國產(chǎn)手機廠商發(fā)展方向的研究.pdf

1、_一一魚邏二一一—一fm到近十年來隨著科技的進步與經(jīng)濟的發(fā)展我國電信業(yè)在國民經(jīng)濟中所占的比重日益增旭電信業(yè)正以其迅速增長的趨勢超過傳統(tǒng)紡織化工電力等產(chǎn)業(yè)成為工業(yè)經(jīng)濟的重要支枉電信業(yè)中的移動通信正隨著它的技術(shù)成本優(yōu)魏浸人人們?nèi)粘Ｉ畹母鱾€方瓦移動手機走出了貴族化的光環(huán)向老百姓伸出了友好的雙禾隨著家電微利時代的提前到來以及國家對手機行業(yè)的重視與對民族工業(yè)的扶揀面對手機行業(yè)平均利潤1925%的空鳳面對人均手機普及率5.5%的市場前景國產(chǎn)手機于

2、】999年底加盟一度被洋品牌所壟斷的手機市場參與竟?fàn)幷蔀橐坏佬碌娘L(fēng)景線然而國產(chǎn)手機卻面臨諸如市場占有率不高產(chǎn)品價格優(yōu)勢不明顯代理商代銷情緒低國人不認可等困舞面對市場上傳統(tǒng)手機行業(yè)三巨頭(摩托羅拉諾基亞愛立伺市場霸主地位第二集團軍(松下IVEC、菲利蒲等電器類精菊的強大攻勢及國產(chǎn)廠家的一擁而上面臨新技術(shù)(CDMA.3G)的呼之欲出及隨即而來的手機降價，國產(chǎn)手機如何發(fā)屁正成為手初行業(yè)及國產(chǎn)手BTU一家們的焦點問題于國產(chǎn)手杉U一家如何在21

3、世紀的竟?fàn)幹型环f而出，突破重鼠不僅需要來自宏觀環(huán)境政府政策的大力支揀更需要企業(yè)自身發(fā)展戰(zhàn)略的明智規(guī)劃。首先手機是高科技產(chǎn)RM因此要在科技投人人才儲備上先行一bkl其次企業(yè)需要自身苦練內(nèi)瑰只有在產(chǎn)品質(zhì)氫售后服務(wù)體系保障上過關(guān)才能固守城墻兵來將巷同時在市場營銷戰(zhàn)略制定上采用目標(biāo)市場定位找出自已的目標(biāo)客源在廣告品牌宣傳上突出產(chǎn)品特點找到“亮A最后還要密切關(guān)注新產(chǎn)品新科技的市場動態(tài)在某些領(lǐng)域結(jié)合國家規(guī)觸政策取向走在竟?fàn)幥皫浊始尤薟TD的日益臨近

4、廠家們更要關(guān):UflRaW制定強強聯(lián)手共同尋找出路共謀國產(chǎn)手機的發(fā)展大休少北方交通大學(xué)碩士堂位iE主一一etcwhicharefamousintheelectricalappliancearealsoverystronginthemobilephonemarket.Thelocalcompanyarenotcompetewiththeabovetwoteamstheyalsofacechallengesfromtheirowngroup

5、.Lotsoflocalcompaniesstarttoproducethemobilephoneandothersareactively如applyingfortheproductionlicenses.WiththenewtechnologylikeQK3Gbreakinandthepricingwarofthenubile由onehowshouldthelocalcompanydevelopandwheretheyshouldde

6、velopThosearethemainfocusofthewholeindustryandalsothehottopicofthemobilephonecompanies.Howtosurviveandcompete如themobilephonefieldinthe21centenaryfromthemicroenvironmentpointofviewthegovernmentspolicyandsupportareessentia

7、l.Butthemostimportantissueisthewiseandfeasiblestrategicplanningofthelocalmobilephonecompany.Mobilephoneisahightechproduct.investmentinthetechnologyandkeycompetencerecruitmentisthefirststrategyneedstobesetup.Secondthegood

8、qualityproductsandexcellentaftersalesservicescanenhancethereputationofthecompanyandrecognitionfromthecustomerstheyaresohelpfulforcompanytowinthecanpetition.Atthesametimethesalesstrategyshouldbebasedonthetargetmarketandfi

9、nditsowncustomers.Forthebrandpromotionstrategytheadvertisementandpropogandashouldhighlighttheproductitself.andtrytofindthe“sellingpoint“.Duetothenewproductsandnewtechnologyupdatesoquicklythelocalcompanymayfollowthemarket