诺基亚营销战略的研究.docVIP

本科毕业论文 论文题目:诺基亚（中国）发展战略研究 姓 名： 刘月 学 号： 2009361121 系 （部）： 贸易经济系 专 业： 市场营销 班 级： 2009级1班 指导老师： 杨宇 完成时间： 2013 年 4 月 摘 要 伴随着全球经济的发展，手机通信也发生了很大的变化。从20世纪80年代开始，人们就感受到手机为我们的生活带来了巨大的改变。而诺基亚在这场全球的巨大变革中脱颖而出。一个企业的成功与否，取决于这个企业的管理哲学和发展战略是否成功。目前，中国手机市场竞争激烈，手机也是近年来普及最快的高科技电子产品之一。作为全球五百强企业之一的诺基亚手机公司，从一个塑胶厂发展到世界老大级别的手机制造商，演绎了一个传奇，持续占据手机市场老大位置十几年,但是近几年由于安卓、苹果手机产品的崛起，诺基亚的手机霸主位置被撼动，销量渐渐下滑，品牌形象降低。诺基亚要想发展，必须分析自己所处的环境，进行各方面的分析，制定适当可行的发展战略目标，快速有效提高自己的市场占有率。 本论文主要针对诺基亚的发展战略问题展开研究，运用波特五力分析，SWOT分析等方法具体分析诺基亚所处的环境，找出诺基亚衰落的问题所在，提出诺基亚的发展战略目标和实施的一些保障措施，为诺基亚的发展提供一些建议，同时希望我国的企业也能够从诺基亚的兴衰荣辱中得到有益的启示。 关键词：诺基亚；发展战略；波特五力分析；SWOT分析 Abstract Associated with the development of the global economy, mobile phone communication has also undergone a lot of changes. Beginning in the 1980s, people feel the phone has brought a huge change in our lives. The Nokia enormous changes in the global fore. An enterprises success depends on the success of the enterprises management philosophy and development strategy. At present, the Chinese mobile phone market is competitive, the phone is also in recent years, universal access to one of the the fastest growing high-tech electronic products. Nokia mobile phone company as one of the Global 500 companies, developed from a plastics factory to the worlds oldest level handset manufacturers, the interpretation of a legend, continues to dominate the mobile phone market leader position more than a decade, but in recent years due to Andrews the rise of the Apple mobile phone products, Nokia mobile phone overlord position to shake, sales gradually decline, lower brand image. Nokia in order to develop, must analyze their surroundings, the various aspects of the analysis, the development of appropriate and feasible development strategic objectives quickly and effectively to improve their market share. This thesis, a study focused on the development of Nokias strategic issues, the use of Porter five forces analysis, SWOT analysis and other methods specific