论国产手机营销策略.docVIP

目录 摘要············································· 1 Abstract········································· 1 关键词··········································· 1 一、绪论········································· 2 二、国产手机的历史与发展··························2 三、国产手机营销的困难与存在的问题················3 1、核心技术的研发及创新有待突破···················3 2、低端市场失守···································4 3、不妥当的销售方式·······························4 4、国内市场“黑手机”猖獗·························5 四、国产手机的机遇与优势··························5 1、专机定制·······································5 2、3G时代的到来···································6 3、中国庞大的手机用户群····························7 五、国产手机营销策略·······························7 1、“九个创新”策略·································7 2、“4P”策略······································10 六、总结··········································11 参考文献 ········································12 论国产手机营销策略——国产手机的挑战与发展分析 摘要 本文通过对国产手机的发展历史进行阐述，对国产手机面临的市场机遇与挑战的分析，找出国产手机在市场营销方面的不足；通过将国产手机品牌与国外手机品牌的市场营销方式进行对比，找到国产手机的优势；同时，通过对手机营销模式的全面探究和深入的分析，发现国产手机营销模式的独到之处，从而在手机的销售、渠道的拓展、市场的推广和品牌的推广方面进行实质性的改革，改善国产手机的盈利模式，建立一套完善的国产手机营销模式，最终实现国产手机品牌在手机行业的大发展和大赶超。此文总结了一些国产手机在目前世界市场的一些市场地位与不足，同时也给国产手机生产和营销性企业提出一些实质性建议。 Abstract This paper elaborates the development history of domestic handset, on the analysis of the domestic mobile phone market opportunities and challenges facing, points out the insufficiencies of domestic receiver in marketing; By foreign mobile phone brands with the domestic mobile phone brand marketing way, find the advantages and problems of domestic mobile phone; At the same time, through to the mobile marketing model of comprehensive explore and in-depth analysis, found that domestic mobile marketing model is unique, thus in the mobile phone sales, channel development, market promotion and brand promotion of substantive reforms, improve the profit pattern of domestic mobile phone, set up a perfect domestic mobile marketing model, finally realizes the domestic mobile phone brand in the mobile industrys big development and ca