摘要
I
摘要
目前，智能手机行业内的竞争趋势严峻，国外品牌涌向国内，国内二三线
品牌不断推陈出新，使用各种策略营销 ，各大运营商提供多种优惠补贴销售手
机等手段，都给各大手机厂商带来了压力与思考——企业的高速发展或是艰难
的存亡应该如何抉择，该依靠何种竞争策略的制定。目前，各大品牌公司都很
重视竞争策略。产品在市场中是否能得到最真实的检验，所有的热销机型和库
存产品在竞争策略中都会有所体现，据其原因我们可以思考，给不同厂商后续
产品推广和定位带来参考指引作用

本文以 HERW 智能通讯公司为研究对象，通过文献研究、定量分析等方
法，对其内外部发展环境进行全面分析，找出了 HERW 智能通讯公司市场竞争
的产品策略、价格策略、渠道策略及促销策略存在的问题，进而有针对性的制
定了提升 HERW 智能通讯公司市场竞争力的策略，主要包括：一是产品竞争策
略，指出要加强手机产品的自主化、创新化与产品多样化策略；二是差异化竞
争策略，指出质量、服务、消费体验三方面进行差异化策略；三是渠道策略，
多渠道结合，摆脱运营商的单一渠道模式，扩大渠道宽度；四是品牌策略，通
过手机的创新与服务的提升，提高 HERW 智能通讯公司的美誉度与忠诚度

通过本文研究，可以为 HERW 智能通讯公司的发展提供有效建议，为其长
远发展提供帮助

关键词：市场竞争；竞争策略；层次分析法山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
At present,the trend of competition in the smart phone industry has reached the
degree of intense heating,many foreign brands to enter the strong,the domestic second
and third tier brands continue to promote brand and price strategy,the major operators
to provide a variety of concessions subsidies such as low consumption of thousands of
customized mobile phone,Gave the major mobile phone brand manufacturers to bring
the pressure of competition and thinking-the rapid development of enterprises or
difficult life and death rely on the development of what kind of competitive strategy.
This paper takes HERW intelligent communication company as the research object,
through literature research, quantitative analysis methods, to analyze the internal and
external development environment,find out the existing HERW smart
communications market competition product strategy, price strategy, channel strategy
and promotion strategy, and targeted to develop the promotion of intelligent
communication HERW the company competitive strategy mainly includes: one is the
product competition strategy, pointed out the need to strengthen the autonomy of
mobile phone products, innovation and product diversification strategy; two is the
difference competition strategy, pointed out that the quality, service, consumer
experience three aspects of differentiation strategy; price strategy, reasonable price,
and enhance the effectiveness of promotion; three channel strategy, multi channel
combination, get rid of operators of the single channel model, expand the channel
width; the four is the brand strategy Slightly, through the mobile phone innovation
and service improvement, improve the reputation and loyalty of HERW intelligent
communications company.
Through this study, we can provide suggestions for the development of HERW
intelligent communication company, and provide help for its long-term development.
Key words: Market Competition ； Competitive Strategy ； Analytic Hierarchy
process山东理工大学硕士学位论文 目录
III
目 录
摘要.......I
ABSTRACT...... II
目 录....III
第一章 绪论......1
1.1 研究背景与研究意义..1
1.1.1 研究背景1
1.1.2 研究意义1
1.2 国内外研究综述..........2
1.2.1 国内文献综述....2
1.2.2 国外文献综述....3
1.3 研究内容与研究方法..4
1.3.1 研究方法4
1.3.2 研究内容5
1.4 本文创新点......5
第二章 相关理论概述..6
2.1 企业战略管理相关理论...........6
2.1.1 战略管理理论.....6
2.1.2 竞争战略理论.....6
2.2 竞争理论...........8
2.2.1 自由竞争理论.....8
2.2.2 垄
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