中国联通iPhone手机的市推广策略分析.docVIP

PAGE 中国联通iPhone手机的市场推广策略分析 摘要：自2008年以来，中国电信行业先后进行了运营商重组和3G牌照的发放，中国的移动通信市场的竞争日趋激烈。中国联通成功引进iPhone手机入华销售，为中国联通在3G市场的发展注入了活力。 本文首先分析了中国联通引入iPhone的背景，以及苹果公司为什么要选择中国联通作为国内的iPhone独家代理商。然后从营销环境和目标市场选择的角度分析中国联通iPhone手机所面临的市场竞争状况。最后从营销组合策略4P方面，重点是从市场推广方面详细分析半年来，中国联通对iPhone所采取的推广策略。 基于中国联通iPhone手机在市场推广过程中存在的不足，本人在深入中国联通实地考察研究的基础上，对中国联通iPhone手机的市场推广提出了几点建议：（1）应调整iPhone的定位，降低iPhone的售价，以创造更多的iPhone销量。（2）完善中国联通WCDMA网络的覆盖。（3）加强对iPhone营销推广过程的运营管理。 关键词：市场推广策略，IPhone，中国联通 Research on the Marketing Strategy of IPhone by China Unicom Abstract：Since 2008, Chinas telecom industry has been restructuring and 3G operator licenses issue. Chinas mobile communications market increasingly competitive. China Unicoms successful introduction of the iPhone handset sales into China, for China Unicom in the 3G market energized. This article first analyzes the background of China Unicom to introduce iPhone. And why Apple chose China Unicom, Chinas iPhone as the exclusive agent. And from the marketing environment and target market selection point of view of China Unicom, iPhone, market competition faced by the state. Finally 4P marketing mix strategy, the focus is marketing a detailed analysis of the past half year, China Unicom on promotional strategies adopted by iPhone. For iPhone, China Unicom to promote the process of market shortcomings, I am an in-depth study of China Unicom, based on fieldwork on the iPhone, China Unicom marketing some suggestions. First of all, iPhones orientation should be adjusted to reduce the price of iPhone, iPhone in order to create more sales. Second, improve the network of China Unicoms WCDMA coverage. Finally strengthen iPhone marketing operations management process. Keywords：Marketing Strategy， IPhone， China Unicom 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc325654418 1 绪 论 PAGEREF _Toc325654418 \h 1 HYPERLINK \l _Toc325654419 1.1研究背景和意义 PAGEREF _Toc325654419 \h 1 HYPERLINK \l _Toc325654420 1.1.1iPhone手机进入中国市场的背景分析 PAGEREF _Toc325654420 \h 1 HYPERLINK