国产手机营销策略存在问题与对策分析.docxVIP

国产手机营销策略存在的问题与对策分析 摘要 随着信息化时代的到来，手机已经成为非常普及的通讯工具，在某种场合甚至成 为社会地位和身份的象征。中国手机市场发展之初，一直都是国外手机品牌占领着中 国市场，直到?1999?年，才陆续有国产手机品牌进入中国手机市场。到现在的?2013?年， 国产手机已经经历了?14?年，并已经形成了一定的规模，同时若干个国产手机已经进军 国外市场，走向品牌全球化。但是，国产手机品牌的发展过程中还存在着许多潜在的 威胁，例如：产品的性能不足，没有拥有核心技术，售后服务不到位等问题。 本文分析了宏观和微观环境，主要运用?SWOT?分析法分析了国产手机品牌市场现状， 提出国产手机在实施品牌策略时存在的问题并提出解决之法。 关键字：?国产手机；?SWOT?分析；品牌 I 国产手机营销策略存在的问题与对策分析 Abstract With?the?advantageous?of?information?age,?mobile?phones?have?become?very?popular communication?tool.?In?some?occasions,?mobile?phones?even?become?a?symbol?of?social status?and?identity.?At?the?beginning?of Chinese?mobile?phone?market,?Chinese?mobile?phone?market?has?been?occupied?by foreign?brands?.a?domestic?mobile?phone?brand?to?enter?the?Chinese?mobile?phone?market until?1999.?In?2013,?domestic?mobile?phone?has?already?gone?through?14years?and?has?formed a?certain?scale.?Now?a?number?of?domestic?mobile?phone?has?been?entering?foreign?markets?in order?to?the?brand?of?globalization.?However,?there?are?still?many?potential?threats?in?the development?of?domestic?mobile?phone?brand,?such?as:?product?performance,?lack?of?core technology,?service?is?not?in?place?and?so?on. Keywords:?SWOT?analysis;?mobile?phone;?brands II 国产手机营销策略存在的问题与对策分析 目?录 摘?要?.......................................................................................................................................... I Abstract?................................................................................................................................... II 目? 录........................................................................................................................................ III 绪?论.......................................................................................................................................... 1 1 概述......................................................................................................................................2 1.1? 国产手机市场现状...........................