基于顾客价值的中国市场手机企业竞争力对比

发布时间：2018-05-02 14:22

本文选题：企业竞争力 + 顾客价值　；参考：《华中科技大学》2016年硕士论文

【摘要】：随着“互联网+”经济形态的迅猛发展和移动互联网应用的不断丰富,手机已成为连接互联网最便捷最普遍的终端载体。当前,国产手机企业虽然凭借低成本优势和本土化优势占据了大量的市场份额。但是,相较于国际手机企业,国产手机企业普遍表现出同质化严重、高端市场乏力以及低价低利润的问题,这表明国产手机企业存在着竞争力不足的危机。本文基于顾客价值理论,首先构建了手机的顾客价值分析模型,并运用问卷调研法获取手机顾客价值的相关数据资料。然后通过统计分析以手机行业平均的顾客价值作为参照基准,对2016年中国市场手机企业的竞争力进行实证分析,发现中国手机行业呈现出明显的两极分化的竞争局面,多数手机企业位于低水平的激烈竞争之中。最后,本文根据对中国市场手机企业竞争力的实证分析结果,为国产手机企业提升竞争力提出了具体的策略:首先,国产手机企业应该树立以顾客为导向的经营理念,将顾客价值融入企业文化之中;其次,加强品牌建设,提升手机功能和外观设计的创新能力,从而提高顾客感知利益;再次,重视成本控制和手机的保值能力,从而降低顾客感知成本;最后,定期监测和利用顾客价值,发现问题并及时制定相应的经营策略。
[Abstract]:With the rapid development of the economic form of "Internet" and the continuous enrichment of mobile Internet applications, mobile phone has become the most convenient and most common terminal carrier to connect to the Internet. At present, domestic mobile phone enterprises with low-cost advantage and localization advantage occupied a large number of market share. However, compared with the international mobile phone enterprises, domestic mobile phone enterprises generally show the problems of homogeneity, weakness of high-end market and low profit, which indicates that domestic mobile phone enterprises have a crisis of insufficient competitiveness. Based on the theory of customer value, this paper first constructs the customer value analysis model of mobile phone, and obtains the relevant data of mobile phone customer value by questionnaire survey. Then through the statistical analysis of the average customer value of the mobile phone industry as the reference basis, this paper makes an empirical analysis on the competitiveness of mobile phone enterprises in the Chinese market in 2016, and finds that the mobile phone industry in China shows an obvious polarization of competition. Most mobile phone companies are at a low level of fierce competition. Finally, according to the results of empirical analysis on the competitiveness of mobile phone enterprises in China market, this paper puts forward specific strategies for domestic mobile phone enterprises to enhance their competitiveness. First, domestic mobile phone enterprises should establish a customer-oriented business philosophy. To integrate customer value into corporate culture; secondly, to strengthen brand building, enhance the innovative ability of mobile phone function and appearance design, thereby improve customer perceived benefits; thirdly, attach importance to cost control and the ability of maintaining the value of mobile phones, Finally, monitor and utilize customer value regularly, find out problems and make corresponding management strategy in time.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.63

【参考文献】