2013届营销与策毕业论文.doc

研究国产手机营销策略 摘 要 我国目前是全球规模最大、增速最快的手机市场。随着科学技术的进步及人们物质生活水平的提高，手机已经成为大众最喜爱的电子消费类产品。随着手机市场竞争的日趋激烈，国外品牌手机企业在不断推出新产品的同时也在努力完善自己的营销渠道，因此，国产手机由渠道带来的优势日益削弱，并逐渐暴露出核心技术力量薄弱、质量不过硬、产品同质化严重、企业规模普遍偏小等一系列问题，造成国产手机的市场占有率下降，严重影响了企业的发展。国产手机企业要求生存，求发展，必须树立现代化的营销策略，掌握科学的营销策略。 本文从市场营销的基本理论入手，简要介绍了市场营销观念的发展演变过程、市场营销环境理论及市场细分与目标市场定位战略。在此基础上，对中国手机市场现状及市场营销的宏微观环境进行了详细的分析，指出了国产手机的竞争优势和劣势，面临的机遇与挑战，并且应用回归分析预测法对2013年国内手机销量进行了预测。通过对以上问题的分析和讨论，在文章的最后，结合市场营销学传统的4P理论，提出了相应的产品品牌策略、价格策略、渠道策略和促销策略，以求对国产手机企业的营销活动有所裨益。 关键词：手机 国产品牌 营销策略 市场研究 ABSTRACT Cell phone market in our country has evolved as the largest-scale and fastest growing in the world over the years．Technology advancement，together with the improvement in the standard of living，has transformed the cell phone into the most popular electronic product in consumer demand．As me competition in the cell phone market becomes more and more intensive，other multinational corporations are constantly strengthening their marketing channels，along with launching more of their latest innovative products．As a result，our domestic-made cell phones are losing their advantages gained from Placing．In addition to that，declines in market penetration, caused by problems such as ineffective core technology, low quality standard，lack of diversity, small in company scale，all have hindered the long term development of the company．Therefore，in order for our domestic corporations to survive and strive, we would have to come up with more comprehensive marketing concept and take the reins of scientific marketing strategy． This paper breaks in from the fundamental principles of marketing，briefly introduces the evolution of marketing concepts，marketing environmental theory and STP strategyOn this basis，the paper analyzes the current situation and marketing environment in the cell phone market in ChinaKey Words: Call phone home made brand Marketing strategy目 录 第1章 绪论 1 1.1 研究的背景和意义 1 1.2 研究的主要方法和设计进展 1 1.3 研究的主要内容 2 第2章 理论基础与文献综述 4 2.1 理论基础 4 2.1.1 市场营销的概念以及功能