【摘要】：2010年,在經(jīng)歷了全球金融危機(jī)一年之后,中國以及全球的經(jīng)濟(jì)開始復(fù)蘇,全球的PC(個(gè)人電腦)市場(chǎng)也開始回暖。根據(jù)美國市場(chǎng)調(diào)查公司Gartner的研究報(bào)告顯示,2010年上半年全球PC出貨量比2009年同期大幅增長了24%,總量達(dá)到了16630萬臺(tái)。據(jù)Gartner的預(yù)計(jì),2011年全球PC出貨量將增長10.5%,達(dá)3.878億臺(tái),到2012年將達(dá)4.406億臺(tái)。PC市場(chǎng)的變革和創(chuàng)新速度是很多其他行業(yè)所無法比擬的。 富士通品牌在全球的IT行業(yè)可以算得上一個(gè)經(jīng)典傳奇,然而在中國,富士通個(gè)人電腦的品牌形象卻不盡如人意,無論是面向企業(yè)級(jí)的行業(yè)市場(chǎng)還是面向普通消費(fèi)者的零售市場(chǎng),電腦產(chǎn)品的品牌知名度和市場(chǎng)占有率都極低。隨著個(gè)人電腦市場(chǎng)競(jìng)爭的日益激烈以及產(chǎn)品技術(shù)的日益趨同,各個(gè)廠商之間的競(jìng)爭從開始產(chǎn)品功能的競(jìng)爭、技術(shù)的競(jìng)爭慢慢趨于市場(chǎng)的競(jìng)爭,品牌的競(jìng)爭。本文首先會(huì)對(duì)將要涉及到的品牌形象,品牌價(jià)值,品牌定位等理論作概述,同時(shí)對(duì)中國PC市場(chǎng)各品牌的現(xiàn)狀進(jìn)行分析；隨后進(jìn)入論文主題,根據(jù)富士通個(gè)人電腦在中國的品牌運(yùn)作案例,用市場(chǎng)營銷中SWOT分析工具,SPT理論,USP理論等,運(yùn)用各種豐富的市場(chǎng)調(diào)研數(shù)據(jù)分析該品牌所處的市場(chǎng)環(huán)境,利用品牌形象理論模型,差異化營銷,核心競(jìng)爭力等理論工具分析富士通個(gè)人電腦目前在中國運(yùn)作過程中遇到的問題同時(shí)提出全方位的品牌策略建議。希望對(duì)富士通個(gè)人電腦今后在中國的發(fā)展提供參考和幫助。
[Abstract]:In 2010, a year after the global financial crisis, China and the global economy began to recover, and the global PC market began to recover. Global PC shipments in the first half of 2010 were up 24 percent from the same period in 2009, to 166.3 million units, according to research by Gartner, a U.S. market research firm. According to Gartner, global PC shipments will grow by 10.5 million units in 2011 to 387.8 million units, and 440.6 million PCs by 2012. The pace of change and innovation in the PC market is unmatched by many other industries. Fujitsu brand can be regarded as a classic legend in the global IT industry. However, in China, the brand image of Fujitsu personal computer is not satisfactory, whether it is for the enterprise industry market or the retail market for ordinary consumers. The brand awareness and market share of computer products are extremely low. With the increasingly fierce competition in the personal computer market and the increasing convergence of product technology, the competition between various manufacturers from the beginning of the product function competition, technology competition slowly tend to market competition, brand competition. This article will first of all will be involved in the brand image, brand value, brand positioning and other theories, at the same time to analyze the current situation of the Chinese PC market, and then enter the theme of the paper, According to the case of Fujitsu personal computer's brand operation in China, using the SWOT analysis tool in marketing, such as SWOT theory and USP theory, using various kinds of market research data to analyze the market environment of the brand, and using the brand image theory model, Differential Marketing, Core Competitiveness and other theoretical tools to analyze the problems faced by Fujitsu personal computer in its current operation in China, and to put forward comprehensive brand strategy suggestions. Hope to Fujitsu personal computer in the future development in China to provide reference and help.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F273.2;F426.671

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