| Acknowledgements | 第1-6页 |
| Abstract(Chinese) | 第6-7页 |
| Abstract(English) | 第7-10页 |
| Introduction | 第10-13页 |
| Chapter One Four Stages of China's Mobile Industry | 第13-22页 |
| ·Stage one:The Age of Foreign Brands' Market Monopoly(1987—1997) | 第15-16页 |
| ·Stage Two:The Emergence and Steady Growth of Domestic Brands | 第16-18页 |
| ·Stage Three:Domestic Brands' Historic Success | 第18-20页 |
| ·Stage Four:The Bubble Burst & Industrial Reshuffling | 第20-22页 |
| Chapter Two The Rapid Growth of China's Mobile Phone Brands from 1998 to 2003 | 第22-34页 |
| ·The Macro- Environment:A Huge Market plus Firm Support from the Government | 第22-24页 |
| ·Micro Analysis:Unswerving Efforts of Domestic Producers | 第24-34页 |
| ·Quantity Initiative and Product Diversification(Product) | 第24-26页 |
| ·Distribution Channel Upgrading(Place) | 第26-30页 |
| ·Low Prices,Large Volumes(Price) | 第30-31页 |
| ·New Marketing Tactics to Push up Sales(Promotion) | 第31-34页 |
| ·Brand Association Strategy:Super Star Brings Super Product | 第31-32页 |
| ·Great Emphasis on the Sales at Distribution Terminals | 第32-34页 |
| Chapter Three An Analysis of China's Mobile Brands' Dramatic Drop in Market Share | 第34-56页 |
| ·An Analysis of External Causes | 第34-42页 |
| ·Changes of the Market and Governmental Policies | 第35-37页 |
| ·Foreign Brands' Strategic Readjustments | 第37-41页 |
| ·Striving to Win Low-End Market | 第37-39页 |
| ·Reforming Dilapidated Distribution Channels | 第39-41页 |
| ·Disruptive Influence of Unlicensed Products | 第41-42页 |
| ·Internal Cause:The Lack of Core Competences | 第42-56页 |
| ·A Brief Introduction to the Core Competence Theory | 第43-48页 |
| ·The Lack of Core Competences:The Ultimate Cause | 第48-56页 |
| ·The Lack of Clear and Firm Corporate Values | 第48-52页 |
| ·No Core Technologies and Patents,No Sustainable Development | 第52-53页 |
| ·Lack of Strong Corporate Cultures | 第53-56页 |
| Chapter Four Countermeasures for Domestic Mobile Brands | 第56-71页 |
| ·Improving External Environment | 第56-59页 |
| ·Strengthening Governmental Regulation and Supervision on the Market | 第56-57页 |
| ·Industry Associations | 第57-58页 |
| ·Cooperation Between Mobile Operators and Domestic Brands | 第58-59页 |
| ·Fostering Core Competencies | 第59-71页 |
| ·Mastering and Developing Core Technologies | 第60-63页 |
| ·Cultivating Superior Corporate Culture | 第63-67页 |
| ·Brewing a Culture of Learning | 第63-64页 |
| ·Excellent Entrepreneurs and Superior Corporate Cultures | 第64-65页 |
| ·A Culture of Sincerity | 第65-67页 |
| ·Fostering Strong Brand | 第67-71页 |
| Conclusion | 第71-74页 |
| Bibliography | 第74-76页 |
| 指导教师评语 | 第76页 |
