云狐科技（沈阳）有限公司智能手机市场营销策略研究
发布时间：2018-07-18 13:02
【摘要】：中国作为全球最大的移动通讯市场,庞大的人口基数以及持续稳定的经济发展速度,使中国手机行业蕴藏着极大的发展潜力和巨大的商业机会。自1987年以来,我国手机市场由引入期开始发展直至现在,不断吸引着国际品牌厂商进驻中国,建立生产基地,目的在于抢占中国手机市场。外国手机制造商凭借其自身的技术优势在中国的手机市场占据着主导的地位,国内手机生产厂商虽起步较晚,但也不甘心于落后的现状,在不断的努力下,中国手机行业逐步发展成熟。近几年来,随着智能手机的发展,给国内手机厂商带来了新的发展机遇,国产品牌呈现百花争妍的态势,逐渐在手机市场上占据了一席之位。本文以云狐科技(沈阳)有限公司的云狐手机营销为研究对象,旨在探寻云狐手机未来营销发展之路,为云狐手机营销策略的制定提供参考。本文以市场营销理论为理论指导,首先通过PEST、波特五力模型等分析工具分析云狐手机面临的宏观环境、产业环境、竞争环境,并且从消费者的需求特点和购买动机对消费者的行为进行了分析;其次,从人力资源、技术研发、生产、营销、财务等方面,对云狐科技(沈阳)有限公司的内部环境进行了分析,并对企业的优势、劣势、机遇与挑战等方面进行了分析;基于以上的分析,本文运用STP方法,确定了云狐手机的目标市场及市场定位,突出了云狐手机的防护功能、异质性的市场选择和云狐手机做"小众市场的领导品牌"的市场品牌定位,并从产品策略、价格策略、渠道策略、促销策略四个方面提出了云狐手机的营销组合策略;最后本文从加大营销投入、调整强化营销组织职能和细化营销运行机制三方面提出了保证营销策略实施的保障性措施。
[Abstract]:As the largest mobile communication market in the world, China has a huge population base and sustained and stable economic development, which makes the mobile phone industry in China have great development potential and huge business opportunities. Since 1987, the mobile phone market of our country has been developed from the period of introduction until now. It has been attracting the international brand manufacturers to enter China and set up the production base. The purpose is to seize the Chinese mobile phone market. Foreign handset manufacturers take the dominant position in China's mobile phone market by virtue of their own technological advantages. Although domestic handset manufacturers started relatively late, they are not willing to fall behind in the present situation. China's mobile phone industry has gradually developed and matured. In recent years, with the development of smart phones, domestic mobile phone manufacturers have brought new opportunities for development, and domestic brands have gradually occupied a position in the mobile phone market. This article takes the cloud fox mobile phone marketing of the cloud fox science and technology (Shenyang) co., Ltd as the research object, aims to explore the way of the cloud fox mobile phone marketing development in the future, and provides the reference for the cloud fox mobile phone marketing strategy formulation. Under the guidance of marketing theory, this paper first analyzes the macro environment, industrial environment and competition environment of cloud fox mobile phone by means of pest, Porter's five-force model and other analytical tools. And from the consumer's demand characteristics and purchase motivation to analyze the consumer's behavior; secondly, from the human resources, technology development, production, marketing, financial and other aspects, This paper analyzes the internal environment of Yunhu Science and Technology (Shenyang) Co., Ltd., and analyzes the advantages, disadvantages, opportunities and challenges of the enterprises. The target market and market positioning of cloud fox mobile phone are determined, the protection function of cloud fox mobile phone, the heterogeneous market choice and the market brand positioning of "leading brand in niche market" are highlighted, and the product strategy and price strategy are also discussed. The marketing combination strategy of cloud fox mobile phone is put forward in four aspects of channel strategy and promotion strategy. In order to ensure the implementation of marketing strategy, the author puts forward three aspects: adjusting and strengthening marketing organization function and refining marketing operation mechanism.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63
本文编号：2131979
[Abstract]:As the largest mobile communication market in the world, China has a huge population base and sustained and stable economic development, which makes the mobile phone industry in China have great development potential and huge business opportunities. Since 1987, the mobile phone market of our country has been developed from the period of introduction until now. It has been attracting the international brand manufacturers to enter China and set up the production base. The purpose is to seize the Chinese mobile phone market. Foreign handset manufacturers take the dominant position in China's mobile phone market by virtue of their own technological advantages. Although domestic handset manufacturers started relatively late, they are not willing to fall behind in the present situation. China's mobile phone industry has gradually developed and matured. In recent years, with the development of smart phones, domestic mobile phone manufacturers have brought new opportunities for development, and domestic brands have gradually occupied a position in the mobile phone market. This article takes the cloud fox mobile phone marketing of the cloud fox science and technology (Shenyang) co., Ltd as the research object, aims to explore the way of the cloud fox mobile phone marketing development in the future, and provides the reference for the cloud fox mobile phone marketing strategy formulation. Under the guidance of marketing theory, this paper first analyzes the macro environment, industrial environment and competition environment of cloud fox mobile phone by means of pest, Porter's five-force model and other analytical tools. And from the consumer's demand characteristics and purchase motivation to analyze the consumer's behavior; secondly, from the human resources, technology development, production, marketing, financial and other aspects, This paper analyzes the internal environment of Yunhu Science and Technology (Shenyang) Co., Ltd., and analyzes the advantages, disadvantages, opportunities and challenges of the enterprises. The target market and market positioning of cloud fox mobile phone are determined, the protection function of cloud fox mobile phone, the heterogeneous market choice and the market brand positioning of "leading brand in niche market" are highlighted, and the product strategy and price strategy are also discussed. The marketing combination strategy of cloud fox mobile phone is put forward in four aspects of channel strategy and promotion strategy. In order to ensure the implementation of marketing strategy, the author puts forward three aspects: adjusting and strengthening marketing organization function and refining marketing operation mechanism.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63
【参考文献】
相关期刊论文 前3条
1 王健;;消费者成熟视角下的国产智能手机营销[J];科技信息;2012年34期
2 丁利民;孙丁力;;浅析小米手机营销策略[J];河北企业;2012年08期
3 梁冬伟;;联想公司营销发展策略分析[J];企业家天地(理论版);2011年09期
，本文编号：2131979
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