本文關(guān)鍵詞：BQ公司手機(jī)產(chǎn)品印尼市場(chǎng)營(yíng)銷策略研究　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：中國(guó)制造的手機(jī)終端作為一種高科技消費(fèi)產(chǎn)品,得力于科學(xué)技術(shù)的進(jìn)步和中國(guó)經(jīng)濟(jì)的高速發(fā)展,已經(jīng)在全球市場(chǎng)上形成了具有一定優(yōu)勢(shì)的產(chǎn)業(yè)。經(jīng)歷著從無到有,從低端到高端,從內(nèi)銷到外銷的過程。中國(guó)已經(jīng)成為全球最大的手機(jī)終端生產(chǎn)和消費(fèi)市場(chǎng),截止2014年底,我國(guó)手機(jī)終端產(chǎn)量已經(jīng)達(dá)到16.8億部。中國(guó)制造的手機(jī)終端產(chǎn)品,由于其物美價(jià)廉這一特性不但深受國(guó)內(nèi)消費(fèi)者的喜愛,更深得國(guó)際消費(fèi)者的認(rèn)同,3G、4G手機(jī)將會(huì)變成未來發(fā)展的主要機(jī)型。但是隨著國(guó)內(nèi)市場(chǎng)的飽和,產(chǎn)品供過于求,手機(jī)零售市場(chǎng)上大量充斥著價(jià)格戰(zhàn),極大地壓縮了企業(yè)的利潤(rùn)率,加之深圳市BQ公司的科技研發(fā)實(shí)力有限,不能引領(lǐng)行業(yè)動(dòng)向,公司產(chǎn)品銷售業(yè)績(jī)直線下降,已經(jīng)不能維持公司正常發(fā)展需要,急需開辟其他市場(chǎng)。和行業(yè)競(jìng)爭(zhēng)者一樣,BQ公司也將目光投入到拓展海外市場(chǎng)。由于各國(guó)經(jīng)濟(jì)、文化、政治等因素的影響,各國(guó)的手機(jī)終端市場(chǎng)狀況也各不相同,需要不同的營(yíng)銷策略才能順利打開當(dāng)?shù)厥袌?chǎng)。東南亞市場(chǎng)是新興市場(chǎng),發(fā)展?jié)摿薮?特別是最大的龍頭——印度尼西亞市場(chǎng),市場(chǎng)正處于高速成長(zhǎng)期,如何抓住成長(zhǎng)機(jī)會(huì),將為公司順利打開東南亞市場(chǎng)取得先機(jī)。本文就是要解決這一困境,綜合運(yùn)用市場(chǎng)營(yíng)銷和企業(yè)戰(zhàn)略的理論做為指導(dǎo),并結(jié)合市場(chǎng)環(huán)境和企業(yè)自身環(huán)境實(shí)際狀況,制定出公司市場(chǎng)營(yíng)銷策略。首先采用PEST分析工具模型對(duì)公司營(yíng)銷環(huán)境進(jìn)行分析,明確行業(yè)發(fā)展?fàn)顩r；然后針對(duì)公司內(nèi)部環(huán)境現(xiàn)狀,對(duì)BQ公司內(nèi)部外部環(huán)境進(jìn)行SWOT分析,識(shí)別出BQ公司存在的問題；隨后采用STP理論對(duì)公司目標(biāo)市場(chǎng)細(xì)分、選擇、定位,再結(jié)合6Ps理論對(duì)產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略、公共關(guān)系、政治權(quán)利開展綜合分析,提出BQ公司在市場(chǎng)營(yíng)銷策略改善建議；最后對(duì)BQ公司如何實(shí)現(xiàn)營(yíng)銷目標(biāo)提出制度保障的建議。希望本文能為其他企業(yè)開拓印尼市場(chǎng)起到一定的啟發(fā)作用。
[Abstract]:As a kind of high-tech consumer product, the mobile terminal made in China is thanks to the progress of science and technology and the rapid development of Chinese economy. Has formed a certain advantage in the global market industry. Experienced from scratch, from the low-end to the high-end, from domestic to export. China has become the world's largest mobile phone terminal production and consumption market. As of end of 2014, the output of mobile terminals in China has reached 1.68 billion units. The mobile terminal products made in China are not only loved by domestic consumers because of their good quality and low price. More international consumers agree that the 3G 4G phone will become the main model in the future. But as the domestic market becomes saturated and the supply exceeds demand, the retail mobile phone market is flooded with price wars. Greatly compressed the profit margin of enterprises, coupled with the limited strength of scientific and technological research and development of Shenzhen Bq company, can not lead the trend of the industry, the company's product sales performance plummeted, has been unable to maintain the company's normal development needs. It is urgent to open up other markets. Like the competitors in the industry, Bq is also focusing on expanding overseas markets, due to the influence of economic, cultural, political and other factors in various countries. The market conditions of mobile phone terminals in different countries are different, and different marketing strategies are needed to successfully open the local market. The Southeast Asian market is an emerging market with great potential for development. In particular, the biggest leader-the Indonesian market, the market is in a period of rapid growth, how to seize the growth opportunities, for the company to successfully open the Southeast Asian market to obtain a first chance. This article is to solve this dilemma. Comprehensive use of marketing and corporate strategy as a guide, and combined with the actual situation of the market environment and the enterprise's own environment. Firstly, the PEST analysis tool model is used to analyze the marketing environment of the company, and the development of the industry is clarified. Then according to the current situation of internal environment of the company, SWOT analysis of internal and external environment of Bq company is carried out to identify the problems existing in the company. Then we use the STP theory to analyze the target market segmentation, selection, positioning and 6Ps theory of product strategy, price strategy, channel strategy, promotion strategy, public relations, political rights comprehensive analysis. Put forward some suggestions on improving the marketing strategy of Bq company; Finally, some suggestions on how to realize the marketing target are put forward. It is hoped that this paper can enlighten other enterprises to open up the Indonesian market.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.63

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本文編號(hào)：1367286