移动互联网背景下金立手机竞争战略研究

发布时间：2018-04-22 13:22

本文选题：金立手机 + 竞争战略　；参考：《山东大学》2017年硕士论文

【摘要】：截止到2016年6月份,我国网民规模达7.10亿人,互联网普及率达到51.7%,其中手机网民规模达6.56亿人,手机上网的比例达到92.5%,手机成为互联网流量的最重要的入口。移动互联网对人们的生活方式和消费习惯产成了巨大影响,手机产品成为人们生活中的必需品。巨大的市场需求下手机行业的众多厂家在产品、渠道、服务、市场和制造技术、上下游产业链和生态链等全方位展开了激烈的竞争。同质化非常严重的手机经营公司迫切需要找出适合自己的竞争战略,以获得长期的竞争优势和超出行业平均水平的超额利润。本文以金立手机为研究对象,通过对金立手机外部宏观环境、微观环境、行业发展环境的分析,结合行业战略群体分析得出金立的外部因素评价矩阵(EFE);通过对金立内部资源与能力的分析,识别出金立手机的核心能力与竞争力,形成金立的内部因素评价矩阵(IFE)。在金立手机愿景、使命和战略目标的指导下,通过SWOT分析方法综合得出金立手机应该选取的以超强产品研发、领先的产品设计和强化线下渠道建设的金立独特的"超级续航为基础的商务手机定位"的差异化竞争战略。并从市场策略、产品策略、服务策略等方面对战略的实施提出建议,并从企业文化建设、组织架构调整、优秀人才储备与培养、强化渠道建设和财务管理国际化及资金支持多个方面对金立竞争战略的实施提供保障措施。这既是对金立手机企业竞争战略的一次细致分析,也是对国产手机品牌企业竞争环境和竞争战略制定的一次综合探讨,对中国的其它手机企业竞争战略的制定也具有重要的借鉴作用。
[Abstract]:By the end of June 2016, the scale of Internet users in our country reached 710 million, the Internet popularity reached 51.7%, of which the number of mobile phone users reached 656 million, the proportion of mobile Internet access reached 92.5%, mobile phone became the most important entrance to the Internet traffic. Mobile Internet has produced a huge impact on people's lifestyle and consumption habits. As the necessities of people's life, many manufacturers in the mobile phone industry have competed in all directions, such as product, channel, service, market and manufacturing technology, upstream and downstream industry chain and ecological chain. The competitive advantage and exceed the industry average level of excess profits. Based on the Gionee mobile phone as the research object, based on the Gionee mobile phone external macro environment, micro environment, industry environment analysis, combined with the analysis of the external factors evaluation matrix of Jin industry strategy group (EFE); through the analysis of the internal resources and abilities of the jin, To identify the core competence and competitiveness Gionee mobile phone, the formation of internal factors evaluation matrix of Jin (IFE) Gionee mobile phone. In the vision, mission and strategic objectives under the guidance of, and concluded that the Gionee mobile phone should be selected to super product development through the SWOT analysis method, advanced product design and strengthen the line channels for the construction of Jin unique The differential competition strategy of "business mobile phone positioning based on super endurance" is proposed in terms of market strategy, product strategy, service strategy and so on, and from the aspects of enterprise culture construction, organizational structure adjustment, excellent talent reserve and training, strengthening channel construction and financial management internationalization and fund support. The implementation of competitive strategy Jin safeguards. This is the Gionee mobile phone enterprise competition strategy a detailed analysis, but also to establish a comprehensive competitive environment and competitive strategy of domestic mobile phone brands, making the competitive strategy of the other mobile phone companies China also has an important reference.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.63;F274

【参考文献】