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中国智能手机市场营销策略研究

时间:2016-05-10 10:44来源:www.ukassignment.org 作者:留学作业网 点击:
Abstract摘要
 
在2011年8月16日,小米科技首席执行官北京798艺术中心,雷军宣布,小米手机正式发布。这已成为有超过十年的跨度,未来手机的时代已经过去了,手机市场已经进入了智能手机时代的信号。手机是IT时代的最重要载体,而且将创造人类的机会数量巨大。并激活潜在的关键是要找到最终创造用户的需求。本文将首先介绍了研究的背景和意义。在此之后,它会解释的营销策略的相关理论。然后,它会引入现状,分析了公司的网络营销策略的实现。在此之后,它会分析来自中国手机市场的观点和手机市场竞争对手的手机市场环境。最后,文章将显示在通过问​​卷调查收集的数据进行分析,并使用SWOT来显示小蜜竞争的主要优势。
自1998年以来,当中国正式进入手机生产,国产手机在经历了手机市场的跌宕起伏。 2003年,国产手机赢得了超过一半的市场份额,2004年然而,市场份额下降到只有30%左右,然后达到了顶峰,形势已经持续到现在。在发展的过程中,智能手机市场已经见证了很多挫折和机遇。

In August 16, 2011, Beijing 798 Art Center, Lei Jun, the CEO of Xiaomi Technology announced the official release of the Xiaomi mobile phone. This has become the signal that over a span of ten years, the era of future phone has passed and the phone market has entered an era of smart phone. Mobile phone is the most important carrier in the IT era, and it will create huge number of opportunities for human. And the key to activate the potential is to find and ultimately create users’ demand. This essay will firstly introduce the background and meaning of study. Following this, it will explain the related theory in marketing strategy. Then it will introduce the status quo and analyze the achievement in internet marketing strategy of the company. After this, it will analyze mobile phone market environment from perspectives of Chinese mobile phone market and the mobile phone market competitors. Finally, the essay will show the analysis on data collected by questionnaires and use SWOT to show the main advantage in competition of Xiaomi.
 
Introduction介绍
 
Since 1998, when China formally entered the mobile phone production, domestic-made mobile phones have experienced ups and downs in mobile phone market. In 2003, domestic-made phone won more than half of the market shares and reached its peak in 2004. However, the market shares declined to only about 30 percent then, and the situation has sustained until now. In the process of development, the smart market phone has witnessed so many setbacks and opportunities. This essay will come up to suggestions for smart phone market in China through a series of analysis.
 
Competitions in the mobile phone market are most the competition between the newly-designed products, because the phone has already turned into ordinary fashion merchandise from luxuries. For the purpose of meeting the fashion needs and even guiding the fashion needs of consumers, mobile phone manufacturers have to launch new designs constantly. The success of a mobile phone brand is closely related to the popularity of its new products, and in this field, the major manufacturers are engaged in a fierce competition. In other words, the success is mainly depends on who can apply a successful marketing strategy. The growth and success of a brand or a vendor are not depending on one strategy or program, but on a series of successful marketing strategies, or more specifically, the effectiveness of the whole marketing strategy system.
 
Literature Review文献
 
Previous research on marketing strategies provides us with valuable theories to rely on. Here, the author will list and introduce some of the literatures that are useful in the writing of the essay.
 
Stanley F. Slater(2009) studied the relatively important function that business administration and strategy of environment affecting assessment perform in the marketing creativity and effectiveness. By studying this, researchers are able to provide guidance on the management and optimize the allocation of resources.
 
Kyriakos Kyriakopoulos(2004) pointed out that the marketing positioning of a company should be based on the combination developing strategy and the market developing. Under this condition, they insist on the opinion that if provided with an effective theory focused on client needs, the flow of information during the market process can be accelerated, and as a result, a dynamically connected market would take shape.
 
Florence Crespin-Mazet(2007) and his partners studied the developing marketing strategies in construction industry, and they discovered the condition under which conditions cooperation and development of projects would be considered to be a viable and competitive marketing strategy.
 
Kwaku Atuahene-Gima(2006) along with his team expanded the study on the relationship between the new products and marketing strategies based on new adventures technologies, and they discovered that additional industrial relations and dynamic market are helpful to strengthen the performance of a new marketing strategy designed for the products in the market.
 
Mirjam A. Tuk(2009) said in the “Interpersonal relationships moderate the effect of faces on person judgments” that purchasing preferences of customers can be influenced by facial expressions and reactions towards a certain product. As a result, companies should pay more attention to the interpersonal facial expressions and establish a positive word of mouth among customers.
 
Eleri R. Rosier(2010) invented and tested a conceptual model, which is about the results brought by rational insights that key executives and marketing managers have during the decisive process. The results show that if the middle marketing managers can trust their senior marketing staff and their legitimate operation, effective marketing strategy might be came up with.
 
Leonidas C. Leonidou(2002) analysed the existed export marketing strategy and reached several conclusions. Fist of all, although marketing strategies generate a positive impact on exports and international market shares, they does not always play a key role in these terms. Secondly, export performance index has a strong influence on export sales. Thirdly, time, the geographical center and product category have limited influence on the export marketing strategy.
 
Angelica M. Vecchio-Sadus(2004) studied marketing strategies that aim to strengthen the safety culture. The researcher points out that in order to facilitate the healthily and safely development of the organization at all levels and achieve a positive safety culture, it will be an effective strategy that encourage the employees to participate in the process of decision making and problem solving.
 
Fareena Sultan(2004) investigated the evolution of network marketing strategies from both longitudinal and exploratory aspects. The research focused on how the evolution of the Internet developed over time and what factors have caused the evolution occurred. Research showed that companies are taking advantage of the high efficiency created by the Internet value chain to reduce producing costs and improve the relationships between customers, channels and companies.
 
Vikash Naidoo(2010) investigated and analysed the effects of market positioning, marketing innovation and business strategy and discussed whether marketing innovation can help resist the challenging operation in the current economic conditions. Based on these researches, the researcher used a structural equation model tested the conceptual model related to market positioning, marketing innovation, competitive advantage and business survival.
 
Michel Laroche(2009) studied Internet consumer behavior and marketing strategy. The result of this research has been classified into four main contributions in this field, the impact brought by trust and virtual communities, understanding the electronic word of mouth, promoting consumers’ response to price on the Internet, and consuming issues on marketing strategies.
 
Bill Merrilees(2007) mainly focused on marketing strategies in retailing market. The study elaborated on the study covering discount departments and cheap stores. Trough verifying whether the formation of the same structure model was applicable to a variety of brand culture, the results showed that the quality of retailing service is a key variable during the process of forming a factor model of a brand.
 
Denise Jarratt(2001) described how the marketing strategy evolutes in the context of the new organizational competitive environment. The model particularly explained how the company objectives of marketing activities and marketing strategy works between each other and put up with the method of realizing the marketing strategy.
 
Katia Campo(2004) took large supermarkets as examples to examine how to adjust spatial pattern according to local conditions. During the process, the researcher firstly tested the conditions base on which the micro-market can be beneficial, especially how these benefits generates depending on stores. Management philosophy of this study may be widely used in the retail business.
 
The research of J. VanDelinder(2008) indicated that the social marketing includes basic communication strategies of specific groups and cultural patterns around the behaviors on major food. The data and results of the research showed that it is necessary to design appropriate social marketing activities that suit the cultural background well and thus guide the direction for future researches.


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