一魅族手机发展历程及现状中文.doc

The Report? of Market?ing Strate?gies of MEIZU Mobile? Enteri?ng the India Market? Backgr?ound and Signif?icance? HYPERL?INK http://countr?y.huanqi?/americ?a \o 美国 \t http://world.huanqi?/hot/2015-05/_blank? 美国《纽约时报》网站5月12?日，多年来，数亿中国人购?买了新的智能?手机。在此过程中，本土的手机制?造商的业绩大?幅增长，然而在中国，智能手机快速?增长的时代已?经终结。据IDC的数?据显示，超过8亿中国?人使用智能手?机。已经饱和的中?国市场意味着?更少的新买家?，而经济放缓又?意味着消费支?出下降，所以各大国产?品牌纷纷选择?走出国门，向世界市场进?发。吸取了国产手?机的“第一轮出海浪?潮”的失败经验，这次的“第二次出海浪?潮”不再仅仅是拼?低价，而是从性价比?出发。在各大国产品?牌纷纷走出国?门的时候，在中国极具影?响力的魅族也?需要采取行动?。否则，在国际市场上?，会远远落后于?它的对手。 2. Review? of Releva?nt Theore?tical Litera?ture There are mainly? three major theore?tical founda?tion for the MEIZU teleph?one to develo?p the India market?. That is the brand compet?itiven?ess, market?ing strate?gy and 2.1 Brand Compet?itiven?ess Compet?itiven?ess is a compre?hensiv?e abilit?y reflec?ted by the partic?ipants? of two or more partie?s when compet?e or compar?e. It is a relati?ve indica?tor and must be manife?sted throug?h compet?ition. Genera?lly speaki?ng, some of the compet?itiven?ess are strong? and huge, while others? are small and weak. Brand Compet?itiven?ess is one of the enterp?rises compet?itiven?ess, which is the most enduri?ng extern?al appear?ance of enterp?rise core compet?itiven?ess. Any of the existi?ng core compet?itive advant?age of the enterp?rise such as resour?ce, techno?logy, talent?, manage?ment and market?ing streng?ths will eventu?ally transf?orm to the enterp?rises brand compet?itiven?ess advant?age. 2.2 Market?ing Strate?gy Americ?an market?ing expert? Neil Bought?on propos?ed the concep?t of the market?ing mix and Jerome? McCart?hy, a profes?sor at the Michig?an Univer?sity, propos?ed 4P (Produc?t , Price , Place , Promot?ion) from 1950. With the dramat?ically? change? of the corpor?ate market?ing enviro?nment, the market?ing mix has underg?one the evolut?ion of 4P, 4C, 4R, 4V, 7P.4C theory? is promot?ed by a famous? Americ?an schola?r, profes?sor Robert? Lautee?rborn, in the 1970s includ?ing Custom?er, Cost, Conven?i