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A Study from Cultural Perspective on Mobile Phone Manufacturers’
Marketing
Strategies in China
Abstract 1
1. Introduction 3
1.1 Background of the research 3
1.2 Research objectives 3
1.3 The research problem 4
2. A review of literature 4
2.1 Marketing theory 4
2.2 Culture and its effect on marketing 6
2.2.2 Culture and marketing 8
2.3 Chinese culture 8
2.4 The standardization versus adaptation 10
2.5 Methods for marketing research 13
3. Research design and methods 20
3.1 Interviews with managers 20
3.2 Emailing questionnaire 21
3.3 Secondary research 21
3.4 Data analysis 21
3.5 Research limitation 22
4. Results 23
4.1 The structure of existing brands in China 23
4.2 Mobile phone manufacturers' marketing environments in
China 24
4.3 Presentation of the results 24
5. Discussion of the Results 31
5.1 Relationships 31
5.2 The change of women’s role 33
5.3 ”Face” factor and its implication for mobile phone consuming
34
5.4 Aesthetics 35
6. Conclusions 36
Appendixes 37
Bibliography 40
Abstract
The working title of this dissertation is “A Study from Cultural
Perspective on Mobile Phone Manufacturers’ Marketing Strategies
in China.” It tries to study the marketing strategies of domestic
and foreign mobile phone manufacturers from the perspective
of culture with the method of case study. The dissertation
contains 6 parts. Chapter 1 is an introduction to the whole
thesis briefing the significance and structure of the research.
Chapter 2 is the literature review including the marketing
theory, culture and its Influence on marketing, standardization
versus adaptation and Chinese culture. Chapter 3 is the methodology
which describes the research methods for the primary and secondary
data collection. Chapter 4 is presentation and analysis of
the results, which firstly presents data collected from the
research, and secondly analyses the data from aspects of the
structure of the existing brands in China and domestic mobile
phone manufacturers’ marketing environment. In addition, a
discussion of the results is made from perspectives of relationships,
the change of women’s role, ”face” factor and its implication
for mobile phone consuming and aesthetics. Chapter 6 gives
a conclusion to the whole research. The study indicates that
domestic brands built closer relationships with dealers and
customers by innovating channels and promotion strategies
than foreign brands; mobile phones designed by domestic brands
met the aesthetics of Chinese people better than foreign brands;
the products design of domestic brands considered the change
of women's role in China; the products of domestic mobile
phone manufacturers took the face of Chinese consumers into
consideration. Despite the large market share, domestic mobile
phone manufacturers still face many difficulties. They need
to go on taking deeper insights into the culture and develop
more reasonable marketing strategies to regain their advantages.
One implication from the current study is that when competing
in the international market, mobile phone manufacturers should
take cultural elements into consideration when they design
and implement the marketing strategies. Only by this way can
they gain their marketing aims.
Keywords: marketing strategies, mobile phone manufacturers,
culture, Nokia
Dissertation requirement
1 保留 问卷和采访 磁带或 文本。学校会让我们递交。所以请随 论文一起发给我。
除了 REFERENCE，APPENDICES AND ACKNOWLEDGEMENTS 论文的字数不超过15000。
l Content and layout
l Declaration
l Acknowledgements 对指导老师，家人，朋友，和其他重要人帮助论文 完成的感谢
l Abstract 250-300字
l Table of contents ideally, first-order headings should be
included, if tables and figures are used these should be labeled
and listed in the contents, any appendices should also be
referenced in the table of contents
l Main text
l Introduction: around 1000words
ü The problem/issue/opportunity under investigation
ü The key theoretical and empirical issues involved
ü The background concerning how the project came about
ü Why the topic is important and to whom
ü The design choise that were considered and rejected or selected
ü How the investigation is to be approached
ü The research objectives or questions
ü How the dissertation is organized-the chapter structure
and what may be found in each chapter
l A review of literature: 4000-6000 words
ü An introduction that clearly indicates the aim of the review
and the reasons for the structure you have chosen
ü A discussion of the theoretical perspectives of previous
authors in your field or related fields
ü A summary of the main empirical findings of previous research
and other revelant deta, stressing those ideas and empirical
findings that are important for dissertation, including those
you challenge and reject and those have proved to be useful
to you in developing your own ideas,and which have influenced
you significantly
ü Your owm criticisms of other writers’ assumptions ,perspectives
and arguments.which bring out the reason for the direction
of your own research, expressed as a series of research propositions
you have deduced from your reading of the literature to be
tested empirically,or research objectives which frame a piece
of qualitative fieldwork
ü Concluding summary of your reasons for the structure and
direction of our own research
l Research design and methods 2000 words
ü A fuller and more detailed explanation of the research objectives
than was outlined in the Introduction
ü A rationale for the choice of research strategy chosen to
tackle the research objectives
ü The key concepts ,how they are defined and how they are
to be measuredü The theories , hypotheses,models being development
or tested
ü The range and type of data collected
ü A detailed account of the methods used. For example is it
largely qualitative, quantative or some combination? In either
case you should specify the population of cases that are the
focus of the research ,comment on the need for sampling, the
sampling frames that have been used ,the type of the sampling,the
size of sample,the data collection methods and the data capture
instruments.
ü The data analysis procedures used, for example, was statistical
inference used in addition to descriptive statistics?
ü A discussion of problems/diffculties associated with the
implementing the methods used, together with an account of
any changes made during the couse of the research
ü The limitations of the research design and methods utilized
l Results 4000words
To structure into broad topics that your respondents have
commented on. Use quotes to illustrate the findings, but be
selective. Try to go beyond merely reporting back what respondents
have said to you—be analytic. Look for the structures and
processes that appear to lie behind what people are saying.
ü A description of the sample composition
ü Univriate analysis of the results
ü Bivariate and multivariate analysis looking at the relationships
between variables
ü Testing for the statistical significance of the hypotheses
if the sample was a random one,
ü Discussion of the findings ,including their scope and possible
limitatins
Use tables and charts selectively—do not just do a pie chart
for each variable!!
Remember that most of the tables will go into an appendix.in
the text,put those tables that bring out the key findings.
l Conclusions 2000words
ü A summary of the key findings
ü A comparison of these findings both with your research objectives
( or hypotheses being tested) and with the literature you
have reviewed
ü The implications of these findings both for academic theory
and marketing practice and for the companies, organizations
or individuals who have been the focus of the research
ü Any recommendations you may have
ü How future research may be developed
l Appendices
ü Any materials used, e.g. copies of advertisements
ü A clean copy of any questionnaires used
ü A list of organizations if appropriate
ü Details of any special techniques used
ü Tables and charts not used in the main text
l Bibliography
This should include only the works specifically referenced
within the text, and is usually in alphabetical order. The
Harvard system of referencing is one of that is commonly used
and is recommended.
P.S. where you have collected primary data for your dissertation
it is essential that you keep these data so that they are
available for examination should it be considered necessary
by the internal or external examiners. SO. Keep all questionnaires
and interview tapes/transcripts so that they can be sent to
us if you are asked to do so.
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