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Form of report: PDF file, around 15,000 English words
Author: Enterprise Strategy Consulting Center, CCID Consulting
Price: USD1,700 for hardcopy version and USD1,900 for digital version
Research fields: mobile phones, brands
Enterprises involved: Nokia, Motorola, Samsung, LG, etc.
Report Highlights
In 2006, concentration continued to rise in China's mobile phone market. The market space for brands except those in the first echelon will narrow. Brands play a growing role in competition. In the face of counterattacks by international mobile phone vendors, homegrown players' market share dropped to a historical low point. What are multinationals' secrets for building strong brands? How should Chinese mobile phone enterprises build powerful brands to improve their core competitiveness?
In the face of the questions and challenges mentioned above, CCID Consulting releases the 2006-2007 Annual Report on Brand Competitiveness of China’s Mobile Phone, which helps vendors and investors grasp more accurately the pulse of brands in China's mobile phone market and explore the makings of powerful brands' success:
The report probes the impetuses for strong brand competitiveness, and sums up successful brands' models and experience in the respect of brand positioning, brand management, and brand promotion.
After elaborating on leading brands' competition performance in 2006, sums up brands' successes and failures in the dimension of brand influence, brand market power, brand loyalty, brand innovation capability, and brand life, and reviews the makings of success.
On the strength of its deep understanding of China's mobile phone market, CCID Consulting puts forward relevant highly practical recommendations for improving brand competitiveness.
Framework of the Report
Main Conclusions
Key Findings
I. Present Situation and Trend of China's Mobile Phone Market
(I) Present Situation
(II) Trend
II. Brand Competitiveness Analysis (I) - Brand Positioning
(I) Types and Characteristics of Brand Positioning
(II) Problems and Misconceptions concerning Brand Positioning
III. Brand Competitiveness Analysis (II) - Brand Management Conducted by Chinese Mobile Phone Enterprises
(I) Brand Management Model
(II) Brand Management Experience
IV. Brand Competitiveness Analysis (III) - Brand Promotion Conducted by Chinese Mobile Phone Enterprises
(I) Methods and Means of Brand Promotion
(II) Brand Promotion Experience
V. Assessment of the Brand Competitiveness of Mobile Phone Vendors in China
(I) Index System for Assessing Brand Competitiveness
(II) Assessment of Brand Competitiveness
VI. Brand Competitiveness of Leading Vendors in China's Mobile Phone Market
(I) Nokia
1. Brand Leadership
2. Brand Market Power
3. Brand Loyalty
4. Brand Innovation Capability
5. Brand Life
(II) Motorola
1. Brand Leadership
2. Brand Market Power
3. Brand Loyalty
4. Brand Innovation Capability
5. Brand Life
(III) Samsung
1. Brand Leadership
2. Brand Market Power
3. Brand Loyalty
4. Brand Innovation Capability
5. Brand Life
(IV)...
VII. Recommendations for Improving the Brand Competitiveness of Mobile Phone Vendors in China
(I) Brand Positioning
(II) Brand Management
(III) Brand Promotion
List of Tables
Size and Growth Rate of China's Mobile Phone Market, 2001-2006
Share of China's Mobile Phone Market in 2006
...
List of Diagrams
Concentration of China's Mobile Phone Market in 2006
Consumers' Considerations in Buying Mobile Phones
...
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