The Marketing Strategies of“Shanzhai Cell Phone Under Differentiated Quality

摘要：

With Shanked and Sutton’s Analysis Framework about Vertical Differentiation, this article uses Industrial Organization Theory’s Differentiated Quality to explain that “Shanzhai mobiles (Shanzhai literally means “mountain fortress, but is used to refer to counterfeit products) can’t be eliminated by the price wars launched by the brand mobile manufacturers. At the same time, the counterfeit mobile manufacturers have no encourage making advertisements and increase advertising investment to foster brand because advertising revenue is less than its investment. Therefore, its optimal choice is to continue maintaining its market policy with low prices and low quality.

关键词： Shanzhai Cell Phone Differentiated Quality Quality Strategies

作者: SUN Mingyu LI Dongsheng

作者单位: Foreign Languages Department,Shandong Institute of Busines 3 and Technology,China School of Economics,Shandong Institute of Business and Technology,China

会议类型: 国际会议

会议名称: 2010 International Conference on Technology Innovation and Industry Development(2010年技术创新与产业发展国际研讨会)

会议地点: 烟台

会议语种:英文

页码: 606-609

在线出版日期: 2010-09-17（万方平台首次上网日期，不代表论文的发表时间）