一 魅族手机发展历程及现状中文.docVIP

The Report of Marketing Strategies of MEIZU Mobile Entering the India Market Background and Significance 美国《纽约时报》网站5月12日，多年来，数亿中国人购买了新的智能手机。在此过程中，本土的手机制造商的业绩大幅增长，然而在中国，智能手机快速增长的时代已经终结。据IDC的数据显示，超过8亿中国人使用智能手机。已经饱和的中国市场意味着更少的新买家，而经济放缓又意味着消费支出下降，所以各大国产品牌纷纷选择走出国门，向世界市场进发。吸取了国产手机的“第一轮出海浪潮”的失败经验，这次的“第二次出海浪潮”不再仅仅是拼低价，而是从性价比出发。在各大国产品牌纷纷走出国门的时候，在中国极具影响力的魅族也需要采取行动。否则，在国际市场上，会远远落后于它的对手。 2. Review of Relevant Theoretical Literature There are mainly three major theoretical foundation for the MEIZU telephone to develop the India market. That is the brand competitiveness, marketing strategy and 2.1 Brand Competitiveness Competitiveness is a comprehensive ability reflected by the participants of two or more parties when compete or compare. It is a relative indicator and must be manifested through competition. Generally speaking, some of the competitiveness are strong and huge, while others are small and weak. Brand Competitiveness is one of the enterprises competitiveness, which is the most enduring external appearance of enterprise core competitiveness. Any of the existing core competitive advantage of the enterprise such as resource, technology, talent, management and marketing strengths will eventually transform to the enterprises brand competitiveness advantage. 2.2 Marketing Strategy American marketing expert Neil Boughton proposed the concept of the marketing mix and Jerome McCarthy, a professor at the Michigan University, proposed 4P (Product , Price , Place , Promotion) from 1950. With the dramatically change of the corporate marketing environment, the marketing mix has undergone the evolution of 4P, 4C, 4R, 4V, 7P.4C theory is promoted by a famous American scholar, professor Robert Lauteerborn, in the 1970s including Customer, Cost, Convenience, Communication, mainly in customer-oriented . 4R includes Reaction, Relative, Relationship and Retribution presented by the American scholar Schultz which emphasized the open systems perspective in developing marketing activities