DP公司PT品牌手机退出中国市场案例研究

发布时间：2018-06-15 19:50

本文选题：手机 + 退市　；参考：《大连理工大学》2008年硕士论文

【摘要】： 在当下日益激烈的竞争环境下,市场营销战略日益凸显成为企业成败与否的关键所在。纵观中国手机营销20年,不难看出其亦经历了以产品为导向、以产品创新为核心工具的第一代营销和依靠多种营销手段创新的第二代营销及目前的第三代4Ps整合战略营销。几乎所有的手机企业,包括跨国公司和民族品牌,大家都认识到:每一部手机的销售都不仅仅取决于单一营销功能的创新,而是取决于产品、价格、渠道、促销四大方面的系统努力,企业要将产品销售出去,必须保证这四个方面都达到一个优势的并且在整体上相一致的水平。本文首先给出了研究对象DP公司从诞生到推出PT品牌手机再到退市的客观轨迹,并在案例中详尽给出了DP公司的经营战略、组织架构、生产和技术能力以及营销策略等。其次,通过对DP公司所处的外部宏观环境、产业发展规模和企业自身内部资源进行了多角度、深入细致的分析,并利用SWOT分析方法,找出了影响企业生存和发展的外部机会、威胁;企业本身的优势、劣势。同时,全面分析了作为市场营销战略核心和具体实施的PT手机市场营销组合策略,并指出其中优劣。论文最后针对致使PT手机退市的几个关键问题提出了相应建议。本课题通过对PT品牌手机退出中国市场这一典型案例的研究,试图为业内其他企业尤其是新晋外资品牌企业在中国市场的营销战略决策方面提供一些有价值的参考,也希冀为今后相关领域的研究略做贡献。
[Abstract]:In today's increasingly fierce competition environment, marketing strategy has increasingly become the key to success or failure of enterprises.
Throughout the 20 years of mobile marketing in China, it is not difficult to see that it has also experienced the first generation marketing with product innovation as the core tool, the second generation marketing and the current third generation of 4Ps integrated strategic marketing which relies on various marketing means. Almost all mobile companies, including transnational corporations and national brands, have all realized that The sales of each mobile phone depends not only on the innovation of the single marketing function, but on the system efforts of the four aspects of product, price, channel and promotion. The enterprise wants to sell the product. It is necessary to ensure that both of these four aspects reach an advantage and in the same level as a whole.
This article first gives the objective trajectory of the research object DP company from the birth to the launch of the PT brand cell phone to the delisting. In the case, it gives a detailed description of the business strategy, organizational structure, production and technical ability and marketing strategy of DP company.
Secondly, through the external macro environment, the scale of industrial development and the internal resources of the enterprise, DP company has carried on a multi angle, in-depth analysis, and uses the SWOT analysis method to find out the external opportunities that affect the survival and development of the enterprise, the threat, the advantages and disadvantages of the enterprise itself. At the same time, it analyzes the marketing strategy in an all-round way. Core and specific implementation of PT mobile phone marketing mix strategy, and points out the advantages and disadvantages.
Finally, the paper puts forward corresponding suggestions for several key problems that lead to the delisting of PT mobile phones.
Through the study of the typical case of PT brand mobile phone withdrawing from the Chinese market, this paper tries to provide some valuable reference for other enterprises in the industry, especially the new foreign brand enterprises, in the marketing strategy of the Chinese market, and also hope to make a little contribution to the research in the related fields in the future.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.6

【参考文献】