BQ公司手机产品印尼市场营销策略研究

发布时间：2018-01-02 02:24

本文关键词：BQ公司手机产品印尼市场营销策略研究　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国制造的手机终端作为一种高科技消费产品,得力于科学技术的进步和中国经济的高速发展,已经在全球市场上形成了具有一定优势的产业。经历着从无到有,从低端到高端,从内销到外销的过程。中国已经成为全球最大的手机终端生产和消费市场,截止2014年底,我国手机终端产量已经达到16.8亿部。中国制造的手机终端产品,由于其物美价廉这一特性不但深受国内消费者的喜爱,更深得国际消费者的认同,3G、4G手机将会变成未来发展的主要机型。但是随着国内市场的饱和,产品供过于求,手机零售市场上大量充斥着价格战,极大地压缩了企业的利润率,加之深圳市BQ公司的科技研发实力有限,不能引领行业动向,公司产品销售业绩直线下降,已经不能维持公司正常发展需要,急需开辟其他市场。和行业竞争者一样,BQ公司也将目光投入到拓展海外市场。由于各国经济、文化、政治等因素的影响,各国的手机终端市场状况也各不相同,需要不同的营销策略才能顺利打开当地市场。东南亚市场是新兴市场,发展潜力巨大,特别是最大的龙头——印度尼西亚市场,市场正处于高速成长期,如何抓住成长机会,将为公司顺利打开东南亚市场取得先机。本文就是要解决这一困境,综合运用市场营销和企业战略的理论做为指导,并结合市场环境和企业自身环境实际状况,制定出公司市场营销策略。首先采用PEST分析工具模型对公司营销环境进行分析,明确行业发展状况；然后针对公司内部环境现状,对BQ公司内部外部环境进行SWOT分析,识别出BQ公司存在的问题；随后采用STP理论对公司目标市场细分、选择、定位,再结合6Ps理论对产品策略、价格策略、渠道策略、促销策略、公共关系、政治权利开展综合分析,提出BQ公司在市场营销策略改善建议；最后对BQ公司如何实现营销目标提出制度保障的建议。希望本文能为其他企业开拓印尼市场起到一定的启发作用。
[Abstract]:As a kind of high-tech consumer product, the mobile terminal made in China is thanks to the progress of science and technology and the rapid development of Chinese economy. Has formed a certain advantage in the global market industry. Experienced from scratch, from the low-end to the high-end, from domestic to export. China has become the world's largest mobile phone terminal production and consumption market. As of end of 2014, the output of mobile terminals in China has reached 1.68 billion units. The mobile terminal products made in China are not only loved by domestic consumers because of their good quality and low price. More international consumers agree that the 3G 4G phone will become the main model in the future. But as the domestic market becomes saturated and the supply exceeds demand, the retail mobile phone market is flooded with price wars. Greatly compressed the profit margin of enterprises, coupled with the limited strength of scientific and technological research and development of Shenzhen Bq company, can not lead the trend of the industry, the company's product sales performance plummeted, has been unable to maintain the company's normal development needs. It is urgent to open up other markets. Like the competitors in the industry, Bq is also focusing on expanding overseas markets, due to the influence of economic, cultural, political and other factors in various countries. The market conditions of mobile phone terminals in different countries are different, and different marketing strategies are needed to successfully open the local market. The Southeast Asian market is an emerging market with great potential for development. In particular, the biggest leader-the Indonesian market, the market is in a period of rapid growth, how to seize the growth opportunities, for the company to successfully open the Southeast Asian market to obtain a first chance. This article is to solve this dilemma. Comprehensive use of marketing and corporate strategy as a guide, and combined with the actual situation of the market environment and the enterprise's own environment. Firstly, the PEST analysis tool model is used to analyze the marketing environment of the company, and the development of the industry is clarified. Then according to the current situation of internal environment of the company, SWOT analysis of internal and external environment of Bq company is carried out to identify the problems existing in the company. Then we use the STP theory to analyze the target market segmentation, selection, positioning and 6Ps theory of product strategy, price strategy, channel strategy, promotion strategy, public relations, political rights comprehensive analysis. Put forward some suggestions on improving the marketing strategy of Bq company; Finally, some suggestions on how to realize the marketing target are put forward. It is hoped that this paper can enlighten other enterprises to open up the Indonesian market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63

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