诺基亚（nokia）手机河源专卖店.x.pdfVIP

(NJY)WP 系列智能手机 2014 年第一季度广告策划书 XX 职业技术学院二学年上半学期作业（2012123198 ） 2013.12.21 （防伪HJN819） 目录 一················································································································································前言 二········································································································································市场分析 三········································································································································产品分析 四········································································································································销售分析 五········································································································································广告战略 六 ······································· ······························具体方案 七····························································································································广告预算及分配 八································································································································广告效果预测 （一）、前言 2012 年以来作为本公司所代理经营的主要手机产品诺基亚手机销量不断下 滑，销售额与利润额不断降低，同时市场上诺基亚手机占有量亦在不断降低；为 使本公司所销售手机销量得以上升，正值 2013 年至 2014 年诺基亚公司发售多款 新机型，广告营销与市场反馈良好之际，策划此次方案以达到提高销售额与利润 的目的。 （二）市场分析 从 2001 年 7 月开始，我国就超过美国成为世界上最大的移动通信市场，但 我国的移动电话普及率与发达国家普及率有很大差距，这说明中国手机市场潜力 巨大，三四线城市尤甚。但同时，巨大的增长空间也令竞争变得空前激烈。 据 统计，目前我国共有多个品牌在争夺 XX 手机市场，国外品牌以三星、索尼、苹 果和谷歌为主，国内品牌以 TCL 、HTC、小米、华为、中兴、联想为主。目前XX 各品牌手机在销量上还存在很大差距，国际为苹果与三星占据主要地位，国内品 牌为华为和联想占据主要地位 ，诺基亚手机智能机市场萎缩至十分小的状态， 主要有功能机市场占据主要地位。 在智能手机市场中，随着 3G 甚至 4G 业务的不断普及，客户更关注的是移动 上网的快捷性和个性化应用与产品设计的多样性，而苹果、三星，索尼等迎合了 智能手机客户的购买心理。苹果则采取少品种、单一品类、单一型号的产品规划 模式。与苹果的单一型号的手机相比，虽然诺基亚的手机型号众多，没有哪个型 号能够超过苹果手机的销量；与三星的个性化的手机相比，诺基亚的手机应用不 人性化，操作繁琐；与索尼和 HTC 的