Research on Brand Maintenance Strategy Nokia Adopts in China Market Based on TD-SCDMA Standard

Abstract

With the application of TD-SCDMA standard, a series of changes happened in China mobile phone market. For Nokia, which is the largest mobile phone brand in China market, the environment changes, to some extent, may impact its brand strategy in China mobile phone market. Only according to the changes of market conditions, adopt effective brand maintenance strategies timely, can Nokia maintain its market position and value. By analyzing the environment changes in China mobile phone market as a result of the application of TD-SCDMA standard, this paper puts forward to some suggestions that may be useful for Nokia in adopting its brand maintenance strategies.