Nokia's decline is limited to its mobile phone division, which was once the pride of Europeans for Nokia, the world's communications giant. China also has a large number of loyal consumers, but from the marketing point of view, any brand has four periods. Like animals and plants, this life cycle has experienced a process of birth, growth, maturity and decline. In the field of marketing, it is called brand life cycle, which includes five stages: gestation, infancy, growth, maturity and decline. After research and development, trial sale, and then entering the market, the products gradually formed a certain influence and produced a brand. Then grow step by step on this basis, until the final product falls out of favor in the market and the brand no longer has influence. Nokia, a Finnish company with a history of over 140 years, has even become synonymous with "mobile phone" in many markets. However, after reaching the peak, Nokia began to decline slowly. \x0d\ Although many organizations and individuals in the world have published the reasons for the weakness of Ruokia, and there are also many views from different angles and levels, from the marketing point of view, it mainly falls into the following reasons: \x0d\ 1. Strategic error: failure to adjust the smartphone in time; \x0d\ Nokia's management was intoxicated with the temporary glory, lacked forward-looking strategic vision, and failed to make ambitious development plans, so that it failed to make a decisive decision when competitors attacked. Nokia's management pays too much attention to the "incremental innovation" of existing products and ignores the "destructive innovation". Strategic planning is even worse. Its main operating system is Sysbian, but it also develops Maemo/MeeGo system. Nokia doesn't know which platform will succeed in the future. It wants to take into account the development of both platforms at the same time, but this means that the company does not know the importance of the ecosystem to mobile phone manufacturers. From the market point of view, when both Android and iOS are rising stars in the market, Nokia failed to decisively give up the Sysbian system and turn to the new generation MeeGo platform, which is a fatal mistake. It was another wrong step to abandon the self-developed Sysbian and MeeGo and invest in the immature WinPhone system at that time. \x0d\2。 Internal reasons: the management of the company failed to implement it; \x0d\ In order to turn the tide, in 20 10, Nokia hired former Microsoft executive StephenElop as Nokia CEO, hoping to turn the tide. Elop made a lot of layoffs after taking office. By the end of the third quarter of 20 10, the total number of employees in the company's mobile phone and map department was only 44,630, far lower than 60,995 in the same period last year. Nokia's R&D department is the key to the company's success, but Nokia's corporate culture has limited the development of this department. Due to the lack of foresight and execution of Nokia management, some good ideas put forward by R&D department were finally shelved. In fact, Nokia can respond quickly according to market changes, but at the same time they have met two more innovative rivals in the world today, Google and Apple. \x0d\3。 Wrong direction: Failed to select Android system. \x0d\ According to the data provided by the market research organization Konas, at the end of 20 10, the market share of Android system officially surpassed that of Nokia Sysbian, becoming the most used operating system in the field of smart phones. According to the data released by IDC, in the third quarter of 20 12, Android system occupied 75% of the global smartphone field. IDC said in another report that Nokia fell out of the top five smartphone manufacturers in the world in 20 12 and 10. In order to recover the decline, Nokia adopted a new strategy in February, 20 12, and decided to abandon the Sysbian system that had been in operation for many years, but wrongly invested in Microsoft's WindowsPhone ecosystem. The flatter and farther it goes on the wrong road, the harder it is to return!