AA elderly mobile phone brand marketing planning case（AA老年手机品牌营销策划案例）.docVIP

AA elderly mobile phone brand marketing planning case The case of real consultation program on the AA brand mobile phone companies, has been highly recognized corporate leadership and implementation in this case the use of painstaking research A8 strategic brand marketing model from the business model, marketing various organic build The key aspects of strategy, the formation of specific tactical and implementation of programs. expectations of my colleagues in the industry have a certain reference value. Industrial environment: 1, the domestic mobile phone industry development status: (A full-blown smart phone, enter a new era of comprehensive alternative to feature phones. (2 feature phones status further marginalized, have been crowding out the trade deficit with the low-end market segments, retreated to the price of less than 100 yuan, low-profit space, but there are certain there is a time. (3 smartphone disk internal also showed more polarization development. 3.5 inch screen smartphone, prices fell sharply, enter the puerile price war the .4.6 more screen smartphone, production and sales improved rapidly. (4 whole industry into a new round of brutal knock-out tournament. Capital threshold, the scale of the cost threshold greatly improve user experience requirements for the integration of hardware and software more and more popular in integrated mode, will soon be the industry chain integration model, replaced differentiated subdivision mode. 2, the difference of the development of the strategy: (1 Select differentiation strategy is not based on the size and cost led not to integration of industrial chain as the starting point. (2 differentiated development strategy has been there and has achieved great success in a different era. Many classic case. (2 differentiation experienced: the appearance of differentiation, functional differentiation, enter differentiated homogenization situation. (3 differentiation strategy must break through prod