Proceedings of the 4th International Symposium on Business Corporation and Development in South-East and South Asia under B&R Initiative (ISBCD 2019)

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

Authors
Yan Gong, Li Zhu, Jingyi Zhu
Corresponding Author
Jingyi Zhu
Available Online 9 July 2020.
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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Volume Title
Proceedings of the 4th International Symposium on Business Corporation and Development in South-East and South Asia under B&R Initiative (ISBCD 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
9 July 2020
ISBN
978-94-6252-983-0
ISSN
2352-5428
DOI
10.2991/aebmr.k.200708.062How to use a DOI?
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/).

Cite this article

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  -