marketingplan市场营销论文.docVIP

Marketing Plan Abstract: Change is a familiar concept in the mobile-phone industry, and the competition is also fierce .Recently, research in Motion , maker of the Blackberry , buy a new product ,the Blackberry Bold , it will be competing with Apple’s iphone and Google’s G1,and other well-known brand of smart phone in an increasingly crowded marketplace. In order to make Blackberry Bold achieve as much occupation rate of the marketing as possible ,we must design a good marketing plan. Key words: market smart phone sales promotion Marketing Environment Analysis In the China’s market, there are many smart phones brands and they will face fierce competition as well. According to research firm Gartner’s data, Apple phone has the third market share with about 5.3% in the worlds smart phone market, but blackberry phone has the second market share with about 13.4% in the word’s smart phone market. This shows that the Blackberry shared in the global smart phones market is higher than the Apple iphone and Google. Nowadays Blackberry’s has more than 16,000,000 users in the world, but has been unable to form an upsurge in China. But with the development of Chinas economy, Blackberry will sale good in China, and “blackberry service” in China developing step by step, Blackberry, this smart phone brand which is a very well-known brand in the world will has a more broad market. Blackberry blod will be a good opportunity as a pioneer product enters the Chinese market. Although there are two competitors who are Apple’s iphone and Google’s G1 in the same time, Market Segmentation In general, as far as china’s smart phones users, always at the age between 20-40,and they may young or middle-aged people who have strong ability to accept new things. So they are the biggest consumer groups for the smart phones. Most of them have over ￥4000 income, but customs who have the income between ￥4000 and ￥6000 are the really biggest buyers of smart phones. Better Ability to Pay Blackberr