中国品牌手机在阿塞拜疆市场营销策略调查研究

发布时间：2018-01-07 09:41

本文关键词：中国品牌手机在阿塞拜疆市场营销策略调查研究　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：根据跨境电商雨果网2016年8月发布的阿塞拜疆专题报告,雨果网报告内容显示手机成为阿塞拜疆的消费热点,目前阿塞拜疆的手机普及率已经高达110%,相比苹果、三星等高端品牌手机的销量,中国中低端品牌在阿塞拜疆市场的销量更高。阿塞拜疆位于东欧和西亚的十字路口,地理位置具有很高的贸易价值,是中国品牌手机中亚区域营销的关键国家。阿塞拜疆手机市场从当年诺基亚在世界地位的一家独大,到后来苹果和三星的平分天下,再到现在中国品牌手机的强势突起,手机行业的营销竞争日益激烈,在此背景下本文选择中国品牌手机在阿塞拜疆市场营销策略调查研究作为论文选题。简要介绍当前中国品牌手机在阿塞拜疆市场营销的宏观产业背景和微观发展背景,说明本文的研究思路和方法,收集国内外手机营销策略的相关研究进行文献综述并评价;介绍STP营销策略、4PS营销理论、关系营销理论的主要内容,作为本文研究手机营销策略的指导理论;采用PEST模型分析中国品牌手机在阿塞拜疆市场营销的宏观环境,介绍阿塞拜疆关于手机营销的政治法律环境、经济环境、文化环境、技术环境、运营商的基本情况,进而介绍中国品牌手机的发展概况和行业竞争微观环境,构建SWOT模型总结中国品牌手机在阿塞拜疆市场的营销环境;根据STP营销策略和4PS营销理论分析中国手机在阿塞拜疆市场营销的现状,采用问卷调查的方法研究中国品牌手机在阿塞拜疆营销的实际情况,并根据问卷调查的结果总结中国品牌手机在阿塞拜疆市场营销存在的主要问题是缺少长远的市场营销规划,不注重手机品牌建设,忽视产品的适应性;针对中国品牌手机在阿塞拜疆市场营销中实际存在的问题,最后提出对应的解决措施,建议中国品牌手机制定长远的市场营销规划,重视手机品牌的建设工作,结合阿塞拜疆文化开发特色手机产品,除此之外还需要加强中国品牌手机公司的内部管理,作为提升中国品牌在阿塞拜疆市场营销的重要保障措施。开拓阿塞拜疆市场对中国品牌手机在中亚和东亚区域有重要战略意义,本文研究中国品牌手机在阿塞拜疆市场营销的实际情况,是中国手机在中亚市场的缩影,研究能够代表中国品牌手机在中亚和东亚市场普遍存在的问题,因此对提升中国品牌手机在中亚和东亚区域市场营销竞争力有重要意义。
[Abstract]:According to Hugo network released August 2016 cross-border electricity supplier Azerbaijan special report, the Hugo report shows that mobile phone network has become the hot spot of consumption in Azerbaijan, the current Azerbaijan mobile phone penetration rate has reached 110%, compared to apple, Samsung and other high-end brand mobile phone sales in mid and low-end brand sales in the Azerbaijan market higher. Azerbaijan is located in Eastern Europe and Western Asia. Crossroads, the geographical position has very high commercial value, is a key national brand mobile phone Chinese Central Asia regional marketing. The mobile phone market in Azerbaijan from the year of NOKIA's position in the world of a single large, then Apple and Samsung's share to the world, to the current China mobile phone brand strong rise of the mobile phone industry, the marketing competition is becoming increasingly fierce. Selection of research in the marketing strategy in Azerbaijan Chinese brand mobile phone as the selections in this context A brief description of the current problem. China brand mobile phone market in Azerbaijan marketing macro industry background and microcosmic development background, explains the research ideas and methods, collect the relevant research at home and abroad mobile phone marketing strategy review and evaluation; introduce the STP marketing strategy, 4PS marketing theory, the main content of the theory of relationship marketing, this paper as mobile phone the marketing strategy theory; PEST model was used to analyze the macro environment in Azerbaijan China brand mobile phone marketing, mobile phone marketing in Azerbaijan on the political and legal environment, economic environment, cultural environment, technological environment, the basic situation of the operators, and then introduces the development situation and the industry competition Chinese brand mobile phone micro environment, SWOT model construction summary Chinese brand mobile phone market in Azerbaijan marketing environment; marketing strategy according to the analysis of STP and 4PS marketing theory The status quo in Azerbaijan marketing Chinese mobile phone, the actual situation of Chinese mobile phone brand marketing in Azerbaijan using the method of questionnaire survey, according to survey results are summarized Chinese problems existing in Azerbaijan mobile phone brand marketing is the lack of marketing planning in the long run, do not pay attention to the construction of brand mobile phone, ignore the product for adaptability; China brand mobile phone actually exists in Azerbaijan marketing problems, and finally puts forward the corresponding solving measures, suggestions China brand mobile phone marketing long-term planning, pay attention to mobile phone brand construction work, combined with the development of Azerbaijan culture characteristics of mobile phone products, in addition to strengthen the internal management of China brand mobile phone company, as an important guarantee to enhance measures Chinese brand in Azerbaijan market. The development of Azerbaijan city on the field Chinese brand mobile phone has important strategic significance in the central and East Asia region, this paper studies the actual situation in Azerbaijan Chinese brand mobile phone market, mobile phone is Chinese in Central Asia market is the epitome of study can represent the China brand mobile phone is widespread in central and East Asia market, thus to enhance the China brand mobile phone has important significance in the central and East Asia the regional marketing competitiveness.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.63;F125

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