我国手机制造企业品牌运营策略研究

发布时间：2018-02-26 02:20

本文关键词： 手机市场困境竞争力品牌运营策略　出处：《西南大学》2010年硕士论文　论文类型：学位论文

【摘要】： 我国本土手机企业曾经占据国内手机市场近一半的市场份额,但由于缺乏核心技术、同质化现象严重等问题,国产手机的市场份额从2004年开始全线下滑。时至今日,本土手机的生存环境更是愈加艰难。面对着国际品牌的冲击和“黑手机”的蚕食,本土手机企业举步维艰。本文重点关注本土手机企业在品牌塑造、品牌传播、品牌管理三个阶段的策略选择和实施。立足于当前我国本土手机厂商和国内手机市场现状,通过分析现状以及对本土手机企业与国际手机企业巨头在品牌运营方面的各自采用的策略进行对比分析,找出本土手机企业在品牌运营中面临的问题和存在的不足。通过对国内手机产业发展概况和目前所面临的困境进行深入研究,本文从品牌运营角度出发,提出提升国产手机品牌竞争力的几点建议。主要包括国产手机品牌的塑造、品牌的传播与促销、品牌的管理三个方面的策略建议。
[Abstract]:Domestic mobile phone enterprises once occupied nearly half of the market share of the domestic mobile phone market. However, due to the lack of core technology and serious homogeneity, the market share of domestic mobile phones has been declining since 2004. In the face of the impact of international brands and the encroachment of "mobile phones without legal import procedures", local mobile phone companies are struggling. This paper focuses on the strategy selection and implementation of the local mobile phone enterprises in the three stages of brand shaping, brand communication and brand management, which is based on the current situation of domestic mobile phone manufacturers and the domestic mobile phone market. By analyzing the present situation and comparing the strategies adopted by local mobile phone enterprises and international mobile phone giants in brand operation, this paper finds out the problems and shortcomings of local mobile phone enterprises in brand operation. Through the deep research on the development of domestic mobile phone industry and the current predicament, this paper puts forward some suggestions on how to improve the competitiveness of domestic mobile phone brand from the perspective of brand operation, mainly including the shaping of domestic mobile phone brand. Brand communication and promotion, brand management three aspects of strategic advice.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2;F426.6

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