorola how to rapidly develop business in China through reasonable ,effect marketing strategy . Above all , analyzed and evaluated macroscopical environment and microcosmic environment and competition status , Motorola mobile phone is facing national policy adjustment ,demand increase and diversification , also facing price decend ,technology development expedite . By evaluation we think Motorola mobile phone is in a bigger commercioganic market . Analyzed our political , law , economy environment , Especially in Pearl River Delta ,abut HongKong , Macau , economy upgrowth , denizen consumption ability is very strong , the demand is very big for middle and top grade mobile phone . Furthermore China has several thousand years history , we continue to perist in traditional culture theory , at the same time ,we also take in external multifarious culture . Motorola very pays attention to local tactic , their products have a good reputition in the heart of people . By constructing the SWOT module of Motorola Mobile phone , there are lots of consumers in Guang Dong province , and increase rapidly . Mobile phone still has big development space , especially in the countryside . With the development of economy , income enhance , the requirement of mobile phone will increase , the market potential will continue to increase . Motorola mobile phone will get huge increase potential but Motorola also faces the double threat of domestic and foreign enterprises, and also facing the threat of substitute, xilingtong . Because Motorola implements national agent system , the fomer channal is very single , localization in central cities . The covering ability is not enough in the third,fourth line cities . Motolola gets the largest market share in China market , but the advantage is losing , and the advantage is overtaking by Nokia , Samsung. and then we analyzed competitor status of Nokia ,Bird, TCL . The marketing strategy of Motorola is to adapt the taste and habit of Chinese people , appearance design , abundance production line , covering various kinds products . The price tactic is an important part of marketing assembled in marketing activity , the price will directly effect the choices of consumers , will become the important factor of market share and profit ability . Motorola mobile phone pitchs middle , top grade . when their products are on sale , must consider competitor price tactic . Sales channel should push to the third , fourth line cities , promotion improvement , scene promotion , strongth advertisement promotion . The sales network should unite great mobile phone multiple shops , home appliance shops and operation , strike up more flat chanel , form own competition advantage , provide good and timely service ,embodye Motorola recognition comsumers value . Just like TV and PC , mobile phone industry in our country is developing to mature period , mobile phone industry will confront more and more intensive competition . How to regulate products marketing strategy that can utilize own strength and can get hold of opportunity , it is very crucial for Motorola to
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