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In 2008, the global financial crisis triggered by the American subprime mortgage crisis continued to spread, affecting the mobile phone sales market in developed and developing countries to varying degrees. Western Europe and Japan are the hardest hit areas, and mobile phone sales are lower than the same period in 2007. The overall growth in the Asia-Pacific region is the strongest, with sales in the Americas, Eastern Europe, the Middle East and Africa all increasing. Nokia, Sony Ericsson, Motorola and other manufacturers also performed poorly in the second half of 2008. It is predicted that the global mobile phone market will be even worse in 2009, and the global mobile phone sales will drop 1%-4% compared with 2008. Generally speaking, the global mobile phone market will present three new features in 2009: first, the growth of mobile phone production and sales will obviously slow down, or stagnate, or even retrogress; Second, the competition of mobile phones will be more intense, and the price of mobile phones will drop again, among which the price of high-end mobile phones will drop sharply; Third, more powerful IT and communication giants will enter manufacturing and sales terminals, especially smart phones.

In 2008, with the advent of the global financial crisis, the market growth slowed down, the competition among enterprises intensified, and the profitability of mobile phone enterprises in China continued to decline. Compared with foreign mobile phone brands, domestic mobile phone brands have been hit more seriously. Many people have laid off employees for the winter, and some new mobile phones are on the verge of bankruptcy. The market is still dominated by Nokia and Samsung. In addition to the profits of a few domestic mobile phone manufacturers such as ZTE, traditional established mobile phone manufacturers such as Amoi and Bird continue to lose money. The development space of domestic mobile phones is constantly being compressed. In June 2008, +0- 1 1, the whole industry in China produced 519127,000 mobile phones, up 1. 1% year-on-year, down 23% compared with the same period last year (24.3%). It is predicted that the financial crisis in 2009 will further expand the impact on the mobile phone industry in China, and the first half of 2009 will be the most difficult period for the mobile phone market.

However, in the long run, the reorganization of operators, the implementation of a number of policies to expand domestic demand, the issuance of 3G licenses in 2009 and the development of mobile Internet will all provide new opportunities for the mobile phone industry in China, and the reshuffle of the domestic mobile phone market is inevitable. After a certain period of market consolidation, with the competition of operators under the new pattern and the official launch of the 3G market, a new round of rapid growth of the domestic mobile phone terminal market will also come. The popularity of mobile phones will reduce users' demand for basic functions of products, thus bringing about an upgrade of the user structure in the mobile phone market. On 0 17, 2009, the Ministry of Industry and Information Technology issued three 3G licenses to China Mobile, China Telecom and China Unicom, which marked that China officially entered the 3G era. The rise of 3G mobile phones in the future will provide a good opportunity for the development of China's mobile phone industry. How to seize the opportunity will be a problem that domestic mobile phone manufacturers need to seriously consider.

It can be seen that at present, it is a critical period for the development of China's mobile phone industry. In the current situation, a clear understanding of the situation, control of the direction, and a detailed analysis of the environment and future development trend of the mobile phone industry will have a positive guiding role for the long-term development of the mobile phone industry in China and the breakthrough of the mobile phone industry in specific work. Then, under the current development situation of the mobile phone industry, how should China mobile phone enterprises analyze the current development situation of the industry, grasp the future market development direction, adjust the product structure in time, and formulate development strategies according to the industry trends?

This report is mainly based on a large amount of information published and provided by the National Bureau of Statistics, the National Development and Reform Commission, the Ministry of Information Industry, the Ministry of Commerce, the General Administration of Customs, the National Business Information Center, the National Economic Climate Monitoring Center, the Zhongguancun Online Research Center, CCID Consulting, Nuosheng Telecom Consulting, Analysys International, various domestic and foreign newspapers and magazines and professional research institutions, and based on the global mobile phone market and the policy environment of China mobile phone industry. This paper analyzes and forecasts the development status, domestic and foreign markets, upstream and downstream industrial chains, sales channels, industry competition pattern and leading enterprises of China's mobile phone industry, and probes into and judges the development trend and prospect of the mobile phone industry. Finally, on the basis of a lot of analysis and prediction, the development strategy and investment strategy that the mobile phone industry should adopt in the future are put forward. It provides decision-making basis for mobile phone production and distribution enterprises and institutions planning to invest in the mobile phone industry to fully grasp the development trend of the industry, accurately understand the market operation, and correctly formulate enterprise competition strategies and investment strategies, and also has great reference value for bank credit departments.