富士通个人电脑在中国的品牌策略研究
发布时间：2018-08-16 16:21
【摘要】：2010年,在经历了全球金融危机一年之后,中国以及全球的经济开始复苏,全球的PC(个人电脑)市场也开始回暖。根据美国市场调查公司Gartner的研究报告显示,2010年上半年全球PC出货量比2009年同期大幅增长了24%,总量达到了16630万台。据Gartner的预计,2011年全球PC出货量将增长10.5%,达3.878亿台,到2012年将达4.406亿台。PC市场的变革和创新速度是很多其他行业所无法比拟的。 富士通品牌在全球的IT行业可以算得上一个经典传奇,然而在中国,富士通个人电脑的品牌形象却不尽如人意,无论是面向企业级的行业市场还是面向普通消费者的零售市场,电脑产品的品牌知名度和市场占有率都极低。随着个人电脑市场竞争的日益激烈以及产品技术的日益趋同,各个厂商之间的竞争从开始产品功能的竞争、技术的竞争慢慢趋于市场的竞争,品牌的竞争。本文首先会对将要涉及到的品牌形象,品牌价值,品牌定位等理论作概述,同时对中国PC市场各品牌的现状进行分析；随后进入论文主题,根据富士通个人电脑在中国的品牌运作案例,用市场营销中SWOT分析工具,SPT理论,USP理论等,运用各种丰富的市场调研数据分析该品牌所处的市场环境,利用品牌形象理论模型,差异化营销,核心竞争力等理论工具分析富士通个人电脑目前在中国运作过程中遇到的问题同时提出全方位的品牌策略建议。希望对富士通个人电脑今后在中国的发展提供参考和帮助。
[Abstract]:In 2010, a year after the global financial crisis, China and the global economy began to recover, and the global PC market began to recover. Global PC shipments in the first half of 2010 were up 24 percent from the same period in 2009, to 166.3 million units, according to research by Gartner, a U.S. market research firm. According to Gartner, global PC shipments will grow by 10.5 million units in 2011 to 387.8 million units, and 440.6 million PCs by 2012. The pace of change and innovation in the PC market is unmatched by many other industries. Fujitsu brand can be regarded as a classic legend in the global IT industry. However, in China, the brand image of Fujitsu personal computer is not satisfactory, whether it is for the enterprise industry market or the retail market for ordinary consumers. The brand awareness and market share of computer products are extremely low. With the increasingly fierce competition in the personal computer market and the increasing convergence of product technology, the competition between various manufacturers from the beginning of the product function competition, technology competition slowly tend to market competition, brand competition. This article will first of all will be involved in the brand image, brand value, brand positioning and other theories, at the same time to analyze the current situation of the Chinese PC market, and then enter the theme of the paper, According to the case of Fujitsu personal computer's brand operation in China, using the SWOT analysis tool in marketing, such as SWOT theory and USP theory, using various kinds of market research data to analyze the market environment of the brand, and using the brand image theory model, Differential Marketing, Core Competitiveness and other theoretical tools to analyze the problems faced by Fujitsu personal computer in its current operation in China, and to put forward comprehensive brand strategy suggestions. Hope to Fujitsu personal computer in the future development in China to provide reference and help.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F426.671
本文编号：2186520
[Abstract]:In 2010, a year after the global financial crisis, China and the global economy began to recover, and the global PC market began to recover. Global PC shipments in the first half of 2010 were up 24 percent from the same period in 2009, to 166.3 million units, according to research by Gartner, a U.S. market research firm. According to Gartner, global PC shipments will grow by 10.5 million units in 2011 to 387.8 million units, and 440.6 million PCs by 2012. The pace of change and innovation in the PC market is unmatched by many other industries. Fujitsu brand can be regarded as a classic legend in the global IT industry. However, in China, the brand image of Fujitsu personal computer is not satisfactory, whether it is for the enterprise industry market or the retail market for ordinary consumers. The brand awareness and market share of computer products are extremely low. With the increasingly fierce competition in the personal computer market and the increasing convergence of product technology, the competition between various manufacturers from the beginning of the product function competition, technology competition slowly tend to market competition, brand competition. This article will first of all will be involved in the brand image, brand value, brand positioning and other theories, at the same time to analyze the current situation of the Chinese PC market, and then enter the theme of the paper, According to the case of Fujitsu personal computer's brand operation in China, using the SWOT analysis tool in marketing, such as SWOT theory and USP theory, using various kinds of market research data to analyze the market environment of the brand, and using the brand image theory model, Differential Marketing, Core Competitiveness and other theoretical tools to analyze the problems faced by Fujitsu personal computer in its current operation in China, and to put forward comprehensive brand strategy suggestions. Hope to Fujitsu personal computer in the future development in China to provide reference and help.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F426.671
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