本文選題：NICE + Mobile��； 參考：《北京交通大學(xué)》2017年碩士論文

【摘要】：近10年來(lái),西非地區(qū)局勢(shì)相對(duì)穩(wěn)定,經(jīng)濟(jì)也得到了高速的發(fā)展,但目前西非是全球電信通訊行業(yè)最不發(fā)達(dá)的地區(qū),使用寬帶的人數(shù)不到總?cè)丝诘?%,但是使用移動(dòng)通訊的人數(shù)卻數(shù)量眾多,西非是我國(guó)企業(yè)和品牌走出去的重要市場(chǎng)。本文以NICE Mobile品牌拓展西非市場(chǎng)為研究對(duì)象,對(duì)其在西非市場(chǎng)中所采用市場(chǎng)營(yíng)銷(xiāo)策略提出優(yōu)化建議。運(yùn)用PEST模型、STP戰(zhàn)略、4P等系統(tǒng)理論模型對(duì)NICE Mobile西非市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行了研究。在對(duì)國(guó)內(nèi)外研究現(xiàn)狀進(jìn)行綜述的基礎(chǔ)上,緊接著對(duì)電子消費(fèi)類(lèi)產(chǎn)品西非市場(chǎng)宏觀環(huán)境從政治、經(jīng)濟(jì)、社會(huì)、技術(shù)等四個(gè)方面進(jìn)行分析,并從顧客需求、競(jìng)爭(zhēng)格局和消費(fèi)渠道情況進(jìn)行微觀環(huán)境分析。其次從品牌定位、品牌設(shè)計(jì)與傳播以及品牌策略三個(gè)方面對(duì)NICE Mobile進(jìn)行品牌概述,從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)四個(gè)方面介紹NICE Mobile西非市場(chǎng)營(yíng)銷(xiāo)組合現(xiàn)狀,并指出其所面臨的問(wèn)題以及成因。再次,依據(jù)STP理論,從市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位三個(gè)方面給出NICE Mobile西非市場(chǎng)應(yīng)采取的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略。然后,運(yùn)用經(jīng)典的營(yíng)銷(xiāo)4P理論,從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)四個(gè)方面提出一系列有針對(duì)性的市場(chǎng)營(yíng)銷(xiāo)組合策略改進(jìn)建議。最后,從制度保障、組織保障、人員保障、風(fēng)險(xiǎn)控制等四個(gè)方面闡述如何保障NICE Mobile改進(jìn)后的西非市場(chǎng)營(yíng)銷(xiāo)組合策略的實(shí)施。本文的創(chuàng)新之處在于:本文著力研究NICE Mobile在現(xiàn)有的營(yíng)銷(xiāo)狀況下,對(duì)公司的營(yíng)銷(xiāo)戰(zhàn)略和營(yíng)銷(xiāo)策略進(jìn)行改進(jìn)優(yōu)化,并對(duì)在實(shí)施改進(jìn)優(yōu)化策略時(shí)應(yīng)該注意的問(wèn)題進(jìn)行深入分析,以期為我國(guó)智能手機(jī)進(jìn)行國(guó)際化市場(chǎng)開(kāi)拓提供一定的理論借鑒和實(shí)踐指導(dǎo)。
[Abstract]:In the past 10 years, the situation in West Africa has been relatively stable and its economy has been developing at a high speed. But West Africa is currently the least developed region in the telecommunications industry in the world. The number of people using broadband is less than 1 percent of the total population, but the number of people using mobile communications is large. West Africa is an important market for Chinese enterprises and brands to go out. In this paper, NICE Mobile brand in West Africa market as the research object, and put forward the optimization of the marketing strategy in West Africa. This paper studies the marketing strategy of NICE Mobile in West Africa by using the system theory model such as PEST model and STP strategy. On the basis of summarizing the current research situation at home and abroad, and then analyzing the macro environment of electronic consumer products in West Africa market from four aspects: politics, economy, society and technology, and from customer demand, The competition pattern and the consumption channel situation carry on the microscopic environment analysis. Secondly, from three aspects of brand positioning, brand design and dissemination, brand strategy, NICE Mobile brand overview, from the product, price, channel, promotion four aspects of NICE Mobile marketing mix in West Africa, the current situation, It also points out the problems and causes. Thirdly, according to the theory of STP, this paper gives the marketing strategy that NICE Mobile should adopt in West Africa from three aspects: market segmentation, target market selection and market positioning. Then, using the classical marketing 4p theory, this paper puts forward a series of targeted marketing combination strategy improvement suggestions from four aspects: product, price, channel and promotion. Finally, from four aspects of system guarantee, organization guarantee, personnel security and risk control, this paper expounds how to ensure the implementation of the West African marketing mix strategy after the improvement of NICE Mobile. The innovation of this paper lies in: this paper focuses on the study of NICE Mobile in the existing marketing situation, the company's marketing strategy and marketing strategy to improve and optimize, and the implementation of the optimization strategy should be paid attention to in-depth analysis, In order to provide some theoretical reference and practical guidance for the development of international market of smart phone in China.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F416.6

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