我国手机市场现状及发展分析

我国手机市场现状及进展分析指导老师:郝宏兰

学生：孙晓净

北京交通大学2014年4月

目录

目录 (2)

中文摘要 (3)

ABSTRACT (4)

1绪论 (5)

1.1 研究背景 (5)

1.2 研究意义 (6)

1.3论文研究的要紧内容 (7)

2我国手机市场状况分析 (8)

2.1移动电话得到超前进展 (8)

2.2手机市场竞争激烈 (8)

2.3手机由“模拟”向数字方向进展 (9)

2.4国外手机品牌仍然占据大部分的市场份额 (9)

2.5智能手机市场激增 (11)

2.6竞争使手机价值持续下降趋势 (11)

3我国手机市场存在的要紧问题 (13)

3.1国产手机转型升级偏缓，缺乏核心竞争力 (13)

3.2国外品牌手机垄断市场的局面 (13)

3.3国际贸易摩擦升级，阻碍我国手机出口 (14)

3.4信任危机（售前、售后） (15)

3.5营销问题 (16)

4我国手机市场PEST分析（宏观环境分析） (17)

4.1 PEST分析法简介 (17)

4.2政治环境分析 (18)

4.3经济环境分析 (18)

4.4迅速进展的技术环境分析 (19)

4.5社会文化环境分析 (19)

5 我国手机市场需求分析 (20)

5.1手机产品的寿命周期分析 (20)

5.2当前手机市场的特点 (21)

5.2.1国产智能手机抢占市场 (21)

5.2.2合约机渐受消费者青睐 (22)

5.3市场需求规模预测 (23)

5.4手机增值市场规模预测 (24)

5.5手机市场成功关键因素 (24)

5.6以后手机需求的特点 (25)

6我国手机市场进展策略 (26)

6.1技术创新,跨越式进展手机生产技术，积极建设研发机

构 (26)

6.2创新营销模式 (26)

6.3 国际化进展战略(技术、国际市场) (27)

6.4建立手机产业链战略联盟 (27)

6.5服务创新 (28)

6.6储备和吸引人才 (29)

7 结论 (30)

参考文献 (31)

致谢 (32)

中文摘要

就像家电、电脑一样，当前我国国产手机进展迅速，手机市场由成长期进入成熟期。市场表现为竞争逐渐加剧，市场利润

率开始下降，开始出现大量库存。在国外，尤其是发达国家，手机市场差不多是一个成熟的行业，产业利润率降低，竞争日益激烈，裁员等等，一些大企业致力开发新产品，寻求新的增长点。而我国手机产业所进展依旧近几年的事。本文的要紧贡献在于，一方面系统分析我国手机市场现状；另一方面，通过对我国手机市场所处的环境，对国内外手机厂商进行综合分析，提出我国手机市场的进展构想，实行纵向整合，努力开拓国际市场，建立手机产业链联盟，积极建设研发机构，储备和吸引人才等等，对国内手机的进展提出自己的见解，希望能为保持手机市场健康、稳定的进展做出贡献。

关键词：手机市场国产品牌宏观环境市场需求产业战略联盟

ABSTRACT

As household appliances, computers, the current domestic handset has developed rapidly in our country, the mobile phone market by growth into maturity. Characterized by market competition intensified, the market profit margins fell, began to appear a large number of inventory. In foreign countries, especially developed countries, the mobile phone market is already a mature industry, industry profit margins are low, competition is increasingly fierce, layoffs and so on,

some big enterprises to develop new products, seek new growth point. And development in Chinese mobile phone industry is in recent years. The main contribution of this paper is to, on the one hand, system analysis of the status quo of the mobile phone market in China; Through to our country, on the other hand, the mobile phone market environment, the comprehensive analysis of mobile phone manufacturers at home and abroad, put forward the development of Chinese mobile phone market conception, implement vertical integration, efforts to expand the international market, a mobile phone industry chain alliance, the positive construction of research and development institutions, reserves and attract talent, etc., put forward his opinion on the development of domestic mobile phone, hope to keep the mobile phone market to contribute to the healthy and stable development.

Key words: Chinese brand mobile phone market macro environment demand industry strategic alliance