国产手机营销策略存在问题与对策分析

国产手机营销策略存在的问题与对策分析

摘要

随着信息化时代的到来，手机已经成为非常普及的通讯工具，在某种场合甚至成为社会地位和身份的象征。中国手机市场发展之初，一直都是国外手机品牌占领着中国市场，直到1999年，才陆续有国产手机品牌进入中国手机市场。到现在的2013年，国产手机已经经历了14年，并已经形成了一定的规模，同时若干个国产手机已经进军国外市场，走向品牌全球化。但是，国产手机品牌的发展过程中还存在着许多潜在的威胁，例如：产品的性能不足，没有拥有核心技术，售后服务不到位等问题。

本文分析了宏观和微观环境，主要运用SWOT分析法分析了国产手机品牌市场现状，提出国产手机在实施品牌策略时存在的问题并提出解决之法。

关键字： 国产手机； SWOT分析；品牌

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国产手机营销策略存在的问题与对策分析

Abstract

With the advantageous of information age, mobile phones have become very popular communication tool. In some occasions, mobile phones even become a symbol of social status and identity. At the beginning of

Chinese mobile phone market, Chinese mobile phone market has been occupied by foreign brands .a domestic mobile phone brand to enter the Chinese mobile phone market until 1999. In 2013, domestic mobile phone has already gone through 14years and has formed a certain scale. Now a number of domestic mobile phone has been entering foreign markets in order to the brand of globalization. However, there are still many potential threats in the development of domestic mobile phone brand, such as: product performance, lack of core technology, service is not in place and so on.

Keywords: SWOT analysis; mobile phone; brands

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国产手机营销策略存在的问题与对策分析

目 录

摘 要 ........................................................................................................ 错误！未定义书签。 Abstract ................................................................................................................................... II 目 录 ........................................................................................................................................ III 绪 论 .......................................................................................................................................... 1 1 概述 ...................................................................................................................................... 2

1.1 国产手机市场现状 ..................................................................................................... 2 2 国产手机市场环境分析 ...................................................................................................... 3

2.1 宏观环境分析 ........................................................................................................... 3

2.1.1 政治—法律因素 ............................................................................................ 3 2.1.2 经济因素 ........................................................................................................ 3

2.1.3 技术因素 ........................................................................................................ 3

2.1.4 社会因素 ........................................................................................................ 3 2.2微观环境分析 .............................................................................................................. 4 2.2.1 消费者特征: ................................................................................................... 4

2.2.2 供货商 ............................................................................................................ 4 2.3国产手机的SWOT分析 ............................................................................................. 5

2.3.1国产手机的优势分析 ....................................................................................... 6 2.3.2国产手机的劣势分析 ....................................................................................... 6

3 具体分析国产手机品牌营销存在的问题 .......................................................................... 6

3.1重份额轻美誉度 ........................................................................ 错误！未定义书签。 3.2 重利益轻服务 ............................................................................................................. 8 3.3重销售轻品牌 .............................................................................................................. 8 3.4认为做广告就是做品牌 .............................................................................................. 9 3.5没有长期品牌投资理念 .............................................................................................. 9 4 国产手机品牌的具体营销策略 ........................................................ 错误！未定义书签。

4.1 技术提升保障品牌价值 ........................................................................................... 11

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国产手机营销策略存在的问题与对策分析

4.2 绿色安全软件平台提升国产手机美誉度 ............................................................. 11 4.3避免价格战，提升品牌的信誉度 ............................................................................ 11 4.4改善产品的售后服务，减少负面口碑的影响 ........................................................ 12 4.5细分市场，创造品牌差异 ........................................................................................ 13 结论 .......................................................................................................................................... 14 参考文献 .................................................................................................................................. 15

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