NICE Mobile西非市场营销策略研究

发布时间：2018-05-24 01:09

本文选题：NICE + Mobile　；参考：《北京交通大学》2017年硕士论文

【摘要】：近10年来,西非地区局势相对稳定,经济也得到了高速的发展,但目前西非是全球电信通讯行业最不发达的地区,使用宽带的人数不到总人口的1%,但是使用移动通讯的人数却数量众多,西非是我国企业和品牌走出去的重要市场。本文以NICE Mobile品牌拓展西非市场为研究对象,对其在西非市场中所采用市场营销策略提出优化建议。运用PEST模型、STP战略、4P等系统理论模型对NICE Mobile西非市场营销策略进行了研究。在对国内外研究现状进行综述的基础上,紧接着对电子消费类产品西非市场宏观环境从政治、经济、社会、技术等四个方面进行分析,并从顾客需求、竞争格局和消费渠道情况进行微观环境分析。其次从品牌定位、品牌设计与传播以及品牌策略三个方面对NICE Mobile进行品牌概述,从产品、价格、渠道、促销四个方面介绍NICE Mobile西非市场营销组合现状,并指出其所面临的问题以及成因。再次,依据STP理论,从市场细分、目标市场选择、市场定位三个方面给出NICE Mobile西非市场应采取的市场营销战略。然后,运用经典的营销4P理论,从产品、价格、渠道、促销四个方面提出一系列有针对性的市场营销组合策略改进建议。最后,从制度保障、组织保障、人员保障、风险控制等四个方面阐述如何保障NICE Mobile改进后的西非市场营销组合策略的实施。本文的创新之处在于:本文着力研究NICE Mobile在现有的营销状况下,对公司的营销战略和营销策略进行改进优化,并对在实施改进优化策略时应该注意的问题进行深入分析,以期为我国智能手机进行国际化市场开拓提供一定的理论借鉴和实践指导。
[Abstract]:In the past 10 years, the situation in West Africa has been relatively stable and its economy has been developing at a high speed. But West Africa is currently the least developed region in the telecommunications industry in the world. The number of people using broadband is less than 1 percent of the total population, but the number of people using mobile communications is large. West Africa is an important market for Chinese enterprises and brands to go out. In this paper, NICE Mobile brand in West Africa market as the research object, and put forward the optimization of the marketing strategy in West Africa. This paper studies the marketing strategy of NICE Mobile in West Africa by using the system theory model such as PEST model and STP strategy. On the basis of summarizing the current research situation at home and abroad, and then analyzing the macro environment of electronic consumer products in West Africa market from four aspects: politics, economy, society and technology, and from customer demand, The competition pattern and the consumption channel situation carry on the microscopic environment analysis. Secondly, from three aspects of brand positioning, brand design and dissemination, brand strategy, NICE Mobile brand overview, from the product, price, channel, promotion four aspects of NICE Mobile marketing mix in West Africa, the current situation, It also points out the problems and causes. Thirdly, according to the theory of STP, this paper gives the marketing strategy that NICE Mobile should adopt in West Africa from three aspects: market segmentation, target market selection and market positioning. Then, using the classical marketing 4p theory, this paper puts forward a series of targeted marketing combination strategy improvement suggestions from four aspects: product, price, channel and promotion. Finally, from four aspects of system guarantee, organization guarantee, personnel security and risk control, this paper expounds how to ensure the implementation of the West African marketing mix strategy after the improvement of NICE Mobile. The innovation of this paper lies in: this paper focuses on the study of NICE Mobile in the existing marketing situation, the company's marketing strategy and marketing strategy to improve and optimize, and the implementation of the optimization strategy should be paid attention to in-depth analysis, In order to provide some theoretical reference and practical guidance for the development of international market of smart phone in China.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

【参考文献】