本文關(guān)鍵詞：BQ公司手機產(chǎn)品印尼市場營銷策略研究　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： BQ公司 手機終端 市場營銷 印尼市場

【摘要】：中國制造的手機終端作為一種高科技消費產(chǎn)品,得力于科學(xué)技術(shù)的進步和中國經(jīng)濟的高速發(fā)展,已經(jīng)在全球市場上形成了具有一定優(yōu)勢的產(chǎn)業(yè)。經(jīng)歷著從無到有,從低端到高端,從內(nèi)銷到外銷的過程。中國已經(jīng)成為全球最大的手機終端生產(chǎn)和消費市場,截止2014年底,我國手機終端產(chǎn)量已經(jīng)達到16.8億部。中國制造的手機終端產(chǎn)品,由于其物美價廉這一特性不但深受國內(nèi)消費者的喜愛,更深得國際消費者的認同,3G、4G手機將會變成未來發(fā)展的主要機型。但是隨著國內(nèi)市場的飽和,產(chǎn)品供過于求,手機零售市場上大量充斥著價格戰(zhàn),極大地壓縮了企業(yè)的利潤率,加之深圳市BQ公司的科技研發(fā)實力有限,不能引領(lǐng)行業(yè)動向,公司產(chǎn)品銷售業(yè)績直線下降,已經(jīng)不能維持公司正常發(fā)展需要,急需開辟其他市場。和行業(yè)競爭者一樣,BQ公司也將目光投入到拓展海外市場。由于各國經(jīng)濟、文化、政治等因素的影響,各國的手機終端市場狀況也各不相同,需要不同的營銷策略才能順利打開當?shù)厥袌�。東南亞市場是新興市場,發(fā)展?jié)摿薮?特別是最大的龍頭——印度尼西亞市場,市場正處于高速成長期,如何抓住成長機會,將為公司順利打開東南亞市場取得先機。本文就是要解決這一困境,綜合運用市場營銷和企業(yè)戰(zhàn)略的理論做為指導(dǎo),并結(jié)合市場環(huán)境和企業(yè)自身環(huán)境實際狀況,制定出公司市場營銷策略。首先采用PEST分析工具模型對公司營銷環(huán)境進行分析,明確行業(yè)發(fā)展狀況；然后針對公司內(nèi)部環(huán)境現(xiàn)狀,對BQ公司內(nèi)部外部環(huán)境進行SWOT分析,識別出BQ公司存在的問題；隨后采用STP理論對公司目標市場細分、選擇、定位,再結(jié)合6Ps理論對產(chǎn)品策略、價格策略、渠道策略、促銷策略、公共關(guān)系、政治權(quán)利開展綜合分析,提出BQ公司在市場營銷策略改善建議；最后對BQ公司如何實現(xiàn)營銷目標提出制度保障的建議。希望本文能為其他企業(yè)開拓印尼市場起到一定的啟發(fā)作用。
[Abstract]:As a kind of high-tech consumer product, the mobile terminal made in China is thanks to the progress of science and technology and the rapid development of Chinese economy. Has formed a certain advantage in the global market industry. Experienced from scratch, from the low-end to the high-end, from domestic to export. China has become the world's largest mobile phone terminal production and consumption market. As of end of 2014, the output of mobile terminals in China has reached 1.68 billion units. The mobile terminal products made in China are not only loved by domestic consumers because of their good quality and low price. More international consumers agree that the 3G 4G phone will become the main model in the future. But as the domestic market becomes saturated and the supply exceeds demand, the retail mobile phone market is flooded with price wars. Greatly compressed the profit margin of enterprises, coupled with the limited strength of scientific and technological research and development of Shenzhen Bq company, can not lead the trend of the industry, the company's product sales performance plummeted, has been unable to maintain the company's normal development needs. It is urgent to open up other markets. Like the competitors in the industry, Bq is also focusing on expanding overseas markets, due to the influence of economic, cultural, political and other factors in various countries. The market conditions of mobile phone terminals in different countries are different, and different marketing strategies are needed to successfully open the local market. The Southeast Asian market is an emerging market with great potential for development. In particular, the biggest leader-the Indonesian market, the market is in a period of rapid growth, how to seize the growth opportunities, for the company to successfully open the Southeast Asian market to obtain a first chance. This article is to solve this dilemma. Comprehensive use of marketing and corporate strategy as a guide, and combined with the actual situation of the market environment and the enterprise's own environment. Firstly, the PEST analysis tool model is used to analyze the marketing environment of the company, and the development of the industry is clarified. Then according to the current situation of internal environment of the company, SWOT analysis of internal and external environment of Bq company is carried out to identify the problems existing in the company. Then we use the STP theory to analyze the target market segmentation, selection, positioning and 6Ps theory of product strategy, price strategy, channel strategy, promotion strategy, public relations, political rights comprehensive analysis. Put forward some suggestions on improving the marketing strategy of Bq company; Finally, some suggestions on how to realize the marketing target are put forward. It is hoped that this paper can enlighten other enterprises to open up the Indonesian market.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.63

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本文編號：1367286