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《國(guó)產(chǎn)手機(jī)品牌的市場(chǎng)競(jìng)爭(zhēng)策略淺析》由會(huì)員上傳分享，免費(fèi)在線(xiàn)閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫(kù)。
1、摘要隨著信息化時(shí)代的到來(lái)，手機(jī)已經(jīng)成為非常普及的通訊工具。中國(guó)手機(jī)市場(chǎng)發(fā)展之初，一直都是國(guó)外手機(jī)品牌占領(lǐng)著屮國(guó)市場(chǎng)，直到1997年，才陸續(xù)有國(guó)產(chǎn)手機(jī)品牌進(jìn)入中國(guó)手機(jī)市場(chǎng)。到現(xiàn)在的2014年，國(guó)產(chǎn)手機(jī)已經(jīng)經(jīng)歷了17年，并已經(jīng)形成了一定的規(guī)模，同時(shí)若干個(gè)國(guó)產(chǎn)手機(jī)已經(jīng)進(jìn)軍國(guó)外市場(chǎng)，走向品牌全球化。但是，國(guó)產(chǎn)手機(jī)品牌的發(fā)展過(guò)程中述存在著許多潛在的威脅，例如：產(chǎn)品的性能不足，沒(méi)有擁有核心技術(shù)，售后服務(wù)不到位等問(wèn)題。中國(guó)手機(jī)市場(chǎng)的總體容量和前景非常誘人，手機(jī)品牌之間的競(jìng)爭(zhēng)也非常激烈。要在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得勝利，就必須了解市場(chǎng)現(xiàn)狀和有相應(yīng)的
2、營(yíng)銷(xiāo)創(chuàng)新策略。國(guó)產(chǎn)手機(jī)企業(yè)在保證產(chǎn)品質(zhì)量的前提下，必須在細(xì)分市場(chǎng)上以差異化產(chǎn)品為基礎(chǔ)，以服務(wù)差異化為競(jìng)爭(zhēng)底牌，貼近國(guó)內(nèi)消費(fèi)者的消費(fèi)需求，才能在競(jìng)爭(zhēng)中立于不敗之地。本文通過(guò)對(duì)國(guó)內(nèi)外手機(jī)品牌營(yíng)銷(xiāo)策略的對(duì)比分析，運(yùn)用SWOT分析法和4P分析法，找出國(guó)產(chǎn)手機(jī)在品牌經(jīng)營(yíng)管理屮的成功Z道和不同之處，研究國(guó)產(chǎn)手機(jī)與國(guó)外手機(jī)的品牌差距，以期為國(guó)產(chǎn)手機(jī)的經(jīng)營(yíng)管理捉出冇建設(shè)性的意見(jiàn)。關(guān)鍵詞：國(guó)產(chǎn)手機(jī)；品牌；問(wèn)題；對(duì)策AbstractWiththeadvantageousofinformationage,mobilephoneshavebecomev
3、erypopularcommunicationtool.AtthebeginningofChinesemobilephonemarket,Chinesemobilephonemarkethasbeenoccupiedbyforeignbrands?adomesticmobilephonebrandtoentertheChinesemobilephonemarketuntil1997.In2014,domesticmobilephonehasalreadygonethrough17yearsandhasformedacertain
4、scale?Nowanumberofdomesticmobilephonehasbeenenteringforeignmarketsinordertothebrandofglobalization.However,therearestillmanypotentialthreatsinthedevelopmentofdomesticmobilephonebrand,suchas:productperformance,lackofcoretechnology,serviceisnotinplaceandsoon.Theoverall
5、capacityandoutlookofChinesemobilephonemarketisveryattractive,competitionamongmobilephonebrandsarcalsoveryintense?Ifwanttobethewinnerinthefiercecompetitioninthemarket,comprehendthemarketsituationandinnovationstrategyisnecessary.Thispaperhadresearcheddomesticandforeign
6、mobilephonebrandmarketingstrategy,findouttheadvantagesandshortcomingsofthemanagementinChina-mademobilephonebrand.Onlyonthepreconditionofproductsqualitywairanty,onbaseofdiversifiedproductsinsubsectionmarket,regardingservicediversifyasthebaselineofcompetition,closetoth
7、econsumptiondemandofdomesticconsumers,thehomemadecallphoneenterprisecansucceedinthecompctition?Inthispaper,thegapbetweenChinamobilephonebrandandworldwidebrandhasbeeninvestigated,usedSWOTmethodand4Pmethod,withaviewtoprovideconstructiveadvicesforthemanagementofChina-ma
8、dehandsets.Keywords:China-mademobilephone;Brand;Question;Countermeasure2市場(chǎng)競(jìng)爭(zhēng)理論及品牌競(jìng)爭(zhēng)策略概述22.1市場(chǎng)競(jìng)爭(zhēng)理論22.1.1市場(chǎng)競(jìng)爭(zhēng)的涵義與類(lèi)型22.1.2基木競(jìng)爭(zhēng)戰(zhàn)略22.2.3
