Kjndeu索尼爱立信手机在中国市场营销策略研究.docVIP

秋风清，秋月明,落叶聚还散,寒鸦栖复惊。 索尼爱立信手机在中国市场的营销策略的研究与分析学 院:影视艺术技术学院专 业:广告学学生姓名:顾晓琳学 号指导老师:徐光夫目 录(一)公司简介………………………………10(二)索尼爱立信手机的SWOT分析 ………12(一)营销组合理论概述……………………14(二)索尼爱立信手机的产品策略…………15(三)索尼爱立信手机的价格策略…………16(四)索尼爱立信手机的渠道策略…………18(五)索尼爱立信手机的促销策略…………19(一)产品外观多样化………………………22(二)市场细分 合理定价 …………………22(三)继续拓宽营销渠道……………………23(四)加强形象店建设 提升品牌形象 ……23摘要2001年10月,爱立信公司与索尼公司合并重组了索尼爱立信公司,在业界一致看好这天作之合的大好形势下,索尼爱立信公司却连续15个月处于亏损状态;2003年,正当大家对索尼爱立信失去信心之时,它却奇迹般地复活,俨如中国通信市场上叱咤风云的一匹黑马;2004年,国内整个手机业处于跌宕起伏的产业环境下,索尼爱立信手机销售业绩也在步步攀升.在我们能够看到和想到的通信行业的厂商中,从来没有任何一个像索尼爱立信那样,在成立短短的几年时间里,不论是公司品牌,产品知名度,美誉度,还是产量的增长情况,市场份额等皆成为业内一个神话.本文以中国手机市场为大背景,以索尼爱立信手机为研究对象,以索尼爱立信手机的营销策略及其相关方面为主要研究内容,试图通过索尼爱立信中国有限公司在中国手机市场上采用的营销策略进行研究,根据所学知识与实践,分析索尼爱立信手机成功的原因.笔者希望通过能对本土手机品牌发展做一定的借鉴.关键词:索尼爱立信 手机 营销策略ABSTRACTEricsson and Sony were merged into Sony Ericsson in October, 2001 when the whole industry saw the merger as a perfect combination. Sony Ericsson suffered successive losses in the following fifteen months. The conglomeration survived miraculously in 2003, like a black horse running quite far away in the telecom market of China, while everyone almost lost their confidence in the brand. In 2004, even in the unstable situation of the domestic cell phone industry, the sales achievements of Sony Ericsson are still in the rise step by step. Not a one telecom manufacturer has made it out that in the few years just after the foundation, a company became a myth in terms of brand, fame, public praise, output increase as well as market share, except Sony Ericsson. The article tried to research Sony Ericsson mobile phones, and the marketing and relative tactics taken by Sony Ericsson in the Chinese cell phone market under the pretext of the whole domestic telecom industry, and made analysis on the reason for Sony Ericssons success according to the writers acknowledgements and practices. Its the sincere wish from the writer that the article could be a favor to the development of local brand of mobile phone.KEY WORDS: S