本文選題：金立通信 + 手機(jī)市場(chǎng)��； 參考：《南京大學(xué)》2013年碩士論文

【摘要】：‘十一五”期間,我國(guó)移動(dòng)通信行業(yè)蓬勃發(fā)展,取得了舉世矚目的成就,目前中國(guó)已成為全球最大的手機(jī)生產(chǎn)地和消費(fèi)市場(chǎng)。隨著移動(dòng)互聯(lián)網(wǎng)技術(shù)迅速發(fā)展,以及手機(jī)硬件技術(shù)的更新?lián)Q代,移動(dòng)通信的終端設(shè)備——手機(jī)也不斷推陳出新,整體設(shè)計(jì)向著大屏幕,智能化方向發(fā)展。在中國(guó)市場(chǎng)上,跨國(guó)手機(jī)生產(chǎn)企業(yè)紛紛推出創(chuàng)新的智能手機(jī)產(chǎn)品,吸引了越來(lái)越多的消費(fèi)者,也創(chuàng)造了一個(gè)日益成長(zhǎng)的市場(chǎng)。目前中國(guó)手機(jī)市場(chǎng)的情況是,主導(dǎo)地位由國(guó)外知名品牌,如蘋(píng)果、三星、諾基亞等占據(jù)。國(guó)產(chǎn)手機(jī)處于從屬地位,由于技術(shù)實(shí)力和經(jīng)營(yíng)實(shí)力方面的不足,國(guó)產(chǎn)手機(jī)品牌無(wú)論是從品牌知名度還是贏利能力方面與國(guó)外品牌相比還是有一定的差距。 本論文的研究對(duì)象是金立手機(jī)安徽銷(xiāo)售公司,文章采用了文獻(xiàn)分析法、訪談法及案例研究法,分析了金立手機(jī)的內(nèi)外部環(huán)境,并據(jù)此提出相應(yīng)的營(yíng)銷(xiāo)策略。研究方法以定性分析為主,定量分析為輔,依據(jù)波特五力模型、4P營(yíng)銷(xiāo)策略、4C營(yíng)銷(xiāo)策略等理論工具的分析,著重于對(duì)金立手機(jī)內(nèi)、外部環(huán)境方面的分析和營(yíng)銷(xiāo)策略的研究,總結(jié)出金立手機(jī)在銷(xiāo)售過(guò)程中的一些經(jīng)驗(yàn)和創(chuàng)新性的思路,同時(shí)探討其存在的問(wèn)題和不足之處,嘗試給出建議。 本文的研究結(jié)果可作為金立手機(jī)在制訂營(yíng)銷(xiāo)策略時(shí)的參考,對(duì)其他國(guó)內(nèi)手機(jī)廠商和經(jīng)銷(xiāo)商也有參考借鑒意義。也可以作為市場(chǎng)營(yíng)銷(xiāo)策略方面的一個(gè)案例來(lái)分析,為后續(xù)的研究作鋪墊。
[Abstract]:During the 11th Five-Year Plan period, the mobile communication industry of our country has developed vigorously and made remarkable achievements. At present, China has become the largest mobile phone production place and consumer market in the world. With the rapid development of mobile Internet technology and the upgrading of mobile phone hardware technology, mobile phone, the terminal equipment of mobile communication, is also constantly emerging, and the overall design is developing towards the direction of large screen and intelligent. In China, multinational mobile phone manufacturers have launched innovative smartphone products, attracting more and more consumers and creating a growing market. At present, China's mobile phone market is dominated by well-known foreign brands, such as Apple, Samsung, Nokia and so on. The domestic mobile phone is in the subordinate position, because of the shortage of the technical strength and the management strength, the domestic mobile phone brand has a certain gap with the foreign brand in terms of brand popularity and profitability. The research object of this paper is GIONEE mobile phone Anhui sales Company. The article adopts the literature analysis method, interview method and case study method, analyzes the internal and external environment of GIONEE mobile phone, and puts forward the corresponding marketing strategy accordingly. The research method is based on qualitative analysis and quantitative analysis. Based on the analysis of theoretical tools such as Porter's five-force model of marketing strategy 4P and 4C, this paper focuses on the analysis of GIONEE mobile phone's internal and external environment and the study of marketing strategy. This paper summarizes some experiences and innovative ideas of GIONEE mobile phone in the process of sales, discusses its problems and shortcomings, and tries to give some suggestions. The results of this paper can be used as a reference for GIONEE mobile phone in formulating marketing strategy, and also for other domestic mobile phone manufacturers and dealers. It can also be used as a case study of marketing strategy to pave the way for further research.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.63

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