Marketing strategies of smartphones producers
https://doi.org/10.25205/2542-0429-2017-17-4-158-167
Abstract
Smartphones global market is one of the most dynamically developing markets that can be characterized by high level of competition. The growth of smartphones homogeneity, which is a reduction in difference between technical and functional parameters of smartphones produced by various manufacturers, can be considered the market’s specific feature.
The unique situation of high-tech product homogeneity in a fast-growing market is scantily described in specialized literature. The article shows changeability of smartphones global market leaders and explains that the key success factor in such a mature market is marketing.
Based on secondary information, marketing strategies of long standing market leader in sales Samsung and overtaking Apple companies are determined as well as strategies of contenders for leadership – Chinese companies Huawei and Lenovo. It is shown on Lenovo case that inexplicit positioning leads to a loss of the growing market share due to offensive marketing strategies of other Chinese companies. The research results broaden the knowledge of methodical potential of marketing strategies in companies’ activities in competitive markets of homogeneous high-tech products.
About the Authors
Vera Dmitrievna Markova
https://www.ieie.su/persons/markova-vd.html
Institute of Economics and Industrial Engineering SB RAS, Novosibirsk Novosibirsk State University, Novosibirsk
Russian Federation
Institute of Economics and Industrial Engineering SB RAS, Novosibirsk Novosibirsk State University, Novosibirsk
Russian Federation
Mjen Tzinlin
Institute of Economics and Industrial Engineering SB RAS, Novosibirsk
Novosibirsk State University, Novosibirsk
Russian Federation
Russian Federation
Chzhao Ge
Institute of Economics and Industrial Engineering SB RAS, Novosibirsk
Novosibirsk State University, Novosibirsk
Russian Federation
Russian Federation
References
1. Barden F. The hacking of marketing. The science of why we buy. Moscow, Mann, Ivanov and Ferber, 2014. (In Russ.)
2. Walker O., Jr. Marketing strategy. M: Vershina, 2006. (In Russ.)
3. Grobart S. How Samsung became the world’s no. 1 smartphone maker. Bloomberg Business week, 2013.
4. Laugesen J., Yuan Y. What factors contributed to the success of Apple's iPhone? Mobile Business and Ninth Global Mobility Roundtable (ICMB-GMR), 2010 Ninth International Conference on. IEEE, 2010, p. 91–99.
5. Liu C. H. Application Analysis of Huawei's Smartphone Marketing Strategy. Taiyuan Polytechnic University, 2014.
6. Zhu Z. Z. Network marketing strategy Research of Huawei's smartphones. China University of Geosciences, 2015.
7. Low B. Huawei Technologies Corporation: from local dominance to global challenge? Journal of Business & Industrial Marketing, 2007, vol. 22 (2), p. 138–144.
8. Liu D. Research on Marketing Strategy of Mobile Business. Zhejiang University, 2015.
9. Li Xiaolu. Lenovo Internationalization Strategies. University of Applied Science, 2013.
10. Liu D. Research on Marketing Strategy of Lenovo Mobile Business. Zhejiang University, 2015.
Review
For citations:
Markova V.D., Tzinlin M., Ge Ch. Marketing strategies of smartphones producers. World of Economics and Management. 2017;17(4):158-167. (In Russ.) https://doi.org/10.25205/2542-0429-2017-17-4-158-167
Views:
1318
Email this article 
