NOKIA品牌竞争策略研究.docVIP

摘要 本文所要论述的诺基亚公司(Nokia?Corporation)是全球领先的移动通信产品制造商，在移动电话产品市场上，它是世界头号巨头，总部设在芬兰。2006年诺基亚公司手机发货量约1.8亿部，占了全球市场份额的34.8%。此外，它在通信网络设备制造(主要是GSM和WCDMA网络)及移动多媒体应用开发等领域的实力也处于世界前列，并可为企业级的用户提供高安全性与高可靠性的无线连通解决方案。 诺基亚进入中国已经有20年的历史，也取得了长足的发展，成为了中国最受消费者欢迎和信赖的手机品牌，同时也连续多年成为了中国手机市场的销售冠军。20年来，诺基亚在中国手机市场已经树立了自己的品牌，并且在激烈的市场竞争中一直立于不败之地，这是因为：第一，诺基亚公司独特的品牌竞争策略。第二，对品牌的塑造与建设的不断努力。第三，对品牌传播的足够重视。 本人将利用理论分析和实例研究的方法对诺基亚公司的品牌竞争策略中的品牌塑造和传播、品牌推广、品牌的核心价值、以及与竞争对手相比较而对自身不足的改进等问题进行深入的研究，为诺基亚公司提供更加切实可行的品牌竞争策略。 关键词：品牌竞争；品牌创新；品牌价值 Abstract This article is going to discuss Nokia Corporation which is a leading global communications Product manufacturer, it’s the biggest in the world mobile phone market and headquartered in Finland. During 2006 it has sold 180 million mobile phones, accounting for a global market share of 34.8%. In addition, in the communications network equipment manufacture field (mainly GSM and WCDMA networks) and mobile multimedia application development field , it’s also at the forefront of the world, and it can provide high security and reliability wireless connectivity solutions for enterprise-level users. It has been 20 years since Nokia entered China, it has made significant progress, and it has become the most popular and trusted mobile phone brand in China, it also as the Chinese mobile phone market’s sales champion for consecutive years. For the 20 years time, Nokia cell phone has established its own brands in China cell phone market, and has been invincible in the fierce market, it is because: first, Nokia’s unique brand competitive strategy. Second, the brand-building’s continuous efforts. Third, the enough attention for brand spread. I will use the theoretical analysis and case study method on Nokia’s brand competition strategy’s brand building and dissemination、brand promotion、 brand core values, and the analysis of its own lack and the improvement by comparison with competitors. Keywords：Brand Competition；Brand Innovation；Brand Value 目 录 TOC \o 1-3 \h \z \u 引言 1 1 品牌