诺记者智能手机营销策略研究.doc

二 〇 一 四 年 六 月 摘 要 飞速发展的3G技术，让用户对手机功能的需求也在日益提高，因此，传统的只局限于通讯技术的功能机，在面对越来越挑剔的用户时也显得有些“力不从心”。而智能手机由于其独特的技术，让用户可以根据自己的喜好随意添加第三方应用，从而满足了手机用户多方面的需求，同时，也使得智能手机占全部手机销量的比重节节上升。在这个智能手机日益发展的浪潮中，与三星，苹果，HTC等手机厂商一路“高歌猛进”的势头相反的是，诺基亚在智能手机市场上的节节败退，由于连年亏损，诺基亚不得不大量关闭其海外工厂，甚至最后不得不被微软收购。如何能提高新产品的知名度，打破智能手机销售低迷的现状，则是诺基亚公司解决财务危机，脱离困境的重中之重。 本文首先介绍了诺基亚公司的概况，接着分析了不同系统诺基亚智能手机的营销现状和存在的问题，然后在综合分析了诺基亚智能手机营销环境的基础上具体提出了基于营销组合的4P策略，和相关的改进措施，希望能够在诺基亚高层制定营销策略时提供帮助。 关键词：营销策略；诺基亚lumia系列；诺基亚X系列；营销环境 Abstract With a wave of 3G communications technology, user demand for mobile phones are no longer confined to the call, but Extended to a number of aspects of data, social entertainment and so on. Traditional feature phones to meet the various needs of the users side Surface incompetent.With the continuous development of smart phone chip technology, the performance of Nisshin smartphones Trinidad,coupled determine the characteristics of the smartphone users can install the software supplied by a third- party hair, games and other programs according to their needs,to effectively meet the users a variety of needs.And in this growing wave of smart phones,and with Samsung, Apple, HTC and other mobile phone manufacturers all the way to the opposite of triumph momentum is steadily on the Nokia smart phone market retreat, due to the continued loss, Nokia had a lot of close its overseasfactories, and eventually had to be acquired by Microsoft.How to deal with and solve the impasse smartphone salesslump, will be an important factor in Nokias out of the woods. This paper introduces the Nokias profile, and then analyzes the marketing status of different systems of Nokia smartphones and problems, and then presents a analysis of the specific combination of 4P marketing strategy based on the basis of Nokia smartphones on the marketing environment,and related improvements,hoping toNokia smart phone marketing to provide some reference and reference. Keywords： Marketing Strategy； Nokia lumia series； Nokia