本文選題：NICE + Mobile��； 參考：《北京交通大學》2017年碩士論文

【摘要】：近10年來,西非地區(qū)局勢相對穩(wěn)定,經濟也得到了高速的發(fā)展,但目前西非是全球電信通訊行業(yè)最不發(fā)達的地區(qū),使用寬帶的人數不到總人口的1%,但是使用移動通訊的人數卻數量眾多,西非是我國企業(yè)和品牌走出去的重要市場。本文以NICE Mobile品牌拓展西非市場為研究對象,對其在西非市場中所采用市場營銷策略提出優(yōu)化建議。運用PEST模型、STP戰(zhàn)略、4P等系統(tǒng)理論模型對NICE Mobile西非市場營銷策略進行了研究。在對國內外研究現狀進行綜述的基礎上,緊接著對電子消費類產品西非市場宏觀環(huán)境從政治、經濟、社會、技術等四個方面進行分析,并從顧客需求、競爭格局和消費渠道情況進行微觀環(huán)境分析。其次從品牌定位、品牌設計與傳播以及品牌策略三個方面對NICE Mobile進行品牌概述,從產品、價格、渠道、促銷四個方面介紹NICE Mobile西非市場營銷組合現狀,并指出其所面臨的問題以及成因。再次,依據STP理論,從市場細分、目標市場選擇、市場定位三個方面給出NICE Mobile西非市場應采取的市場營銷戰(zhàn)略。然后,運用經典的營銷4P理論,從產品、價格、渠道、促銷四個方面提出一系列有針對性的市場營銷組合策略改進建議。最后,從制度保障、組織保障、人員保障、風險控制等四個方面闡述如何保障NICE Mobile改進后的西非市場營銷組合策略的實施。本文的創(chuàng)新之處在于:本文著力研究NICE Mobile在現有的營銷狀況下,對公司的營銷戰(zhàn)略和營銷策略進行改進優(yōu)化,并對在實施改進優(yōu)化策略時應該注意的問題進行深入分析,以期為我國智能手機進行國際化市場開拓提供一定的理論借鑒和實踐指導。
[Abstract]:In the past 10 years, the situation in West Africa has been relatively stable and its economy has been developing at a high speed. But West Africa is currently the least developed region in the telecommunications industry in the world. The number of people using broadband is less than 1 percent of the total population, but the number of people using mobile communications is large. West Africa is an important market for Chinese enterprises and brands to go out. In this paper, NICE Mobile brand in West Africa market as the research object, and put forward the optimization of the marketing strategy in West Africa. This paper studies the marketing strategy of NICE Mobile in West Africa by using the system theory model such as PEST model and STP strategy. On the basis of summarizing the current research situation at home and abroad, and then analyzing the macro environment of electronic consumer products in West Africa market from four aspects: politics, economy, society and technology, and from customer demand, The competition pattern and the consumption channel situation carry on the microscopic environment analysis. Secondly, from three aspects of brand positioning, brand design and dissemination, brand strategy, NICE Mobile brand overview, from the product, price, channel, promotion four aspects of NICE Mobile marketing mix in West Africa, the current situation, It also points out the problems and causes. Thirdly, according to the theory of STP, this paper gives the marketing strategy that NICE Mobile should adopt in West Africa from three aspects: market segmentation, target market selection and market positioning. Then, using the classical marketing 4p theory, this paper puts forward a series of targeted marketing combination strategy improvement suggestions from four aspects: product, price, channel and promotion. Finally, from four aspects of system guarantee, organization guarantee, personnel security and risk control, this paper expounds how to ensure the implementation of the West African marketing mix strategy after the improvement of NICE Mobile. The innovation of this paper lies in: this paper focuses on the study of NICE Mobile in the existing marketing situation, the company's marketing strategy and marketing strategy to improve and optimize, and the implementation of the optimization strategy should be paid attention to in-depth analysis, In order to provide some theoretical reference and practical guidance for the development of international market of smart phone in China.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.6

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