L公司高端手机营销策略研究

发布时间：2018-01-01 06:21

本文关键词：L公司高端手机营销策略研究　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：L公司是中国某电信运营商集团公司旗下负责定制通信终端及业务的采购、销售与服务的全资子公司,主营终端为移动通信类产品,该公司成立于2005年7月。由于具有特殊的电信运营商背景,L公司一方面要服务于母公司,辅助母公司的战略发展；另一方面专注于移动通信产品的营销服务,是苹果、三星、诺基亚、摩托罗拉、华为、中兴、酷派等诸多手机制造商的合作伙伴,在国内手机分销领域中占有特殊的地位,是WCDMA终端分销领域最重要的分销商之一。由于移动终端产品和其他产品的差异,造成了目前手机市场的分销渠道复杂而独特的情况：渠道模式多样化,格局趋于复杂；种类繁多的品牌和型号,创新的速度快,生命周期逐渐缩短,市场形势变化快,需要对市场作出快速反应。从具体内容来看,本文介绍了手机营销的相关概念,利用波特五力模型和SWOT分析模型对于L公司面临的内外环境以及机遇挑战进行了详细的分析,随后在选定具体产品和列举大量数据的基础上对L公司产品上市前期和上市后的策略进行研究,并用销售数据印证营销策略的正确与否,从而总结出在产品选择、销售目标规划、生命周期规划、渠道规划以及促销活动等方面需要注意和改进的问题。综上所述,本文运用比较分析、理论研究与实践相结合等方法,列举大量数据进行该公司销售策略的分析,将结果与预期相比较,总结出高端手机销售中存在的问题,从而给管理者以决策上的支持。同时,对其他同类手机分销企业提供策略上的参考。
[Abstract]:Company L is a wholly owned subsidiary of a telecom operator group company in China responsible for the purchase, sale and service of custom-made communication terminals and services. The main terminals are mobile communications products. The company was founded in July 2005. Due to its special telecom operator background, the company needs to serve the parent company on the one hand and assist the strategic development of the parent company; On the other hand, focusing on mobile communications products marketing services, is Apple, Samsung, Nokia, Motorola, Huawei, ZTE, Cool Pai and many other mobile phone manufacturers partners. It is one of the most important distributors in the field of WCDMA terminal distribution. Because of the difference between mobile terminal products and other products, the distribution channel of mobile phone market is complex and unique: the channel mode is diversified, the pattern tends to be complex; A wide variety of brands and models, the speed of innovation, life cycle gradually shortened, market situation changes quickly, need to make a rapid response to the market. From the specific content, this paper introduces the relevant concepts of mobile phone marketing, using Porter five Force Model and SWOT analysis model to analyze the internal and external environment and opportunities and challenges faced by L Company in detail. Then on the basis of selecting specific products and enumerating a large number of data, this paper studies the pre-market and post-market strategies of L Company's products, and proves the correctness of marketing strategies with sales data. The problems need attention and improvement in product selection, sales target planning, life cycle planning, channel planning and promotion activities are summarized. To sum up, this paper uses the methods of comparative analysis, theoretical research and practice, enumerates a large number of data to analyze the company's sales strategy, and compares the results with expectations. The problems in high-end mobile phone sales are summarized in order to give decision support to managers. At the same time, it provides a strategic reference for other similar mobile phone distribution enterprises.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.63

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