金立手机在安徽市场的营销策略研究

发布时间：2018-04-24 10:19

本文选题：金立通信 + 手机市场　；参考：《南京大学》2013年硕士论文

【摘要】：‘十一五”期间,我国移动通信行业蓬勃发展,取得了举世瞩目的成就,目前中国已成为全球最大的手机生产地和消费市场。随着移动互联网技术迅速发展,以及手机硬件技术的更新换代,移动通信的终端设备——手机也不断推陈出新,整体设计向着大屏幕,智能化方向发展。在中国市场上,跨国手机生产企业纷纷推出创新的智能手机产品,吸引了越来越多的消费者,也创造了一个日益成长的市场。目前中国手机市场的情况是,主导地位由国外知名品牌,如苹果、三星、诺基亚等占据。国产手机处于从属地位,由于技术实力和经营实力方面的不足,国产手机品牌无论是从品牌知名度还是赢利能力方面与国外品牌相比还是有一定的差距。本论文的研究对象是金立手机安徽销售公司,文章采用了文献分析法、访谈法及案例研究法,分析了金立手机的内外部环境,并据此提出相应的营销策略。研究方法以定性分析为主,定量分析为辅,依据波特五力模型、4P营销策略、4C营销策略等理论工具的分析,着重于对金立手机内、外部环境方面的分析和营销策略的研究,总结出金立手机在销售过程中的一些经验和创新性的思路,同时探讨其存在的问题和不足之处,尝试给出建议。本文的研究结果可作为金立手机在制订营销策略时的参考,对其他国内手机厂商和经销商也有参考借鉴意义。也可以作为市场营销策略方面的一个案例来分析,为后续的研究作铺垫。
[Abstract]:During the 11th Five-Year Plan period, the mobile communication industry of our country has developed vigorously and made remarkable achievements. At present, China has become the largest mobile phone production place and consumer market in the world. With the rapid development of mobile Internet technology and the upgrading of mobile phone hardware technology, mobile phone, the terminal equipment of mobile communication, is also constantly emerging, and the overall design is developing towards the direction of large screen and intelligent. In China, multinational mobile phone manufacturers have launched innovative smartphone products, attracting more and more consumers and creating a growing market. At present, China's mobile phone market is dominated by well-known foreign brands, such as Apple, Samsung, Nokia and so on. The domestic mobile phone is in the subordinate position, because of the shortage of the technical strength and the management strength, the domestic mobile phone brand has a certain gap with the foreign brand in terms of brand popularity and profitability. The research object of this paper is GIONEE mobile phone Anhui sales Company. The article adopts the literature analysis method, interview method and case study method, analyzes the internal and external environment of GIONEE mobile phone, and puts forward the corresponding marketing strategy accordingly. The research method is based on qualitative analysis and quantitative analysis. Based on the analysis of theoretical tools such as Porter's five-force model of marketing strategy 4P and 4C, this paper focuses on the analysis of GIONEE mobile phone's internal and external environment and the study of marketing strategy. This paper summarizes some experiences and innovative ideas of GIONEE mobile phone in the process of sales, discusses its problems and shortcomings, and tries to give some suggestions. The results of this paper can be used as a reference for GIONEE mobile phone in formulating marketing strategy, and also for other domestic mobile phone manufacturers and dealers. It can also be used as a case study of marketing strategy to pave the way for further research.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63

【参考文献】