NMG公司P8青春版手机市场营销策略研究

发布时间：2018-06-26 04:10

本文选题：P8青春版手机 + 营销策略　；参考：《内蒙古大学》2015年硕士论文

【摘要】：目前,我国正处于通信行业快速发展的阶段,手机市场十分具有潜力。国内外手机制造企业相继进入我国手机市场,展开激烈的相互竞争,希望能够拥有一席之地。近两年,伴随着我国手机制造企业的崛起,国产手机品牌的市场影响力不断增强,手机产品的竞争力得到了快速提高,同时出色的营销手段也逐步获得消费者的认可,品牌认可度及美誉度不断提升。华为作为国内外知名品牌,其在手机领域所获得的成绩,不仅源于其研发优势和品牌优势,同时,还同其手机分销商所采取的与宏观环境相适应的营销战略和策略息息相关。爱施德公司作为华为手机重要的渠道合作方,拥有涉及国内县级和镇级市场并覆盖全国的营销服务网络,承担了华为P8青春版手机在全国的分销工作。爱施德公司在内蒙古地区针对华为P8青春版手机的分销任务分配到其内蒙古分部—NMG公司。对于快速发展中的NMG公司而言,P8青春版手机的分销既是艰巨的任务和挑战,又是实现公司新发展的重要机会。在此背景下,本文通过对NMG公司当前所处的宏观环境和市场环境、企业内部环境以及手机营销策略进行了分析,使NMG公司营销管理人员在应对市场竞争和多边的顾客需求时,能够正确的了解公司自身的优势以及不足,在此基础之上进行周密的思考和精心的策划,制定有效的营销策略,以便能够抓住外部环境变化带来的机遇。
[Abstract]:At present, China is in the stage of rapid development of the communications industry, the mobile phone market has great potential. Domestic and foreign mobile phone manufacturers have entered the mobile phone market in China, launching fierce competition, hoping to have a place. In the past two years, with the rise of mobile phone manufacturing enterprises in China, the market influence of domestic mobile phone brands has been continuously strengthened, the competitiveness of mobile phone products has been rapidly improved, and the excellent marketing means have gradually been recognized by consumers. Brand recognition and reputation continue to improve. As a well-known brand at home and abroad, Huawei's achievements in the field of mobile phones are not only due to its R & D advantages and brand advantages, but also closely related to the marketing strategies and strategies adopted by its mobile phone distributors in accordance with the macro environment. As an important channel partner of Huawei's mobile phones, Ishde has a marketing service network covering the country's county and township markets, and has undertaken the distribution of Huawei's P8 youth mobile phones across the country. Ishde's distribution of Huawei's P8 Youth phone in Inner Mongolia has been assigned to its Inner Mongolia division-NMG. For the rapidly developing NMG, the distribution of the P8 youth mobile phone is not only a difficult task and challenge, but also an important opportunity to realize the company's new development. In this context, this paper analyzes the macro and market environment, the internal environment and the mobile phone marketing strategy of NMG Company, so that NMG marketing managers can deal with the market competition and multilateral customer demand. Can correctly understand the company's own strengths and shortcomings, on the basis of careful thinking and careful planning, to formulate effective marketing strategies, so as to be able to seize the opportunities brought by the changes in the external environment.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.63;F274

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