Research on Brand Maintenance Strategy Nokia Adopts in China Market Based on TD-SCDMA Standard

摘要：

With the application of TD-SCDMA standard, a series of changes happened in China mobile phone market. For Nokia, which is the largest mobile phone brand in China market, the environment changes, to some extent, may impact its brand strategy in China mobile phone market.Only according to the changes of market conditions, adopt effective brand maintenance strategies timely, can Nokia maintain its market position and value. By analyzing the environment changes in China mobile phone market as a result of the application of TD-SCDMA standard, this paper puts forward to some suggestions that may be useful for Nokia in adopting its brand maintenance strategies.

关键词： TD-SCDMA standard brand maintenance strategy nokia china mobile phone market

作者: Rongsheng Lv Lijun Zou

作者单位: Academy of Management Tianjin University of Technology Tianjin, China

会议类型: 国际会议

会议名称: 2010 International Conference on Management of e-Commerce and e-Government(第四届电子商务与电子政务管理国际会议 ICMeCG 2010)

会议地点: 成都

会议语种:英文

页码: 54-59

在线出版日期: 2010-10-23（万方平台首次上网日期，不代表论文的发表时间）