MARKETING STRATEGIES OF SMARTPHONES PRODUCERS
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,...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Russian |
| Published: |
Novosibirsk State University Press
2017-12-01
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| Series: | Mir Èkonomiki i Upravleniâ |
| Subjects: | |
| Online Access: | https://nsu.ru/ef/vestnik_ngu_ef/2017_4_11 |
| _version_ | 1819046252185124864 |
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| author | Markova V. Tzinlin M. Ge C. |
| author_facet | Markova V. Tzinlin M. Ge C. |
| author_sort | Markova V. |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-21T10:41:31Z |
| format | Article |
| id | doaj.art-4e7d884ee93a4caebf032f024184a987 |
| institution | Directory Open Access Journal |
| issn | 2542-0429 2542-0429 |
| language | Russian |
| last_indexed | 2024-12-21T10:41:31Z |
| publishDate | 2017-12-01 |
| publisher | Novosibirsk State University Press |
| record_format | Article |
| series | Mir Èkonomiki i Upravleniâ |
| spelling | doaj.art-4e7d884ee93a4caebf032f024184a9872022-12-21T19:06:55ZrusNovosibirsk State University PressMir Èkonomiki i Upravleniâ2542-04292542-04292017-12-0117 (4)15816710.25205/2542-0429-2017-17-4-158-167MARKETING STRATEGIES OF SMARTPHONES PRODUCERSMarkova V.0Tzinlin M.1Ge C.2Institute of Economics and Industrial Engineering SB RAS; Novosibirsk State UniversityInstitute of Economics and Industrial Engineering SB RAS; Novosibirsk State UniversityInstitute of Economics and Industrial Engineering SB RAS; Novosibirsk State UniversitySmartphones 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.https://nsu.ru/ef/vestnik_ngu_ef/2017_4_11маркетинговые стратегиирынок смартфоновкомпании AppleSumsungHuawei и Lenovomarketing strategiessmartphones marketAppleSamsungHuawei and Lenovo companies |
| spellingShingle | Markova V. Tzinlin M. Ge C. MARKETING STRATEGIES OF SMARTPHONES PRODUCERS Mir Èkonomiki i Upravleniâ маркетинговые стратегии рынок смартфонов компании Apple Sumsung Huawei и Lenovo marketing strategies smartphones market Apple Samsung Huawei and Lenovo companies |
| title | MARKETING STRATEGIES OF SMARTPHONES PRODUCERS |
| title_full | MARKETING STRATEGIES OF SMARTPHONES PRODUCERS |
| title_fullStr | MARKETING STRATEGIES OF SMARTPHONES PRODUCERS |
| title_full_unstemmed | MARKETING STRATEGIES OF SMARTPHONES PRODUCERS |
| title_short | MARKETING STRATEGIES OF SMARTPHONES PRODUCERS |
| title_sort | marketing strategies of smartphones producers |
| topic | маркетинговые стратегии рынок смартфонов компании Apple Sumsung Huawei и Lenovo marketing strategies smartphones market Apple Samsung Huawei and Lenovo companies |
| url | https://nsu.ru/ef/vestnik_ngu_ef/2017_4_11 |
| work_keys_str_mv | AT markovav marketingstrategiesofsmartphonesproducers AT tzinlinm marketingstrategiesofsmartphonesproducers AT gec marketingstrategiesofsmartphonesproducers |