隨著現(xiàn)代科技的進步及人們物質生活水平的提高,手機已成大眾最喜愛的電子消費類產品。中國經過近幾年的高速發(fā)展,現(xiàn)在已經成為全球第一大手機市場。中國手機市場就像一塊大的蛋糕,吸引著多個國際手機業(yè)巨頭和中國國內手機廠商。他們在國內、國際手機市場上,展開了激烈的爭奪。眾所周知,在1999年當國產手機剛剛進入中國的手機市場時,很少有人敢斷言國產手機能夠像國產彩電業(yè)那樣完成在國內市場的絕地反攻,占據市場的主導地位。然而,隨著時間的推移,中國的手機市場發(fā)了生微妙的變化,傳統(tǒng)的三大品牌諾基亞、摩托羅拉、和愛立信的市場份額逐漸削弱,而由于價格、渠道、促銷的優(yōu)勢,國產手機市場份額卻逐年上升,2000年的市場占有率不到8%,2001年底國產手機的市場占有率已經達到15%,而2002年底則超過30%,2003年更是超過了50%,實現(xiàn)了歷史性的跨越。但是從2004年開始,洋品牌迅速調整營銷戰(zhàn)略和策略,前幾年失去的市場正呈現(xiàn)重新奪回的氣象,恰恰相反,國產手機的技術卻沒有多大長進,2004年國產手機在新產品的推廣上可謂集體沉寂,不論在新品的數(shù)量上還是質量上均無亮點可見。2005年手機市場最令人沮喪的事情就是國產手機市... 

【文章頁數(shù)】：79 頁

【學位級別】：碩士

【文章目錄】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
    1.1 Background and Significance of the Study
    1.2 Relevant Research
    1.3 Study Method
    1.4 Thesis Structure
Chapter Ⅱ Analysis of China's Mobile Phone Industry
    2.1 The Development Steps of Domestic Mobile Phone Industry
        2.1.1 The Emergence and Fast Development of Domestic Mobile Phones (1998-2003)
        2.1.2 The Declining Stage of Domestic Mobile Phones (2003-2007)
        2.1.3 The Continued Declining Stage of Domestic Mobile Phones
    2.2 Current Marketing Situation of Domestic Mobile Phone Industry
        2.2.1 Current Competition
        2.2.2 Mobile Phone Demand
        2.2.3 Mobile Phone Price
        2.2.4 Mobile Phone Channels
        2.2.5 Mobile Phone Style Preference
    2.3 Analysis of Domestic Mobile Phone Industry
        2.3.1 Advantages of Domestic Mobile Phone Industry
        2.3.2 Problems of Domestic Mobile Phone Industry in Marketing
        2.3.3 Opportunities for Domestic Mobile Industry
        2.3.4 Threats to Domestic Mobile Industry
Chapter Ⅲ Samsung and Its Marketing Strategies in China
    3.1 About Samsung Electronics
    3.2 Macro Marketing Environment of Samsung Mobile Phone in China
        3.2.1 Economic Factor Analysis
        3.2.2 Political and Cultural Factor Analysis
        3.2.3 Technological Factor Analysis
    3.3 The Competitive Environment of Samsung Mobile Phone in China
        3.3.1 The Competition from Potential Enters
        3.3.2 The Competition from Alternative Products
        3.3.3 The Buyer's Bargaining Power
        3.3.4 The Supplier Bargaining Power
        3.3.5 The Competition from Current Competitors
    3.4 Analyses of the Samsung's Marketing Strategy in China
        3.4.1 Product Strategies
        3.4.2 Pricing Strategies
        3.4.3 Channel Strategies
        3.4.4 Promotion Strategies
Chapter Ⅳ Implications of Samsung's Marketing Strategies in China toChina's Mobile Phone Industry
    4.1 About Product
        4.1.1 Mastering and Developing Core Technologies
        4.1.2 Developing High-End Products
        4.1.3 Focusing on Product Design
    4.2 About Price
        4.2.1 Business Mobile Phone Pricing Strategy
        4.2.2 College Student Mobile Phone Pricing Strategy
        4.2.3 Life Cycle Pricing Strategy
    4.3 About Channel
        4.3.1 Developing Various Distribution Channels
        4.3.2 Simplifying the Distribution Layer
        4.3.3 Exploring International Markets
    4.4 About Promotion
        4.4.1 Adopting Customer-Centered Promotion Methods
        4.4.2 Applying Various Promotion Methods to Improve Brand Image
        4.4.3 Enhancing the Management of Promotion Staff
Chapter Ⅴ Conclusions
REFERENCES
ACKNOWLEDGEMENT


【參考文獻】：
期刊論文
[1]論國產手機的現(xiàn)狀和出路[J]. 陳海鷗.  才智. 2009(08)
[2]3G和家電下鄉(xiāng)是2009手機增長點[J]. 袁茂峰.  TWICE消費電子商訊. 2009(02)
[3]三星品牌重塑之道[J]. 楊清云,何佳訊.  上海國資. 2006(08)
[4]增勢強勁 亮點頻現(xiàn)——沃達豐2004年中財報透析[J]. 舒文瓊.  通信世界. 2004(45)

碩士論文
[1]我國國產手機市場研究[D]. 馮祺.天津大學 2009
[2]國產手機的品牌營銷策略研究[D]. 張成鋼.山東大學 2008
[3]三星手機的體育營銷策略研究[D]. 郭震.對外經濟貿易大學 2006
[4]中興通訊手機營銷策略研究[D]. 鐘國君.湖南大學 2005



本文編號：3703311