Kindle, in Year 2007 for its first time in the world, launched its first eReader with E Ink EPD inside. Then, in Year 2008, Chinese local branded companies launched the first eReader in China market. However, Kindle immediately grabbed about 95% of Chinese market share after entered the Chinese market in 2013. This paper focuses on the study of Kindle's marketing strategy, advantages, and disadvantages, and then provides constructive strategies to China local brands in order to break the monopoly situation of the Chinese market by Kindle.
This paper first analyses the external factors of Chinese eReader market through PEST analysis, and then utilizes SWOT and 4Ps analysis to study the strength, weakness, and marketing strategy of Kindle. Finally, this paper takes China Local Brand, D Company, as a case study, and provides constructive strategies to D Company based on SWOT, STP, and 4Ps analysis.
《Research Result and Contribution》
Kindle, who grabbed about 95% share, monopolies Chinese eReader market. Based on PEST, SWOT, STP, and 4Ps analysis, this paper suggests differentiation strategy to Chinese local eReader companies. Through providing a total different user experience to end users, local eReader companies may have chance to win a place in China market.