国产手机营销略存在问题与对策分析.docVIP

摘要 随着信息化时代的到来，手机已经成为非常普及的通讯工具，在某种场合甚至成为社会地位和身份的象征。中国手机市场发展之初，一直都是国外手机品牌占领着中国市场，直到1999年，才陆续有国产手机品牌进入中国手机市场。到现在的2013年，国产手机已经经历了14年，并已经形成了一定的规模，同时若干个国产手机已经进军国外市场，走向品牌全球化。但是，国产手机品牌的发展过程中还存在着许多潜在的威胁，例如：产品的性能不足，没有拥有核心技术，售后服务不到位等问题。 本文分析了宏观和微观环境，主要运用SWOT分析法分析了国产手机品牌市场现状，提出国产手机在实施品牌策略时存在的问题并提出解决之法。 关键字： 国产手机； SWOT分析；品牌 Abstract With the advantageous of information age, mobile phones have become very popular communication tool. In some occasions, mobile phones even become a symbol of social status and identity. At the beginning of Chinese mobile phone market, Chinese mobile phone market has been occupied by foreign brands .a domestic mobile phone brand to enter the Chinese mobile phone market until 1999. In 2013, domestic mobile phone has already gone through 14years and has formed a certain scale. Now a number of domestic mobile phone has been entering foreign markets in order to the brand of globalization. However, there are still many potential threats in the development of domestic mobile phone brand, such as: product performance, lack of core technology, service is not in place and so on. Keywords: SWOT analysis; mobile phone; brands 目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc372818406 摘 要 PAGEREF _Toc372818406 \h I HYPERLINK \l _Toc372818407 Abstract PAGEREF _Toc372818407 \h II HYPERLINK \l _Toc372818408 目 录 PAGEREF _Toc372818408 \h III 绪 论 1 HYPERLINK \l _Toc372818410 1 概述 PAGEREF _Toc372818410 \h 2 HYPERLINK \l _Toc372818411 1.1 国产手机市场现状 PAGEREF _Toc372818411 \h 2 HYPERLINK \l _Toc372818412 2 国产手机市场环境分析 PAGEREF _Toc372818412 \h 3 HYPERLINK \l _Toc372818413 2.1 宏观环境分析 PAGEREF _Toc372818413 \h 3 HYPERLINK \l _Toc372818414 2.1.1 政治—法律因素 PAGEREF _Toc372818414 \h 3 HYPERLINK \l _Toc372818416 2.1.2 经济因素 PAGEREF _Toc372818416 \h 3 HYPERLINK \l _Toc372818418 2.1.3 技术因素 PAGEREF _Toc372818418 \h 3 HYPERLINK \l _Toc372818420 2.1.4 社会因素 PAGEREF _Toc372818420 \h 4 HYPERLINK \l _Toc372818422 2.2微观环境分析 PAGEREF _Toc372818422 \h 4 HYPERLINK