本文選題：手機(jī) + 國(guó)產(chǎn)品牌　； 參考：《山東大學(xué)》2008年碩士論文

【摘要】： 本論文通過(guò)對(duì)我國(guó)國(guó)產(chǎn)品牌手機(jī)市場(chǎng)份額的變化及品牌影響力分析,闡述了中國(guó)手機(jī)市場(chǎng)的市場(chǎng)發(fā)展現(xiàn)狀(市場(chǎng)規(guī)模和結(jié)構(gòu)、市場(chǎng)特點(diǎn)等)和發(fā)展趨勢(shì),對(duì)手機(jī)市場(chǎng)的競(jìng)爭(zhēng)現(xiàn)狀、競(jìng)爭(zhēng)格局、消費(fèi)者市場(chǎng)需求、國(guó)內(nèi)外手機(jī)廠商的品牌營(yíng)銷(xiāo)策略進(jìn)行了詳盡的分析,并具體介紹了摩托羅拉、諾基亞、三星等手機(jī)廠商的品牌營(yíng)銷(xiāo)策略。基于以上研究,對(duì)手機(jī)市場(chǎng)的品牌營(yíng)銷(xiāo)策略進(jìn)行歸納、分析和總結(jié),并提出了可行的品牌營(yíng)銷(xiāo)策略建議。 本文系統(tǒng)地提出了國(guó)產(chǎn)品牌手機(jī)的品牌營(yíng)銷(xiāo)策略;并通過(guò)對(duì)中國(guó)手機(jī)市場(chǎng)的分析,指出國(guó)產(chǎn)手機(jī)的藍(lán)海是品牌。只有建立起強(qiáng)勢(shì)品牌和高端品牌才能在移動(dòng)通訊產(chǎn)業(yè)中立于不敗之地。國(guó)產(chǎn)手機(jī)企業(yè)在保證產(chǎn)品質(zhì)量的前提下,必須在細(xì)分市場(chǎng)上以差異化產(chǎn)品為基礎(chǔ),以服務(wù)差異化為競(jìng)爭(zhēng)底牌,貼近國(guó)內(nèi)消費(fèi)者的消費(fèi)需求,才能在競(jìng)爭(zhēng)中立于不敗之地;同時(shí)指出品牌戰(zhàn)略聯(lián)盟是提升國(guó)內(nèi)手機(jī)企業(yè)營(yíng)銷(xiāo)能力的重要途徑。
[Abstract]:Based on the analysis of the market share and brand influence of China's domestic brand mobile phone, this paper expounds the market development status (market size and structure, market characteristics, etc.) and the development trend of China's mobile phone market. This paper analyzes the competition situation, competition pattern, consumer market demand and brand marketing strategy of domestic and foreign mobile phone manufacturers in detail, and introduces the brand marketing strategies of Motorola, Nokia, Samsung and other mobile phone manufacturers in detail. Based on the above research, this paper sums up, analyzes and summarizes the brand marketing strategy of mobile phone market, and puts forward some feasible suggestions for brand marketing strategy. This paper systematically puts forward the brand marketing strategy of domestic brand mobile phone, and points out that the blue sea of domestic mobile phone is a brand through the analysis of Chinese mobile phone market. Only to establish a strong brand and high-end brands in the mobile communications industry in an invincible position. Under the premise of guaranteeing the product quality, the domestic mobile phone enterprise must take the differentiated product as the foundation in the market segment, take the service differentiation as the competition card, close to the domestic consumer's consumption demand, in order to be in the invincible position in the competition; At the same time, it points out that brand strategic alliance is an important way to improve the marketing ability of domestic mobile phone enterprises.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F274;F426.6

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前7條

1 閔艷華;三星手機(jī)在中國(guó)的營(yíng)銷(xiāo)策略研究及對(duì)中國(guó)手機(jī)行業(yè)的啟示[D];東北財(cái)經(jīng)大學(xué);2010年

2 李英超;基于消費(fèi)者決策的品牌價(jià)值影響因素研究[D];昆明理工大學(xué);2011年

3 馮祺;我國(guó)國(guó)產(chǎn)手機(jī)市場(chǎng)研究[D];天津大學(xué);2009年

4 倪衛(wèi)清;消費(fèi)者品牌轉(zhuǎn)換意愿研究[D];揚(yáng)州大學(xué);2010年

5 尚光輝;國(guó)產(chǎn)手機(jī)的差異化營(yíng)銷(xiāo)[D];華中科技大學(xué);2009年

6 花科;聯(lián)想手機(jī)江西市場(chǎng)營(yíng)銷(xiāo)策略[D];南昌大學(xué);2012年

7 王青海;基于市場(chǎng)細(xì)分的M公司手機(jī)產(chǎn)品營(yíng)銷(xiāo)策略研究[D];吉林大學(xué);2012年

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本文編號(hào)：2062401