隨著現(xiàn)代科技的進(jìn)步及人們物質(zhì)生活水平的提高,手機(jī)已成大眾最喜愛的電子消費(fèi)類產(chǎn)品。中國(guó)經(jīng)過近幾年的高速發(fā)展,現(xiàn)在已經(jīng)成為全球第一大手機(jī)市場(chǎng)。中國(guó)手機(jī)市場(chǎng)就像一塊大的蛋糕,吸引著多個(gè)國(guó)際手機(jī)業(yè)巨頭和中國(guó)國(guó)內(nèi)手機(jī)廠商。他們?cè)趪?guó)內(nèi)、國(guó)際手機(jī)市場(chǎng)上,展開了激烈的爭(zhēng)奪。眾所周知,在1999年當(dāng)國(guó)產(chǎn)手機(jī)剛剛進(jìn)入中國(guó)的手機(jī)市場(chǎng)時(shí),很少有人敢斷言國(guó)產(chǎn)手機(jī)能夠像國(guó)產(chǎn)彩電業(yè)那樣完成在國(guó)內(nèi)市場(chǎng)的絕地反攻,占據(jù)市場(chǎng)的主導(dǎo)地位。然而,隨著時(shí)間的推移,中國(guó)的手機(jī)市場(chǎng)發(fā)了生微妙的變化,傳統(tǒng)的三大品牌諾基亞、摩托羅拉、和愛立信的市場(chǎng)份額逐漸削弱,而由于價(jià)格、渠道、促銷的優(yōu)勢(shì),國(guó)產(chǎn)手機(jī)市場(chǎng)份額卻逐年上升,2000年的市場(chǎng)占有率不到8%,2001年底國(guó)產(chǎn)手機(jī)的市場(chǎng)占有率已經(jīng)達(dá)到15%,而2002年底則超過30%,2003年更是超過了50%,實(shí)現(xiàn)了歷史性的跨越。但是從2004年開始,洋品牌迅速調(diào)整營(yíng)銷戰(zhàn)略和策略,前幾年失去的市場(chǎng)正呈現(xiàn)重新奪回的氣象,恰恰相反,國(guó)產(chǎn)手機(jī)的技術(shù)卻沒有多大長(zhǎng)進(jìn),2004年國(guó)產(chǎn)手機(jī)在新產(chǎn)品的推廣上可謂集體沉寂,不論在新品的數(shù)量上還是質(zhì)量上均無亮點(diǎn)可見。2005年手機(jī)市場(chǎng)最令人沮喪的事情就是國(guó)產(chǎn)手機(jī)市... 

【文章頁數(shù)】：79 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
    1.1 Background and Significance of the Study
    1.2 Relevant Research
    1.3 Study Method
    1.4 Thesis Structure
Chapter Ⅱ Analysis of China's Mobile Phone Industry
    2.1 The Development Steps of Domestic Mobile Phone Industry
        2.1.1 The Emergence and Fast Development of Domestic Mobile Phones (1998-2003)
        2.1.2 The Declining Stage of Domestic Mobile Phones (2003-2007)
        2.1.3 The Continued Declining Stage of Domestic Mobile Phones
    2.2 Current Marketing Situation of Domestic Mobile Phone Industry
        2.2.1 Current Competition
        2.2.2 Mobile Phone Demand
        2.2.3 Mobile Phone Price
        2.2.4 Mobile Phone Channels
        2.2.5 Mobile Phone Style Preference
    2.3 Analysis of Domestic Mobile Phone Industry
        2.3.1 Advantages of Domestic Mobile Phone Industry
        2.3.2 Problems of Domestic Mobile Phone Industry in Marketing
        2.3.3 Opportunities for Domestic Mobile Industry
        2.3.4 Threats to Domestic Mobile Industry
Chapter Ⅲ Samsung and Its Marketing Strategies in China
    3.1 About Samsung Electronics
    3.2 Macro Marketing Environment of Samsung Mobile Phone in China
        3.2.1 Economic Factor Analysis
        3.2.2 Political and Cultural Factor Analysis
        3.2.3 Technological Factor Analysis
    3.3 The Competitive Environment of Samsung Mobile Phone in China
        3.3.1 The Competition from Potential Enters
        3.3.2 The Competition from Alternative Products
        3.3.3 The Buyer's Bargaining Power
        3.3.4 The Supplier Bargaining Power
        3.3.5 The Competition from Current Competitors
    3.4 Analyses of the Samsung's Marketing Strategy in China
        3.4.1 Product Strategies
        3.4.2 Pricing Strategies
        3.4.3 Channel Strategies
        3.4.4 Promotion Strategies
Chapter Ⅳ Implications of Samsung's Marketing Strategies in China toChina's Mobile Phone Industry
    4.1 About Product
        4.1.1 Mastering and Developing Core Technologies
        4.1.2 Developing High-End Products
        4.1.3 Focusing on Product Design
    4.2 About Price
        4.2.1 Business Mobile Phone Pricing Strategy
        4.2.2 College Student Mobile Phone Pricing Strategy
        4.2.3 Life Cycle Pricing Strategy
    4.3 About Channel
        4.3.1 Developing Various Distribution Channels
        4.3.2 Simplifying the Distribution Layer
        4.3.3 Exploring International Markets
    4.4 About Promotion
        4.4.1 Adopting Customer-Centered Promotion Methods
        4.4.2 Applying Various Promotion Methods to Improve Brand Image
        4.4.3 Enhancing the Management of Promotion Staff
Chapter Ⅴ Conclusions
REFERENCES
ACKNOWLEDGEMENT


【參考文獻(xiàn)】：
期刊論文
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[3]三星品牌重塑之道[J]. 楊清云,何佳訊.  上海國(guó)資. 2006(08)
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碩士論文
[1]我國(guó)國(guó)產(chǎn)手機(jī)市場(chǎng)研究[D]. 馮祺.天津大學(xué) 2009
[2]國(guó)產(chǎn)手機(jī)的品牌營(yíng)銷策略研究[D]. 張成鋼.山東大學(xué) 2008
[3]三星手機(jī)的體育營(yíng)銷策略研究[D]. 郭震.對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué) 2006
[4]中興通訊手機(jī)營(yíng)銷策略研究[D]. 鐘國(guó)君.湖南大學(xué) 2005



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