自2001年中国加入WTO,中国手机市场开始全面对外开放,各大外国手机巨头蜂拥

而至。之后,国家多次出台相关政策,2007年国内手机生产核准制的取消以及2009年

3G牌照的发放,为中国手机市场保持高速发展提供了保证。有数据显示,2012年,中国

手机产量达11.8亿部,同比增长4.3%,占全球出货量的比重超过50%。中国手机市场

已成为全球第一大市场。

而随着智能手机时代的到来,中国手机市场的竞争也愈发激烈。2013年第一季度,

全球智能手机的出货量是2.16亿部,其中,包含中国智能手机的出货量是6900万部,

中国智能手机为全球智能手机市场贡献了三分之一的力量。国产手机在中国手机市场上

虽占据一席之地,但无论从技术水平还是品牌实力来讲,都和国外知名品牌相差甚远。

本论文的研究内容是海信手机辽宁市场的营销策略。在分析全国手机市场销售环境

和辽宁省手机市场销售环境的基础上,总结海信手机在销售过程中的经验和不足,对海

信手机的竞争实力和海信手机在辽宁市场所处的地位展开详细分析。依据STP和4P营

销理论制定了海信手机辽宁市场销售策略,并提出了营销策略的实施措施。

关键字:海信手机;辽宁市场;营销策略

Abstract

Since 2001 China!s join to the WTO, Chinese mobile phone market comprehensive

opening to the world, multinational mobile phone manufacture came. The domestic mobile

phone production authorization cancellation in 2007 and the issuance of 3G licenses in 2009,

support China mobile phone market for keeping high speed development. According to

relevant research, in 2012, China's mobile phone production amounted to 1.18 billion units,

up 4.3% year on year. That is to say,more than 50% of the total share of global mobile phone

is made in China. China mobile phone market has become the worldfs largest market.

With the development of smart phones, the mobile phone market competition is

increasingly fierce in China. In the first quarter of 2013,China's smart phone shipments

reached 69 million, in the same time,the global smart phone shipments of 216 million,

China's smart phone shipments almost share a third of the global smart phone market.

Although the domestic mobile phone companies hold a place on the market,tiiey cannot

compete with the well-known abroad mobile phone company both in the technical strength

and brand strength.

The research object of tihis paper is Hisense Mobile Liaoning market sales strategy.

Based on the analysis of the environment of Chinese mobile phone market and Liaoning

market, this paper discuss the Hisensefs strength in Liaoning market. Applying STP and 4P

marketing strategy to study Hisense mobile phone market sales strategy and sales channels in

Liaoning, this paper summed up the Hisense mobile's advantages and experiences in the sales

process,and we also discussed the shortcomings and problems, intend to propose some

construction suggestions.

Key Words: Hisense mobile phones ; Liaoning market; Marketing strategy