某某品牌手机的品牌发展策略研究.docVIP

夏新手机的品牌发展策略研究 摘 要：上世纪九十年代以来，手机业作为我国信息产业的重要组成部分，为促进我国国民经快速发展发挥着重要的作用。在快速发展的国内手机市场，国产手机由于起步较晚，在市场中一直处于弱势地位。本文通过对夏新手机的营销战略研究，希望对国产品牌如何在国外品牌占绝对优势的手机市场中获得更大的发展有较好的启迪作用。 本文运用营销管理理论及企业战略管理中的竞争分析模型，选择夏新手机作为研究对象，通过对当前我国手机市场现状进行系统分析，着重从其目标市场的变化、竞争对手的相关策略、销售模式的变化等方面进行了评价和分析，通过知己知彼的分析过程，明确了夏新手机在竞争中的位置，文章论述了夏新手机所具备的优势和劣势，并结合市场发展提出了夏新手机应采取的营销战略，为夏新手机今后的发展提供科学决策依据。 关键词：手机，市场，品牌，战略，发展策略 The Study On Brand Development Tactic Of Amobile Abstract: Since1990’s，domestic mboile inustry as a depatment of the information industry has been taken an important action to promote our national economics’s development. But it has been in a disadvantage position for it starts later than othters. This thesis investigate that domestic brand how to shares the mobile phone market that foreign brand take absolute advantage and acquire larger development space，by research the marketing strategy of Amobile company. Marketing Management theory、Industry competition analysis model are used in this article,and Amobile company is selected as researching object through analyzing the current of our mobile phone market.The change of target market,competitors’actions,and sales mode and etc,are mainly evaluated and analyzed. Passing the analysis process knowing both ourselves and our adversaries,finding out the strength and weakness of Amobile,this article bring forward the sales strategies that should be used,and provide science basis for the development of Amobile aftertime. Key words: Mobile，Market，Brand, Strategy, Development strategy and tactics 目 录 1 引言……………………………………………………………………………………1 2 品牌战略的理论研究…………………………………………………………………1 2.1 品牌的涵义及其构成要素 ………………………………………………………1 2.2品牌营销策略的构成要素 ……………………………………………………… 2 3 “夏新”为什么要实行品牌战略……………………………………………………2 3.1 我国的手机市场状况 …………………………………………………………… 2 3.2 夏新手机公司发展状况 ………………………………………………………… 3 3.3 “夏新”的品牌概述 …………………………………………………………… 5 3.3.1 夏新手机品牌 ………………………………………………………………… 5 3.3.2夏新手机品牌的战略 ………………………………………………………… 5 3.4 跨国公司手机品牌营销策略分析 ……………………………………………… 5 3.4.1 诺基亚品牌营销策略分