手机安全论文：手机安全产业竞争分析与公司策略研究.docVIP

手机安全论文：手机安全产业竞争分析与公司对策研究 【中文摘要】近年来,随着移动互联网业务的快速发展和智能手机的普及,智能手机应用的数量也与日俱增,人们能够十分容易地享受到各种应用带来的便利,但是这在另一方面催生了手机病毒和恶意软件的增长,为了保证人们的移动生活安全无忧,手机安全行业就诞生了。面对快速发展的手机安全市场,安全厂商纷纷采取不同策略进入到手机安全市场,争相抢占市场份额,激烈的竞争已经开始。在这种严峻的竞争形势下,安全厂商如何根据行业现状结合自身情况制定对策来取得竞争优势?本文主要通过战略分析方法,运用PEST和SWOT工具分别对行业环境和竞争厂商进行了分析,并结合比较法、数据分析法以及相关理论进行详细的论述。针对目前手机安全行业面临的三个问题：推广渠道过少、用户需求不明显、没有适合的商业模式,结合网秦公司的现状进行分析,确定了网秦公司在行业竞争中取得进一步发展的对策：加大品牌推广力度,调整在国内市场的商业模式,通过加强与产业链各方面的合作等方式拓展产品推广渠道。这些策略的应用能够提升网秦在行业竞争中的优势并继续保持领先的市场地位,对企业的发展具有一定的战略意义。 【英文摘要】With the booming of mobile internet services and popularity of smart phones in recent years, mobile applications have seen a fast growth and are easily available to mobile users for them to enjoy a more enriched mobile life. This has, however, provided a hotbed for the cultivation of all kinds of mobile threats. In order to guarantee that people can use their smart phones safe and sound without any security concerns, a new industry-mobile security-has come into being. The promising market of mobile security is attracting more and more vendors, and they are trying their best to vie for the biggest market share with different strategies, hence the fierce competition. Under this circumstance, what strategies should the security vendors adopt to maintain competitive advantages?This thesis analyzes the industry environment and the vendors respectively using PEST and SWOT in combination with comparison and data analysis and relevant theories, points out three problems that currently exist in the industry:inconspicuous user demand, limited promotion channels and absence of suitable business model, then illustrates the problems based on the case of the mobile security company NetQin Mobile Inc., and finally puts forward some strategies NetQin should adopt to survive the fierce industry competition:enhance brand promotion, strengthen cooperation with industry players to expand channels for product promotion, and adjust business model in domestic market. Implementation of these strateg