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一、中国市场品牌发展历程1987年,中国广东省蜂窝式移动通信业务的正式开通,标志着中国通信市场开始步入移动通信时代。经过10余年的发展,中国已成长为全球最大的手机市场,竞争态势也日趋激烈(图表1)。迄今为止,中国手机市场的品牌格局演变经历了以下三个阶段:第一阶段 (1987～1995年)摩托罗拉一枝独秀摩托罗拉是模拟手机时代无可争议的王者,它以绝对的优势地位独霸中国手机市场,并成功地将其品牌定义为行业代言人。第二阶段 (1996～2000年)摩托罗拉、诺基亚、爱立信三足鼎立爱立信与诺基亚在摩托罗拉之后相继进入中国市场,并很快形成三大品牌鼎足而立的寡头垄断格局。其它国际品牌及中国本土品牌也开始登上竞争舞台,并初露
First, the Chinese market brand history In 1987, Guangdong Province, China cellular cellular service business was officially opened, marking the beginning of China’s communications market into the era of mobile communications. After more than 10 years of development, China has grown into the largest mobile phone market in the world, and its competitive situation is becoming increasingly fierce (Figure 1). So far, the evolution of China’s mobile phone market has undergone the following three stages: The first stage (1987 ~ 1995) Motorola thriving Motorola is the undisputed king of analog mobile phone era, it dominate the Chinese mobile phone market in absolute superiority, And successfully defined its brand as an industry spokesperson. The second stage (1996 ~ 2000) Motorola, Nokia, Ericsson, the three pillars Ericsson and Nokia have entered the Chinese market after Motorola, and soon formed a tripartite stand-alone oligopoly pattern of the three major brands. Other international brands and local Chinese brands have also started to compete on the stage, and the beginning of the show