魅族手机市场营销决策的演变及改进建议.pdf

本科生毕业论文 题 目：魅族手机市场营销决策分析及改进建议 学 院: 商 学 院 专 业: 工商管理 姓 名: 何保东 学 号: 201315024212 指导教师: 宋治国 2016 年06 月12 日 山西工商学院本科生毕业论文（设计） 摘 要 内容摘要：我国自改革开放以来经济取得飞速发展，人民群众生活消费水平不断 提高。通信设备行业实现销售产值同比增长13.9%，内销产值同比增长19.5%， 全行业生产手机161197.4 万台，同比增长2.9%；移动通信基站27589.7 万信道， 同比增长15.5%；程控交换机1684.9 万线，同比下降11.8%。随着智能手机行业 竞争的不断加剧，大型企业间并购整合与资本运作日趋频繁，国内外优秀的智能 手机企业愈来愈重视对行业市场的分析研究，特别是对当前市场环境和客户需求 趋势变化的深入研究，以期提前占领市场，取得先发优势。因此，本文以魅族手 机作为研究对象，目前我国手机市场发展现状为起点，对魅族手机的营销决策演 行分析，找出魅族手机自身的优势、劣势以及外部所面临的机会和威胁。找出 族手机现行营销策略存在的问题，并提出改进策略。 关键词：魅族；智能手机；营销策略； I 魅族手机市场营销决策分析及改进建议 目 录 摘 要 ····························································I 目录 ···························································II 一、绪论 ·························································3 （一）研究背景 ···············································3 （二）研究意义 ···············································3 （三）魅族手机公司概况 ········································3 二、魅族手机市场营销环境分析 ·····································4 （一）宏观环境分析 ···········································4 （二）微观环境分析 ············································5 三、魅族手机现行营销策略分析 ·····································6 （一）优势分析 ···············································6 （二）劣势分析 ···············································7 （三）机会分析 ···············································7 四、魅族营销策略的改进建议 ·······································7 （一）加强品牌建设 ···········································7 （二）产品多元化发展 ·········································7 （三）加强技术研发 ···········································8 （四）拓展销售和融资渠道 ························