| ABSTRACT | 第1-4页 |
| 内容摘要 | 第4-8页 |
| Chapter Ⅰ Introduction | 第8-11页 |
| ·Background and Significance of the Study | 第8-9页 |
| ·Study Methodology | 第9页 |
| ·Innovation | 第9-11页 |
| Chapter Ⅱ Theory Review of 4Ps Marketing Mix | 第11-19页 |
| ·Product | 第11-14页 |
| ·Price | 第14-15页 |
| ·Place | 第15-16页 |
| ·Promotion | 第16-19页 |
| Chapter Ⅲ Analysis of Chinese Mobile Phone Industry | 第19-35页 |
| ·Development Steps of Domestic Mobile Phone Industry | 第19-20页 |
| ·Monopolization Stage of Motorola(1987-1995) | 第19页 |
| ·Competition of Three Main Rivals(1996-2000) | 第19-20页 |
| ·Diversified Competition Stage(2000-Now) | 第20页 |
| ·Current Marketing Situation of Domestic Mobile Phone Industry | 第20-23页 |
| ·Increase of Chinese Mobile Phone Output | 第21页 |
| ·Stable Growth of Mobile Phone Export | 第21-22页 |
| ·Increase of Mobile Phone User | 第22-23页 |
| ·Problems in 4Ps Marketing Mix of Domestic Mobile Phone Industry | 第23-35页 |
| ·Product Problem | 第23-25页 |
| ·Price Problem | 第25-28页 |
| ·Distribution(Place)Problem | 第28-31页 |
| ·Promotion Problem | 第31-35页 |
| Chapter Ⅳ Nokia and Its 4Ps Marketing Mix Analysis under Chinese Marketing Environment | 第35-58页 |
| ·History of Nokia | 第35-37页 |
| ·Establishment of Nokia | 第35-36页 |
| ·The Retrospection of Nokia in China | 第36-37页 |
| ·Exterior Factors Analysis of Nokia's 4Ps Marketing Mix in China | 第37-43页 |
| ·Economic Factor Analysis | 第37-38页 |
| ·Political Factor Analysis | 第38-39页 |
| ·Consumer Purchase Factor Analysis | 第39-40页 |
| ·Main Competition Factor Analysis | 第40-43页 |
| ·Interior Factors Analysis of Nokia's 4Ps Marketing Mix in China | 第43-47页 |
| ·Favorable Factor Analysis of Nokia | 第44-45页 |
| ·Unfavorable Factor Analysis of Nokia | 第45-47页 |
| ·4Ps Marketing Mix of Nokia in China | 第47-58页 |
| ·Product | 第47-51页 |
| ·Price | 第51-52页 |
| ·Promotion | 第52-54页 |
| ·Place | 第54-58页 |
| Chapter Ⅴ Implications of Nokia's 4Ps Marketing Mix to Chinese Mobile Phone Industry | 第58-75页 |
| ·Product Improvement | 第58-62页 |
| ·Development of Core Technology | 第58-59页 |
| ·Enrichment of Product Line | 第59-60页 |
| ·Attention to Appearance Design | 第60-61页 |
| ·Improvement of Product Service | 第61-62页 |
| ·Price Adjustment | 第62-64页 |
| ·Maintenance of Price Advantage by Value-Added Product | 第62页 |
| ·Diversification of Pricing Method | 第62-63页 |
| ·Improvement of Price Management | 第63-64页 |
| ·Enhancement of Distribution Management | 第64-69页 |
| ·Development of Diversified Distribution Channel | 第64-66页 |
| ·Development of Strategy Alliance | 第66-67页 |
| ·Simplification of Distribution Layer | 第67-69页 |
| ·Improvement of Promotion System | 第69-73页 |
| ·Innovation of Promotion Concept | 第69-70页 |
| ·Development of Integrated Promotion | 第70-71页 |
| ·Enhancement of Terminal Sales Points Management | 第71-73页 |
| ·Conclusion | 第73-75页 |
| REFERENCES | 第75-78页 |
| ACKNOWLEDGEMENT | 第78-79页 |
