国产手机营销策略研究

摘要

在竞争日益激烈的手机市场上，国产手机品牌面临着众多的机会与威胁。如何制定一种既能利用自身的优势去抓住机会又能克服自身的劣势去回避风险的营销渠道战略，己经成为国产手机品牌能否成功的关键。

随着现代科技的进步和人们生活水平的提高，手机已经成为最受欢迎的电子消费产品。中国在过去几年的快速发展，现在已经成为世界上最大的移动电话市场。与快速发展的国内手机市场相比，国产手机由于起步较晚，在市场上一直处于弱势地位，虽然国内利用手机价格、渠道、促销的优势，一度在2003年国内手机市场份额超过国外品牌的市场份额，但在国外品牌快速调整营销战略和战术，国产手机将回到其原始，市场份额下降到30%在2006年的时候，除了少数手机企业外，大多数企业陷入了亏损的泥潭，更有像熊猫、东信、首信等企业从中国手机市场退出。

本文主要对我国国产品牌手机的营销策略进行研究，从现状，到面临问题，再到对其营销策略的建议，希望本文的研究对我国国产手机的发展有一定的借鉴意义。

关键词：国产手机；营销策略；问题

I

Abstract

In the increasingly fierce competition of the mobile phone market, the domestic mobile phone brand is facing many opportunities and threats. Such as He developed a model can make use of its advantage to seize the opportunities and overcome its disadvantages to avoid the risk of marketing channel strategy, has become the key to the success of the domestic mobile phone brand.

Along with the progress of modern science and technology and the improvement of people's living standard, mobile phone has become the most popular electronic consumer products. China over the past few years of rapid development, has now become the world's largest mobile phone market. With the rapid development of the domestic mobile phone market, homebred mobile phone because of the late start, in the market has been in a weak position, although the domestic mobile phone use price, channel, promotion of advantage, once in 2003, domestic mobile phone market share of more than foreign brand market share, but in foreign brand rapid adjustment of marketing strategy and tactics, homebred mobile phone to be back to its original, market share dropped to 30% in 2006following, in addition to associate a few mobile phone enterprises, the majority was immersed in the lair of deficit, more like a panda, Dongxin, Capitel and other enterprises from the Chinese mobile phone market.

This paper on China's domestic mobile phone brand marketing strategy research, from the current situation, the problems, and then to the marketing strategy recommendations, hope this paper on China's domestic mobile phone development has certain reference significance.

Key word：Homebred mobile phone；Marketing strategy；Problem

II

目录

摘要 ............................................... I Abstract ............................................ II 1 引言.. (1)

1.1 写作的背景及意义 (1)

1.1.1写作的背景 (1)

1.1.2写作的意义 (1)

1.2 写作内容及框架 (1)

2 营销策略的理论概述 (2)

2.1市场营销策略 (2)

2.2营销组合策略 (2)

2.2.1 产品策略 (2)

2.2.2 价格策略 (3)

2.2.3 渠道策略 (3)

3 国产手机营销现状 (3)

3.1 潜在进入者多 (4)

3.2 经济环境 (4)

3.3 生产策略贴近中国市场 (4)

3.4 终端市场的把握 (5)

3.5 供应商 (5)

3.6 同行业的竞争者 (5)

4 国产手机营销策略存在的问题 (7)

4.1 品牌意识不强 (7)

4.2渠道问题 (7)

4.3 产品质量较差 (8)

1