中国手机行业前景研究
发布时间：2018-09-04 11:01
【摘要】：本文以中国手机行业的发展历程为主线,回顾国产手机的经验教训,分析行业现状,剖析存在的问题,并探寻解决问题的方向。 中国手机行业发展会经历四个阶段:国外企业趁国内企业技术落后,产能不足,直接输入产品阶段;技术创新停滞,国产品牌利用营销、成本,本土化优势领先阶段;部分国外企业依靠技术领先重新获得优势,资本整合阶段,国内外企业互相并购;国产品牌技术发力阶段。 国产手机行业的发展在2000年前是第一阶段,2001—2003年是第二阶段。现在,国产手机行业恰好处于第三阶段,品牌间的资本整合已经不可避免,市场竞争格局呈现出动荡与分化的特征。易美、熊猫、科健、南方高科接连爆发资金链断的连锁反应,而与此同时,“核准制”以后还有新的厂家涌入手机市场参与竞争,国产手机行业孕育着重组与新生的希望。 一、中国手机行业的产生与发展 (一) 中国手机行业的导入 2000年以前国产手机的市场份额不到10%,手机市场几乎是洋品牌的天下。国产手机在这个阶段的两大主流,一种是采用手机模块加上外围元件,自行或委托韩国设计外观和MMl人机界面,另一种就是直接贴牌。 (二)国产手机的发展(2001—2003年) 国产品牌的市场份额从2001年的13%,到2002年迅速攀升至30%左右,而2003年已经占据了半壁江山。 国产手机崛起的主要原因:中国幅员辽阔,国产品牌得以从二三级城市突围,走“农村包围城市”道路,实现异军突起;区域差异大,国产厂家准确把握消费者特征,针对细分市场,推出差异化产品;消费者理性程度低,具体表现在受媒体和价格影响大,广告成为国产品牌的救命稻草;手机市场缺乏高效率的分销系统,国产厂家采用人海战术大获成功。 国产手机厂商也正是凭着在外形、应用技术、广告和分销渠道的优势,逐步在手机市场上占据了一席之地。从产品、价格、渠道管理、市场推广、质量和售后服务几个方
[Abstract]:Based on the development of China's mobile phone industry, this paper reviews the experiences and lessons of domestic mobile phones, analyzes the current situation of the industry, analyzes the existing problems, and explores the direction to solve the problems. The development of Chinese mobile phone industry will go through four stages: foreign enterprises will take advantage of domestic enterprises' backward technology, insufficient production capacity, direct input of products, technical innovation stagnation, domestic brands use marketing, cost, the leading stage of localization advantage; Some foreign enterprises rely on technology leading to regain advantage, capital integration stage, domestic and foreign enterprises merger and acquisition; domestic brand technology power stage. The development of domestic mobile phone industry before 2000 is the first stage, 2001-2003 is the second stage. Now, the domestic mobile phone industry is just in the third stage, the capital integration among brands is inevitable, and the market competition pattern presents the characteristics of turbulence and differentiation. Yi Mei, Panda, Ke Jian and South Tech broke out of the chain of funds. Meanwhile, after the "approval system", new manufacturers poured into the mobile phone market to participate in competition, and the domestic mobile phone industry gave birth to the hope of restructuring and rebirth. First, The emergence and Development of China's Mobile phone Industry (1) the introduction of China's Mobile phone Industry into China before 2000 Less than 10 percent of the market share, mobile phone market is almost the world of foreign brands. At this stage, the two major mainstream of domestic mobile phones, one is the use of mobile phone modules plus peripheral components, or commissioned the South Korean design appearance and MMl man-machine interface, the other is the direct labeling. (2) the development of domestic mobile phones (2001-2003) the market share of domestic brands has risen rapidly from 13% in 2001 to about 30% in 2002, and has occupied half of the world in 2003. The main reasons for the rise of domestic mobile phones are: China has a vast territory, and domestic brands have been able to break through from the second and third levels of cities and take the road of "encircling the cities in the countryside" to realize the emergence of new forces; there are big regional differences, and domestic manufacturers accurately grasp the characteristics of consumers. Aiming at market segments and introducing differentiated products, consumers have a low degree of rationality, which is manifested in the fact that advertising has become the lifeline of domestic brands because of the influence of media and prices; and the mobile phone market lacks an efficient distribution system. Domestic manufacturers adopted the sea of people tactics to achieve great success. With the advantages of appearance, application technology, advertising and distribution channels, domestic mobile phone manufacturers have gradually occupied a place in the mobile phone market. From product, price, channel management, marketing, quality and after-sales service
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.6
本文编号：2221885
[Abstract]:Based on the development of China's mobile phone industry, this paper reviews the experiences and lessons of domestic mobile phones, analyzes the current situation of the industry, analyzes the existing problems, and explores the direction to solve the problems. The development of Chinese mobile phone industry will go through four stages: foreign enterprises will take advantage of domestic enterprises' backward technology, insufficient production capacity, direct input of products, technical innovation stagnation, domestic brands use marketing, cost, the leading stage of localization advantage; Some foreign enterprises rely on technology leading to regain advantage, capital integration stage, domestic and foreign enterprises merger and acquisition; domestic brand technology power stage. The development of domestic mobile phone industry before 2000 is the first stage, 2001-2003 is the second stage. Now, the domestic mobile phone industry is just in the third stage, the capital integration among brands is inevitable, and the market competition pattern presents the characteristics of turbulence and differentiation. Yi Mei, Panda, Ke Jian and South Tech broke out of the chain of funds. Meanwhile, after the "approval system", new manufacturers poured into the mobile phone market to participate in competition, and the domestic mobile phone industry gave birth to the hope of restructuring and rebirth. First, The emergence and Development of China's Mobile phone Industry (1) the introduction of China's Mobile phone Industry into China before 2000 Less than 10 percent of the market share, mobile phone market is almost the world of foreign brands. At this stage, the two major mainstream of domestic mobile phones, one is the use of mobile phone modules plus peripheral components, or commissioned the South Korean design appearance and MMl man-machine interface, the other is the direct labeling. (2) the development of domestic mobile phones (2001-2003) the market share of domestic brands has risen rapidly from 13% in 2001 to about 30% in 2002, and has occupied half of the world in 2003. The main reasons for the rise of domestic mobile phones are: China has a vast territory, and domestic brands have been able to break through from the second and third levels of cities and take the road of "encircling the cities in the countryside" to realize the emergence of new forces; there are big regional differences, and domestic manufacturers accurately grasp the characteristics of consumers. Aiming at market segments and introducing differentiated products, consumers have a low degree of rationality, which is manifested in the fact that advertising has become the lifeline of domestic brands because of the influence of media and prices; and the mobile phone market lacks an efficient distribution system. Domestic manufacturers adopted the sea of people tactics to achieve great success. With the advantages of appearance, application technology, advertising and distribution channels, domestic mobile phone manufacturers have gradually occupied a place in the mobile phone market. From product, price, channel management, marketing, quality and after-sales service
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.6
【引证文献】
相关硕士学位论文 前6条
1 孙立;基于MTK双模三卡手机通话模块的研究与应用[D];太原理工大学;2011年
2 章磊;MTK手机固件下载技术的研究[D];北京理工大学;2011年
3 李曼;国产手机企业发展战略选择研究[D];南昌大学;2008年
4 蔡亮;国产手机品牌市场份额下降原因及对策分析[D];北京第二外国语学院;2008年
5 梁志红;基于MTK平台通话管理软件的设计与实现[D];西安电子科技大学;2009年
6 霍磊;中老年手机的人性化研究与设计[D];电子科技大学;2012年
，本文编号：2221885
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