Research on Marketing Strategy of Chinese Mobile Phone Brands in Southeast Asia

DOI

10.2991/aebmr.k.200708.062How to use a DOI?

Keywords

brand internationalization, Chinese mobile phone brand, Southeast Asian market, marketing strategy

Abstract

Under the background of global economic integration, brand internationalization has become an inevitable trend. The huge growth potential of the Southeast Asian mobile phone market has also become the opportunities which Chinese mobile phone brands should seize. Based on the theory of brand internationalization, this thesis analyzes the development of Chinese mobile phone brands in the Southeast Asian market, and then further discusses the marketing strategies that Chinese mobile phones should take in the Southeast Asian market.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yan Gong
AU  - Li Zhu
AU  - Jingyi Zhu
PY  - 2020
DA  - 2020/07/09
TI  - Research on Marketing Strategy of Chinese Mobile Phone Brands in Southeast Asia
BT  - Proceedings of the 4th International Symposium on Business Corporation and Development in South-East and South Asia under B&R Initiative (ISBCD 2019)
PB  - Atlantis Press
SP  - 322
EP  - 326
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200708.062
DO  - 10.2991/aebmr.k.200708.062
ID  - Gong2020
ER  -