激活老品牌之案例一摩托罗拉MOTO运动（One example of activating the old brand Motorolas MOTO campaign）.docVIP

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激活老品牌之案例一摩托罗拉MOTO运动（One example of activating the old brand Motorolas MOTO campaign）.doc

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激活老品牌之案例一摩托罗拉MOTO运动（One example of activating the old brand Motorolas MOTO campaign）

激活老品牌之案例一摩托罗拉MOTO运动（One example of activating the old brand Motorolas MOTO campaign） Background Analysis of the market environment From the beginning of July 2001, China will overtake the United States as the worlds largest mobile communications market, but Chinas mobile phone penetration rate of only about 11%, and the popularization rate of 40% developed countries there is a big gap, which indicates that China mobile phone market has great potential. But at the same time, the huge growth space has also made competition become more and more fierce. Every brand has the opportunity to occupy the leading position of the industry. According to statistics, currently there are more than 30 brands in the competition for the mobile phone market, foreign brands as Motorola, NOKIA, Ericsson, Samsung, SIEMENS, TCL, domestic brands to guide, Kejian, Lenovo. Although the domestic brands and foreign brands there is a big gap in sales, but there is no doubt that the domestic mobile phone market share is gradually rising, CCID Consulting in November 2002 released the news that the three quarter of 2002, China mobile phone market officially scheduled new seating, Motorola ranked first, the domestic mobile phone operators TCL reached the semi-finals, and South Koreas Samsung sales is very tight. Analysis of the social environment With the development of science and technology, have the luxury mobile phone has become a very popular consumer products, homogeneity of products and the manufacturers are very high, if only emphasize the functional benefits of products have been impossible to fully mobilize the desire of consumers to buy, we must endow the product with more added value, therefore, the manufacturers have open the psychological warfare, rely on to give the product psychological benefits to impress consumers. The reason why manufacturers emphasize psychological warfare is that now the pursuit of personalized mobile phone users, not only mobile phones as a means of communicati