本科毕业论文（设计）--国产手机自主品牌出口战略及实施.docVIP

本科毕业论文 (设计) 题 目：国产手机自主品牌出口战略及实施 学 院：国际商学院 专 业：国际经济与贸易系 姓 名：****** 指导教师：****** 2011 年 5 月 25 日 摘要 随着人们生活水平的提高以及科学技术的发展,手机越来越成为人们生活中不可或缺的电子消费品。在竞争激烈的市场环境以及科技推陈出新日益加速的大前提下，国产手机自主品牌要立足国内并走向世界还面临诸多困难和问题，主要有过分强调市场占有率；产品低价扼杀创新后劲；缺乏自主技术；品牌认同度和美誉度低；同质化严重；外形模仿泛滥；质量参差不齐等问题。针对这些问题的对策主要有实行差异化；寻找目标市场，瞄准市场需求；打通产品营销渠道，完善售后服务体系；加大技术上的投入；确立清晰的企业战略；重视品质等等。只有这样，自主品牌的国产手机才能取得双重胜利，即国内市场和国外市场上的胜利。 关键词 国产手机自主品牌 双重胜利 出口对策 ABSTRACT With the improvement of people’s living standard and the development of technology, mobile phone has become an essential electronics to consumers. In the premise of fierce competition and acceleration of technology innovation, domestic mobile phone with independent brand faces many difficulties and problems before it achieve success at home and aboard. For example, excessively emphasize the market share; the low price stifles innovation stamina; lack independent technology; brand identity is low; homogenization is serious; outline imitating is in flood; quality is variable and so on. The solutions to these problems are concerned with implementing differentiation; searching for the target market and aiming at the need; opening up the product marketing channel and improving the after-sales service system; increasing the technical inputs; establishing clear enterprise strategy; valuing quality etc. Only in this way can the domestic mobile phone with independent brands achieve the double victory that is the success both at home and abroad. KEY WORDS Domestic mobile phone with independent brands Double victory Export countermeasures 目 录 摘要 2 引言 4 1.国产手机简介 5 1.1国产手机定义 5 1.2国产手机分类 5 2.国产手机品牌国际化现状 7 3.国产手机品牌走向世界时面临的问题 7 3.1市场占有率之误 7 3.2产品低价的杀伤力是把双刃剑 8 3.3缺乏自主技术支撑 8 3.4品牌认同度和美誉度低 11 3.5 MTK平台加速国产手机的同质化 12 3.6外形模仿泛滥 12 3.7质量参差不齐 12 3.8其他问题 12 4.国产手机目前存在的优势 13 5.国产手机自主品牌国际化战略及实施 14 5.1差异化策略 14 5.2寻找目标市场 瞄准市场需求 14 5.3打通产品营销渠道 完善售后服务体系 15 5.4加大技术上的投入 16 5.5确立