C品牌手机山东市场营销策略优化

发布时间：2018-02-14 20:42

本文关键词： 手机品牌4P营销促销投入回归分析营销方案生成模型　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：2011年至2013年中国三家通讯运营商在定制手机方面的高额补贴,成就了一批依托补贴政策崛起的手机厂家,有业内老字号品牌,亦有起步于代工的小品牌。2014年三大运营商大幅降低对于定制手机的补贴,作为手机厂家,凭借以往机型上市速度和低价策略赢得市场份额举步维艰。2015为中国手机行业4G元年,伴随互联网模式的日渐渗透,手机行业竞争进入新一轮较量。2015年元旦、五一假期为销售高峰期,新品牌的涌现亦如同雨后春笋,多数为来自其他行业的新进入者,销售氛围反而异常火热。诞生于激烈的红海竞争时代,相比经验丰富、技术雄厚、规模庞大的手机厂家来说,它们将依托何种优势生存发展?本文所分析的国产C品牌与其他民族企业一样,特别是在山东市场的营销状况,高份额依靠高投入,盈利水平极低,个别月份甚至出现亏损。互联网模式对手机行业影响加深,传统渠道模式下的市场运作已大多力不从心,粗放投入产生的资源浪费着实让厂家惴惴不安。根据市场规律进行精确化投入成为时代的必然,综合相关理论、经验和数据模型开展分析研究是目前最为理性的途径。本文分析遵循由大到小的惯例,按照国内手机全行业、C品牌整体、C品牌山东的次序,最终聚焦于山东区域C品牌的市场营销研究。首先,通过4P营销角度的主线分析,总结出国内手机市场4P方面的营销规律；从产品价位组合规律、渠道分布规律、促销组合规律,对比得出C品牌市场营销的欠缺和机会点。其次,通过SWOT分析其竞争优劣势,梳理C品牌的市场营销痛点,并提出该品牌接下来的进攻与防御策略。然后,进一步从4P角度对C品牌山东市场营销工作进行数据对比和回归研究,总结得出山东C品牌市场营销4P规律,并利用该回归模型对该品牌山东区域的单品操作方案进行了检验和改进。接着,根据模型对其营销要素进行边际分析,强调重点投入方向。本文核心部分综合以上的定量定性分析,提出C品牌山东营销策略优化的具体措施,在实际工作开展中,量化各种资源的比例,并明确最佳的边际投入。最后,为提高市场营销决策的效率,依据近五年的山东市场营销数据,本文梳理出C品牌特定的方案生成器模型,为后续工作提供高效工具。本文的主要特色和创新点在于：第一,以山东C品牌市场营销为核心,通过行业全局与C品牌自身的对比,运用4P营销理论、SWOT分析、回归分析和边际分析,评估C品牌山东区域的市场营销工作,提出相应的优化策略。第二,本文为C品牌营销工作建立了方案生成器模型,藉此提升C品牌制定山东市场营销组合方案的决策效率。第三,本文分析得出的市场规律以及研究方式可以对其他企业的营销工作有所帮助。
[Abstract]:From 2011 to 2013, the high subsidies of three Chinese telecom operators in customizing mobile phones have achieved a number of mobile phone manufacturers, with established brands in the industry, that have emerged on the basis of subsidy policies. In 2014, the three major operators dramatically reduced their subsidies for custom-made handsets. As mobile phone manufacturers, they won market share by virtue of the speed and low price strategy of the previous models. 2015 was the first 4G year of China's mobile phone industry. With the gradual penetration of the Internet model, competition in the mobile phone industry has entered a new round of competition. In 2015, New Year's Day, the May Day holiday was the peak period of sales, and the emergence of new brands has sprung up, mostly new entrants from other industries. Sales atmosphere is very hot. Born in the fierce era of competition in the Red Sea, compared with the rich experience, strong technology, large-scale mobile phone manufacturers, they will rely on what advantages of survival and development? The domestic C brand analyzed in this paper is the same as other national enterprises, especially the marketing situation in Shandong market. The high share depends on high investment, the profit level is extremely low, and some months even make a loss. The influence of the Internet model on the mobile phone industry has deepened. The market operation in the traditional channel mode has been largely inadequate, and the waste of resources generated by extensive investment has really made the manufacturers uneasy. It is inevitable for the times to make accurate investment according to the market law, which synthesizes the relevant theories. Experience and data model analysis and research is the most rational way at present. This paper follows the practice from big to small, according to the order of the whole C brand and C brand in domestic mobile phone industry. Finally focus on the marketing research of C brand in Shandong region. Firstly, through the analysis of 4P marketing angle, summarize the marketing law of 4P in the domestic mobile phone market, from the product price combination law, channel distribution law, Secondly, through the SWOT analysis of its competitive advantages and disadvantages, combing C brand marketing pain point, and put forward the next attack and defense strategy of the brand. Further more, from the angle of 4P, the paper compares the data and regress of the marketing work of C brand in Shandong Province, and concludes the 4P law of Shandong C brand marketing. The regression model is used to test and improve the operation scheme of the brand in Shandong region. Then, according to the model, the marginal analysis of the marketing elements is carried out. The core part of this paper synthesizes the above quantitative qualitative analysis, puts forward the concrete measures to optimize the marketing strategy of C brand Shandong, and quantifies the proportion of various resources in the actual work. Finally, in order to improve the efficiency of marketing decision, according to the recent five years of Shandong marketing data, this paper combs out the C brand specific scheme generator model. The main features and innovations of this paper are as follows: first, with Shandong C brand marketing as the core, through the comparison between the industry overall situation and the C brand itself, using the 4P marketing theory, SWOT analysis, Regression analysis and marginal analysis are used to evaluate the marketing work of C brand in Shandong region, and the corresponding optimization strategies are put forward. Secondly, this paper establishes a scheme generator model for C brand marketing. In order to improve the decision-making efficiency of C brand to formulate Shandong marketing mix scheme. Third, this paper analyzes the market law and the research method can be helpful to other enterprises' marketing work.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63

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