智能手机的营销策略在中国的研究

发布时间：2016-05-12 17:07

Abstract摘要

本文探讨了什么营销策略的智能手机公司应采取在中国大陆的市场份额。由于市场营销策略应根据目前的公司状况和客户喜好的产品，在本文中，作者设计了一个框架，客户的喜好不同，不同年龄、不同月收入水平的人，以MIUI为例探讨营销战略对中国大陆。这个框架产生了一些影响，本文探讨了使用调查，收集客户的喜好和态度。然而，，由于中国大陆巨大的潜在市场和时间的限制，还有更多的公司需要进一步研究。主要研究结果表明，年龄和收入水平有显着的影响，对客户的喜好对智能手机和公司可以根据客户的喜好和他们的当前情况，设计他们的营销策略。The paper examines what marketing strategy Smartphone firms should adopt to gain market share in China mainland. Since marketing strategies should be based on current firm situation and customer preferences toward products, in this paper, the author designs a framework that customer preferences vary from different age groups and people having different monthly income levels and takes MIUI for example to examine the marketing strategy toward China mainland. This framework yields a number of implications that the paper examines using a survey to collect preferences and attitudes of customers. However, because the huge potential China mainland market and the limitation of time, there are more companies that still need further research. The main findings show that age and income level has significant effect on customer preferences toward smart phones and companies may design their marketing strategies according to customer preferences and their current situations.

Key words: Customer preference; marketing strategy; Smartphone market in China

1. Introduction介绍

In the first chapter, the author will introduce the research background, which is a general description of the current environment in relation to the research topic, aims and objectives, a summary of the important research findings, and a brief explanation of the structure of the research project.

Table of Contents
Acknowledgement ……………………………………………………………… iii
Abstract  ……………………………………………………………………     iv
List of Tables ……………………………………………………………………  v
List of Figures ……………………………………………………………………  vi
1. Introduction 1
    1.1 Background of study 1
2. Theoretical background 3
    2.1 Perspectives on Important concepts, definitions, and theories 3
2.2 A review of research findings and argument 12
3. Research Methodology 13
    3.1 Research Questions and Propositions 13
    3.2 Survey Design 14
4. Analysis and Discussion 17
    4.1 Data Description 17
4.2 Analysis on Preference of Different Groups of People 34
    4.3 Correlation Analysis 39
4.4 Analysis on competitors of phone market 40
    4.5 SWOT Analysis on MIUI 41
5. Conclusions and Recommendations 43
6. Limitations in Research Design regarding findings 44
Appendices 45
References 52

6. Limitations in Research Design regarding findings研究设计的局限性

Literatures involve only one aspect of marketing. In fact, the smart phone marketing strategy should be a combination of several factors. In the essay, the 4Ps theory coming from E. Jerome McCarthy and SWOT theory will be used as the main line to analyse the product, price, place and the promotion on China’s smart phone marketing strategy system and discover the opportunities for smart phone market in China. The SWOT theory is also called SWOT Analysis, which is mostly used to make sure the advantages and disadvantages, in other words, opportunities and threats, and accordingly determine the strategic positioning of the enterprise. The aim of SWOT Analysis is to maximize the use of internal strengths and opportunities and reduce the weaknesses and threats of enterprises to a minimum. This theory has now been widely used in the field of individual job research and corporate strategic planning.

The main research problem is the factors that affect customers’ purchasing intentions in China. In China mobile market, the most favorite brands among customers are Apple and MIUI. Of the two brands, Apple has maintained and consolidated a leading position in its industry, while the MIUI is becoming the new favorite among smart phone market because of the innovated technology and low price. The research aim of this essay is to discuss what the main causes of the situation are. Factors such as price, brand or previous experience, design, weight, camera, size storage capacity, operating system and battery life are put in the model.

Besides, the author selected limited cases to analyse (mainly Apple and MIUI), so that there are market forecast accuracy problems in the essay.

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