中国智能手机在也门市场的营销战略研究

发布时间：2018-02-13 21:38

本文关键词： 中国智能手机也门市场营销策略　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,中东地区的智能手机市场开始迅速发展,也门作为其他国家进军中东地区智能手机市场的跳板,其智能手机市场不断壮大。目前,中国许多国产手机品牌已经崛起,国产手机在国内市场已经占据很大的优势,中国智能手机市场已经趋于饱和,与此同时智能手机的增长速度在逐渐降低,所以拓展国外市场是具有必要的,而且一直以来中国与非洲的一些国家合作往来密切,非洲许多发展中国家对智能手机的需求刚刚起步,其中也门这个国家的经济基础相对比较薄弱,是全球范围内经济发展的程度相对较低的国家之一,属于中低等收入国家。也门这个国家的制造业以及通信制造也较为落后,因此制成品需要从其他国家大量进口。所以也门智能手机市场拥有较大的发展潜力,可以成为中国拓展海外市场的主要市场之一。这样在拓宽中国智能手机市场的同时,也进一步促进中也两国经济交流合作。本文以分析也门市场的国民经济、对外贸易以及与中国贸易往来情况为基础,具体说明了中国智能手机在也门市场的营销现状,从而对中国智能手机在也门市场开展营销活动进行了SWOT分析,以便了解目前中国智能手机在也门市场营销优势、劣势、机遇和威胁。通过分析整理了中国智能手机在也门市场营销存在市场调研不充分、市场推广力度不足25、产品同质化现象严重、品牌营销方式不合理、销售渠道覆盖范围小的问题。从而针对性的提出了中国智能手机在也门市场营销策略,例如加强品牌构筑、完善产品产业链、制定合理价格、拓展销售渠道、实现体验式营销、加大促销宣传。本文的创新之处在于,能够为中国智能手机企业开拓也门新市场提供指导,在一定程度上能够填补此方面的研究空白,从而使相关理论得到进一步完善。本文研究是对尚未得到充分开拓但是有较大市场潜力的的也门市场进行分析研究,所以能够为智能手机企业开拓新市场提供指导意义,并且也能够在一定程度上填补此方面的研究空白。关于中国手机进入国外市场的研究理论目前仍然比较缺乏,本文通过对也门市场进入策略研究,丰富了相关理论,使得本研究获得了一定的理论创新。
[Abstract]:In recent years, the market for smartphones in the Middle East has begun to grow rapidly, and Yemen, as a springboard for other countries to enter the market for smartphones in the Middle East, is expanding its smartphone market. At present, many domestic mobile phone brands in China have risen. Domestic mobile phones have already occupied a great advantage in the domestic market. The Chinese smartphone market has become saturated, and at the same time, the growth rate of smart phones is gradually decreasing, so it is necessary to expand the foreign market. Moreover, China has been cooperating closely with some countries in Africa. The demand for smartphones in many developing countries in Africa is just beginning to start, among which Yemen has a relatively weak economic base. Yemen is one of the countries with relatively low levels of economic development in the world, belonging to low- and middle-income countries. The manufacturing and telecommunications manufacturing industries of Yemen are also relatively backward. As a result, manufactured goods need to be imported in large quantities from other countries. Therefore, the Yemeni smartphone market has great development potential and can become one of the main markets for China to expand its overseas market. In this way, while broadening the Chinese smartphone market, It also further promotes economic exchanges and cooperation between China and China. Based on an analysis of the Yemeni market's national economy, foreign trade and trade with China, this article specifically explains the current situation of the marketing of Chinese smartphones in the Yemeni market. In order to understand the advantages and disadvantages of Chinese smartphone marketing in Yemen at present, we conducted a SWOT analysis on the marketing activities of Chinese smartphones in Yemen. Opportunities and threats. By analyzing and sorting out the existence of insufficient market research on Chinese smartphones in Yemen, insufficient market promotion efforts, serious homogenization of products, and irrational brand marketing methods, The issue of small coverage of sales channels. Therefore, the marketing strategies of Chinese smartphones in Yemen are put forward, such as strengthening brand building, perfecting the product industry chain, formulating reasonable prices, expanding sales channels, and realizing experiential marketing. Increase promotional publicity. The innovation of this paper is that it can provide guidance for Chinese smartphone companies to open up new markets in Yemen, and to a certain extent fill the research gap in this area. In order to further improve the relevant theories. This study is to analyze the Yemeni market which has not been fully developed but has greater market potential, so it can provide guidance significance for smart phone enterprises to open up new markets. And to a certain extent, it can fill the research gap in this respect. The research theory on the entry of Chinese mobile phones into foreign markets is still relatively lacking. This paper enriches the relevant theories by studying the market entry strategy of Yemen. This study has made a certain theoretical innovation.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.63

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