【摘要】：中國作為全球最大的移動(dòng)通訊市場(chǎng),龐大的人口基數(shù)以及持續(xù)穩(wěn)定的經(jīng)濟(jì)發(fā)展速度,使中國手機(jī)行業(yè)蘊(yùn)藏著極大的發(fā)展?jié)摿途薮蟮纳虡I(yè)機(jī)會(huì)。自1987年以來,我國手機(jī)市場(chǎng)由引入期開始發(fā)展直至現(xiàn)在,不斷吸引著國際品牌廠商進(jìn)駐中國,建立生產(chǎn)基地,目的在于搶占中國手機(jī)市場(chǎng)。外國手機(jī)制造商憑借其自身的技術(shù)優(yōu)勢(shì)在中國的手機(jī)市場(chǎng)占據(jù)著主導(dǎo)的地位,國內(nèi)手機(jī)生產(chǎn)廠商雖起步較晚,但也不甘心于落后的現(xiàn)狀,在不斷的努力下,中國手機(jī)行業(yè)逐步發(fā)展成熟。近幾年來,隨著智能手機(jī)的發(fā)展,給國內(nèi)手機(jī)廠商帶來了新的發(fā)展機(jī)遇,國產(chǎn)品牌呈現(xiàn)百花爭(zhēng)妍的態(tài)勢(shì),逐漸在手機(jī)市場(chǎng)上占據(jù)了一席之位。本文以云狐科技(沈陽)有限公司的云狐手機(jī)營銷為研究對(duì)象,旨在探尋云狐手機(jī)未來營銷發(fā)展之路,為云狐手機(jī)營銷策略的制定提供參考。本文以市場(chǎng)營銷理論為理論指導(dǎo),首先通過PEST、波特五力模型等分析工具分析云狐手機(jī)面臨的宏觀環(huán)境、產(chǎn)業(yè)環(huán)境、競(jìng)爭(zhēng)環(huán)境,并且從消費(fèi)者的需求特點(diǎn)和購買動(dòng)機(jī)對(duì)消費(fèi)者的行為進(jìn)行了分析;其次,從人力資源、技術(shù)研發(fā)、生產(chǎn)、營銷、財(cái)務(wù)等方面,對(duì)云狐科技(沈陽)有限公司的內(nèi)部環(huán)境進(jìn)行了分析,并對(duì)企業(yè)的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇與挑戰(zhàn)等方面進(jìn)行了分析;基于以上的分析,本文運(yùn)用STP方法,確定了云狐手機(jī)的目標(biāo)市場(chǎng)及市場(chǎng)定位,突出了云狐手機(jī)的防護(hù)功能、異質(zhì)性的市場(chǎng)選擇和云狐手機(jī)做"小眾市場(chǎng)的領(lǐng)導(dǎo)品牌"的市場(chǎng)品牌定位,并從產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略四個(gè)方面提出了云狐手機(jī)的營銷組合策略;最后本文從加大營銷投入、調(diào)整強(qiáng)化營銷組織職能和細(xì)化營銷運(yùn)行機(jī)制三方面提出了保證營銷策略實(shí)施的保障性措施。
[Abstract]:As the largest mobile communication market in the world, China has a huge population base and sustained and stable economic development, which makes the mobile phone industry in China have great development potential and huge business opportunities. Since 1987, the mobile phone market of our country has been developed from the period of introduction until now. It has been attracting the international brand manufacturers to enter China and set up the production base. The purpose is to seize the Chinese mobile phone market. Foreign handset manufacturers take the dominant position in China's mobile phone market by virtue of their own technological advantages. Although domestic handset manufacturers started relatively late, they are not willing to fall behind in the present situation. China's mobile phone industry has gradually developed and matured. In recent years, with the development of smart phones, domestic mobile phone manufacturers have brought new opportunities for development, and domestic brands have gradually occupied a position in the mobile phone market. This article takes the cloud fox mobile phone marketing of the cloud fox science and technology (Shenyang) co., Ltd as the research object, aims to explore the way of the cloud fox mobile phone marketing development in the future, and provides the reference for the cloud fox mobile phone marketing strategy formulation. Under the guidance of marketing theory, this paper first analyzes the macro environment, industrial environment and competition environment of cloud fox mobile phone by means of pest, Porter's five-force model and other analytical tools. And from the consumer's demand characteristics and purchase motivation to analyze the consumer's behavior; secondly, from the human resources, technology development, production, marketing, financial and other aspects, This paper analyzes the internal environment of Yunhu Science and Technology (Shenyang) Co., Ltd., and analyzes the advantages, disadvantages, opportunities and challenges of the enterprises. The target market and market positioning of cloud fox mobile phone are determined, the protection function of cloud fox mobile phone, the heterogeneous market choice and the market brand positioning of "leading brand in niche market" are highlighted, and the product strategy and price strategy are also discussed. The marketing combination strategy of cloud fox mobile phone is put forward in four aspects of channel strategy and promotion strategy. In order to ensure the implementation of marketing strategy, the author puts forward three aspects: adjusting and strengthening marketing organization function and refining marketing operation mechanism.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.63

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 王健;;消費(fèi)者成熟視角下的國產(chǎn)智能手機(jī)營銷[J];科技信息;2012年34期

2 丁利民;孫丁力;;淺析小米手機(jī)營銷策略[J];河北企業(yè);2012年08期

3 梁冬偉;;聯(lián)想公司營銷發(fā)展策略分析[J];企業(yè)家天地(理論版);2011年09期

，

本文編號(hào)：2131979