国产手机的品牌营销策略研究

发布时间：2018-06-24 17:40

本文选题：手机 + 国产品牌　；参考：《山东大学》2008年硕士论文

【摘要】： 本论文通过对我国国产品牌手机市场份额的变化及品牌影响力分析,阐述了中国手机市场的市场发展现状(市场规模和结构、市场特点等)和发展趋势,对手机市场的竞争现状、竞争格局、消费者市场需求、国内外手机厂商的品牌营销策略进行了详尽的分析,并具体介绍了摩托罗拉、诺基亚、三星等手机厂商的品牌营销策略。基于以上研究,对手机市场的品牌营销策略进行归纳、分析和总结,并提出了可行的品牌营销策略建议。本文系统地提出了国产品牌手机的品牌营销策略;并通过对中国手机市场的分析,指出国产手机的蓝海是品牌。只有建立起强势品牌和高端品牌才能在移动通讯产业中立于不败之地。国产手机企业在保证产品质量的前提下,必须在细分市场上以差异化产品为基础,以服务差异化为竞争底牌,贴近国内消费者的消费需求,才能在竞争中立于不败之地;同时指出品牌战略联盟是提升国内手机企业营销能力的重要途径。
[Abstract]:Based on the analysis of the market share and brand influence of China's domestic brand mobile phone, this paper expounds the market development status (market size and structure, market characteristics, etc.) and the development trend of China's mobile phone market. This paper analyzes the competition situation, competition pattern, consumer market demand and brand marketing strategy of domestic and foreign mobile phone manufacturers in detail, and introduces the brand marketing strategies of Motorola, Nokia, Samsung and other mobile phone manufacturers in detail. Based on the above research, this paper sums up, analyzes and summarizes the brand marketing strategy of mobile phone market, and puts forward some feasible suggestions for brand marketing strategy. This paper systematically puts forward the brand marketing strategy of domestic brand mobile phone, and points out that the blue sea of domestic mobile phone is a brand through the analysis of Chinese mobile phone market. Only to establish a strong brand and high-end brands in the mobile communications industry in an invincible position. Under the premise of guaranteeing the product quality, the domestic mobile phone enterprise must take the differentiated product as the foundation in the market segment, take the service differentiation as the competition card, close to the domestic consumer's consumption demand, in order to be in the invincible position in the competition; At the same time, it points out that brand strategic alliance is an important way to improve the marketing ability of domestic mobile phone enterprises.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.6

【引证文献】