發(fā)布時(shí)間：2018-06-15 19:50

  本文選題：手機(jī) + 退市　； 參考：《大連理工大學(xué)》2008年碩士論文

【摘要】： 在當(dāng)下日益激烈的競爭環(huán)境下,市場營銷戰(zhàn)略日益凸顯成為企業(yè)成敗與否的關(guān)鍵所在。 縱觀中國手機(jī)營銷20年,不難看出其亦經(jīng)歷了以產(chǎn)品為導(dǎo)向、以產(chǎn)品創(chuàng)新為核心工具的第一代營銷和依靠多種營銷手段創(chuàng)新的第二代營銷及目前的第三代4Ps整合戰(zhàn)略營銷。幾乎所有的手機(jī)企業(yè),包括跨國公司和民族品牌,大家都認(rèn)識到:每一部手機(jī)的銷售都不僅僅取決于單一營銷功能的創(chuàng)新,而是取決于產(chǎn)品、價(jià)格、渠道、促銷四大方面的系統(tǒng)努力,企業(yè)要將產(chǎn)品銷售出去,必須保證這四個(gè)方面都達(dá)到一個(gè)優(yōu)勢的并且在整體上相一致的水平。 本文首先給出了研究對象DP公司從誕生到推出PT品牌手機(jī)再到退市的客觀軌跡,并在案例中詳盡給出了DP公司的經(jīng)營戰(zhàn)略、組織架構(gòu)、生產(chǎn)和技術(shù)能力以及營銷策略等。 其次,通過對DP公司所處的外部宏觀環(huán)境、產(chǎn)業(yè)發(fā)展規(guī)模和企業(yè)自身內(nèi)部資源進(jìn)行了多角度、深入細(xì)致的分析,并利用SWOT分析方法,找出了影響企業(yè)生存和發(fā)展的外部機(jī)會、威脅;企業(yè)本身的優(yōu)勢、劣勢。同時(shí),全面分析了作為市場營銷戰(zhàn)略核心和具體實(shí)施的PT手機(jī)市場營銷組合策略,并指出其中優(yōu)劣。 論文最后針對致使PT手機(jī)退市的幾個(gè)關(guān)鍵問題提出了相應(yīng)建議。 本課題通過對PT品牌手機(jī)退出中國市場這一典型案例的研究,試圖為業(yè)內(nèi)其他企業(yè)尤其是新晉外資品牌企業(yè)在中國市場的營銷戰(zhàn)略決策方面提供一些有價(jià)值的參考,也希冀為今后相關(guān)領(lǐng)域的研究略做貢獻(xiàn)。
[Abstract]:In today's increasingly fierce competition environment, marketing strategy has increasingly become the key to success or failure of enterprises.
Throughout the 20 years of mobile marketing in China, it is not difficult to see that it has also experienced the first generation marketing with product innovation as the core tool, the second generation marketing and the current third generation of 4Ps integrated strategic marketing which relies on various marketing means. Almost all mobile companies, including transnational corporations and national brands, have all realized that The sales of each mobile phone depends not only on the innovation of the single marketing function, but on the system efforts of the four aspects of product, price, channel and promotion. The enterprise wants to sell the product. It is necessary to ensure that both of these four aspects reach an advantage and in the same level as a whole.
This article first gives the objective trajectory of the research object DP company from the birth to the launch of the PT brand cell phone to the delisting. In the case, it gives a detailed description of the business strategy, organizational structure, production and technical ability and marketing strategy of DP company.
Secondly, through the external macro environment, the scale of industrial development and the internal resources of the enterprise, DP company has carried on a multi angle, in-depth analysis, and uses the SWOT analysis method to find out the external opportunities that affect the survival and development of the enterprise, the threat, the advantages and disadvantages of the enterprise itself. At the same time, it analyzes the marketing strategy in an all-round way. Core and specific implementation of PT mobile phone marketing mix strategy, and points out the advantages and disadvantages.
Finally, the paper puts forward corresponding suggestions for several key problems that lead to the delisting of PT mobile phones.
Through the study of the typical case of PT brand mobile phone withdrawing from the Chinese market, this paper tries to provide some valuable reference for other enterprises in the industry, especially the new foreign brand enterprises, in the marketing strategy of the Chinese market, and also hope to make a little contribution to the research in the related fields in the future.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.6

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本文編號：2023362