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A Study from Cultural Perspective on Mobile Phone Manufacturers’ Marketing Strategies in China Abstract 1 1. Introduction 3 1.1 Background of the research 3 1.2 Research objectives 3 1.3 The research problem 4 2. A review of literature 4 2.1 Marketing theory 4 2.2 Culture and its effect on marketing 6 2.2.2 Culture and marketing 8 2.3 Chinese culture 8 2.4 The standardization versus adaptation 10 2.5 Methods for marketing research 13 3. Research design and methods 20 3.1 Interviews with managers 20 3.2 Emailing questionnaire 21 3.3 Secondary research 21 3.4 Data analysis 21 3.5 Research limitation 22 4. Results 23 4.1 The structure of existing brands in China 23 4.2 Mobile phone manufacturers' marketing environments in China 24 4.3 Presentation of the results 24 5. Discussion of the Results 31 5.1 Relationships 31 5.2 The change of women’s role 33 5.3 ”Face” factor and its implication for mobile phone consuming 34 5.4 Aesthetics 35 6. Conclusions 36 Appendixes 37 Bibliography 40 Abstract The working title of this dissertation is “A Study from Cultural Perspective on Mobile Phone Manufacturers’ Marketing Strategies in China.” It tries to study the marketing strategies of domestic and foreign mobile phone manufacturers from the perspective of culture with the method of case study. The dissertation contains 6 parts. Chapter 1 is an introduction to the whole thesis briefing the significance and structure of the research. Chapter 2 is the literature review including the marketing theory, culture and its Influence on marketing, standardization versus adaptation and Chinese culture. Chapter 3 is the methodology which describes the research methods for the primary and secondary data collection. Chapter 4 is presentation and analysis of the results, which firstly presents data collected from the research, and secondly analyses the data from aspects of the structure of the existing brands in China and domestic mobile phone manufacturers’ marketing environment. In addition, a discussion of the results is made from perspectives of relationships, the change of women’s role, ”face” factor and its implication for mobile phone consuming and aesthetics. Chapter 6 gives a conclusion to the whole research. The study indicates that domestic brands built closer relationships with dealers and customers by innovating channels and promotion strategies than foreign brands; mobile phones designed by domestic brands met the aesthetics of Chinese people better than foreign brands; the products design of domestic brands considered the change of women's role in China; the products of domestic mobile phone manufacturers took the face of Chinese consumers into consideration. Despite the large market share, domestic mobile phone manufacturers still face many difficulties. They need to go on taking deeper insights into the culture and develop more reasonable marketing strategies to regain their advantages. One implication from the current study is that when competing in the international market, mobile phone manufacturers should take cultural elements into consideration when they design and implement the marketing strategies. Only by this way can they gain their marketing aims. Keywords: marketing strategies, mobile phone manufacturers, culture, Nokia Dissertation requirement 1 保留问卷和采访磁带或文本。学校会让我们递交。所以请随论文一起发给我。除了 REFERENCE，APPENDICES AND Acknowledgements 论文的字数不超过15000。 l Content and layout l Declaration l Acknowledgements 对指导老师，家人，朋友，和