20080601060陶娟论文.doc

湖北中医药大学本科毕业论文 题 目：浅析国产手机的品牌营销策略 姓 名： 陶 娟 学 号： 20080601060 专 业： 市场营销 年 级： 2008级 实习单位： 临海市奇升橡塑制品有限公司 指导老师： 陈 丹 完成日期： 2012年5月29日 浅析国产手机的品牌营销策略 【摘要】：纵观国内手机市场，大多数的国产手机给人们的印象都是粗制滥造，国外的品牌手机在我国仍占据着主导地位，如何扭转国产手机在国人心中的地位呢？国产手机走品牌路线是势在必行的。本文的研究对于本土手机品牌如何借鉴国外手机成功的品牌营销策略以及在激烈市场竞争中寻求自身的品牌特色和优势使其立于不败之地，具有重大的理论意义和现实意义。 关键词：国产手机 品牌营销 Abstract：Taking a panoramic view of the situation, most of domestic phone give the public a crudely made impression ,so foreign brand always dominate our call phone market. How to build a good impression in the Chinese mind? Domestic phone must take the way of brand. This article is about domestic phone how to take actions from the successful brand marketing of home and abroad and seek for their personal brand feature and advantage so as to obtain a dominant position in the intense competition. So the research of article have an important effect in theory and practice. Key words: homemade call phone brand marketing  目 录 文献综述····························································1 一、研究的背景和意义················································2 （一）研究背景······················································2 （二）研究意义······················································2 1、品牌营销的定义及特征·······································2 2、品牌营销的重要性···········································2 3、品牌营销的手段·············································2 二、国产手机品牌营销现状及问题······································3 （一）国产手机在我国市场上发展的现状·······························4 （二）国产手机在品牌营销中存在的问题································6 三、对国内外成功案例分析及启示······································9 （一）三星，诺基亚的品牌营销策略分析·······························9 1、品牌个性鲜明，符合消费者心理·······························9 2、对品牌进行长期有效的管理···································9 3、对品牌的传播进行长期有效的管理····························10 （二）华为，中兴的品牌营销策略分析··································11 1、准确的市场定位············································11 2、与