Bird Cellular Phone Companys Transition Strategy in Financial Distress LI Rong Ting(Student Number: 2005041325) Business administration of Bu College of Manag or associate professor lin m (Abstract) Since China join into the WTO in 2001, the Chinese mobile phone market becomes more competitive. In the fierce branded battle, the domestic brands emergence a substantial increase in the market share between 2003-2004 And the bird cellular phone Company showed particularly prominent. It is unexpected that the domestic brands, who occupied 50% market share, have emerged operating difficulties after a new round of mobile phone technological innovation, some of them even have emerged a serious financial crisis. In this paper, take the Bird Joint-Stock Company as Chinese mobile phone enterprise's typical representative and try to use qualitative analysis to analyze Bird Joint-Stock Companys transition strategy in inancial distress. The findings show that transition strategy of the Bird Joint-Stock Company must be based on the brand building, and then Strengthen technical research and development capabilities and cost control capabilities, implement the product differentiation strategy I Key words l Financial Distress, Bird Cellular Phone Company, Transition Strategy, Product Differentiation Strategy19 Bird Cellular Phone Company's Transition Strategy in Financial Distress LI Rong Ting (Student Number: 2005041325) Business Administration, Department of Business Administration, College of Management Supervisor: Associate Professor LIN Mei 【Abstract】 Since China join into the WTO in 2001, the Chinese mobile phone market becomes more competitive. In the fierce branded battle, the domestic brands emergence a substantial increase in the market share between 2003-2004.And the Bird Cellular Phone Company showed particularly prominent. It is unexpected that the domestic brands, who occupied 50% market share, have emerged operating difficulties after a new round of mobile phone technological innovation, some of them even have emerged a serious financial crisis. In this paper, take the Bird Joint-Stock Company as Chinese mobile phone enterprise's typical representative and try to use qualitative analysis to analyze Bird Joint-Stock Company’s transition strategy in financial distress. The findings show that transition strategy of the Bird Joint-Stock Company must be based on the brand building, and then Strengthen technical research and development capabilities and cost control capabilities, implement the product differentiation strategy. 【Key words】Financial Distress，Bird Cellular Phone Company，Transition Strategy，Product Differentiation Strategy