【摘要】：本文以中國手機行業(yè)的發(fā)展歷程為主線,回顧國產(chǎn)手機的經(jīng)驗教訓,分析行業(yè)現(xiàn)狀,剖析存在的問題,并探尋解決問題的方向。 中國手機行業(yè)發(fā)展會經(jīng)歷四個階段:國外企業(yè)趁國內(nèi)企業(yè)技術(shù)落后,產(chǎn)能不足,直接輸入產(chǎn)品階段;技術(shù)創(chuàng)新停滯,國產(chǎn)品牌利用營銷、成本,本土化優(yōu)勢領(lǐng)先階段;部分國外企業(yè)依靠技術(shù)領(lǐng)先重新獲得優(yōu)勢,資本整合階段,國內(nèi)外企業(yè)互相并購;國產(chǎn)品牌技術(shù)發(fā)力階段。 國產(chǎn)手機行業(yè)的發(fā)展在2000年前是第一階段,2001—2003年是第二階段�，F(xiàn)在,國產(chǎn)手機行業(yè)恰好處于第三階段,品牌間的資本整合已經(jīng)不可避免,市場競爭格局呈現(xiàn)出動蕩與分化的特征。易美、熊貓、科健、南方高科接連爆發(fā)資金鏈斷的連鎖反應(yīng),而與此同時,“核準制”以后還有新的廠家涌入手機市場參與競爭,國產(chǎn)手機行業(yè)孕育著重組與新生的希望。 一、中國手機行業(yè)的產(chǎn)生與發(fā)展 (一) 中國手機行業(yè)的導入 2000年以前國產(chǎn)手機的市場份額不到10%,手機市場幾乎是洋品牌的天下。國產(chǎn)手機在這個階段的兩大主流,一種是采用手機模塊加上外圍元件,自行或委托韓國設(shè)計外觀和MMl人機界面,另一種就是直接貼牌。 (二)國產(chǎn)手機的發(fā)展(2001—2003年) 國產(chǎn)品牌的市場份額從2001年的13%,到2002年迅速攀升至30%左右,而2003年已經(jīng)占據(jù)了半壁江山。 國產(chǎn)手機崛起的主要原因:中國幅員遼闊,國產(chǎn)品牌得以從二三級城市突圍,走“農(nóng)村包圍城市”道路,實現(xiàn)異軍突起;區(qū)域差異大,國產(chǎn)廠家準確把握消費者特征,針對細分市場,推出差異化產(chǎn)品;消費者理性程度低,具體表現(xiàn)在受媒體和價格影響大,廣告成為國產(chǎn)品牌的救命稻草;手機市場缺乏高效率的分銷系統(tǒng),國產(chǎn)廠家采用人海戰(zhàn)術(shù)大獲成功。 國產(chǎn)手機廠商也正是憑著在外形、應(yīng)用技術(shù)、廣告和分銷渠道的優(yōu)勢,逐步在手機市場上占據(jù)了一席之地。從產(chǎn)品、價格、渠道管理、市場推廣、質(zhì)量和售后服務(wù)幾個方
[Abstract]:Based on the development of China's mobile phone industry, this paper reviews the experiences and lessons of domestic mobile phones, analyzes the current situation of the industry, analyzes the existing problems, and explores the direction to solve the problems. The development of Chinese mobile phone industry will go through four stages: foreign enterprises will take advantage of domestic enterprises' backward technology, insufficient production capacity, direct input of products, technical innovation stagnation, domestic brands use marketing, cost, the leading stage of localization advantage; Some foreign enterprises rely on technology leading to regain advantage, capital integration stage, domestic and foreign enterprises merger and acquisition; domestic brand technology power stage. The development of domestic mobile phone industry before 2000 is the first stage, 2001-2003 is the second stage. Now, the domestic mobile phone industry is just in the third stage, the capital integration among brands is inevitable, and the market competition pattern presents the characteristics of turbulence and differentiation. Yi Mei, Panda, Ke Jian and South Tech broke out of the chain of funds. Meanwhile, after the "approval system", new manufacturers poured into the mobile phone market to participate in competition, and the domestic mobile phone industry gave birth to the hope of restructuring and rebirth. First, The emergence and Development of China's Mobile phone Industry (1) the introduction of China's Mobile phone Industry into China before 2000 Less than 10 percent of the market share, mobile phone market is almost the world of foreign brands. At this stage, the two major mainstream of domestic mobile phones, one is the use of mobile phone modules plus peripheral components, or commissioned the South Korean design appearance and MMl man-machine interface, the other is the direct labeling. (2) the development of domestic mobile phones (2001-2003) the market share of domestic brands has risen rapidly from 13% in 2001 to about 30% in 2002, and has occupied half of the world in 2003. The main reasons for the rise of domestic mobile phones are: China has a vast territory, and domestic brands have been able to break through from the second and third levels of cities and take the road of "encircling the cities in the countryside" to realize the emergence of new forces; there are big regional differences, and domestic manufacturers accurately grasp the characteristics of consumers. Aiming at market segments and introducing differentiated products, consumers have a low degree of rationality, which is manifested in the fact that advertising has become the lifeline of domestic brands because of the influence of media and prices; and the mobile phone market lacks an efficient distribution system. Domestic manufacturers adopted the sea of people tactics to achieve great success. With the advantages of appearance, application technology, advertising and distribution channels, domestic mobile phone manufacturers have gradually occupied a place in the mobile phone market. From product, price, channel management, marketing, quality and after-sales service
【學位授予單位】：對外經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F426.6

【引證文獻】

相關(guān)碩士學位論文 前6條

1 孫立;基于MTK雙模三卡手機通話模塊的研究與應(yīng)用[D];太原理工大學;2011年

2 章磊;MTK手機固件下載技術(shù)的研究[D];北京理工大學;2011年

3 李曼;國產(chǎn)手機企業(yè)發(fā)展戰(zhàn)略選擇研究[D];南昌大學;2008年

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5 梁志紅;基于MTK平臺通話管理軟件的設(shè)計與實現(xiàn)[D];西安電子科技大學;2009年

6 霍磊;中老年手機的人性化研究與設(shè)計[D];電子科技大學;2012年

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