|dc.description.abstract||In the sustained growth of the global smartphone market in past few years, the cost of product through tradition retailer sales is increasing, the price competition among the same industry as well as making the gross margin has been declining, and the global telecommunications service market is still growing, not only the consumers’ living styles are affected, many companies start to deploy e-commerce extensively in their enterprise value chains, and make transaction more effectively.
The thesis firstly focused on the analysis of the theory and current global smartphone industry, it includes industry trends and analysis. Secondly, the case analysis was made through STP, 4P’s analysis and SWOT to explore marketing strategy including marketing mode, content/ service design, pricing, technology, user preferences and integrated marketing communication of the case. Finally, the challenges and opportunities they will probably meet in the future, the study provdes business strategy is to achieve a sustainable competitive advantage as following：
1.Market segmentation, target marketing, and market positioning of the product.
2.R&D is positively influential to control and manage the cost of supply chain.
3.To promote and standardize Mobile Commerce Applications and e- Commerce growth.
4.Strengthen customer relationships through improved user experience.
Based on the case study result of analysis, we make the conclusion of the research, which can provide the reference to the existing and the firms who want to enter the industry in the future.||en_US|