首先,本文对平板电脑竞争环境进行了分析,包括:平板电脑的
市场现状和发展趋势分析;平板电脑产业结构分析;平板电脑竞争环
境分析。

其次,本文根据用户对平板电脑的需求不同,采用市场细分理论
将平板电脑市场细分为:阅读型、娱乐型、时尚型、商务型四大类型。

本文结合摩托罗拉在平板电脑市场的优势、劣势、机会和威胁,将摩
托罗拉平板电脑的目标市场定位为商务型。

最后,本文采用4P营销理论,以商务&丨标市场的需求为基础,制
定摩托罗拉商务平板电脑的产品策略,价格策略,渠道策略,促销策
略。

本文不仅分析了平板电脑市场的特征,还为摩托罗拉公司制定了
平板电脑营销策略。此外,本文的研究也对其他平板电脑厂商制定营
销策略具有一定价值。

关键词:摩托罗拉平板电脑营销策略
ABSTRACT
With the repid development of mobile communication industry, tablet
PC (tablet) has grown up as a new star in mobile device market. Facing the
rapid growth of the market and the increasingly fierce competition
environment, motorola should set up a scientific and rational marketing
strategy to achieve market competition victory.
Firstly, this article analyzes the tablet market competitive environment,
including tablet situation and trend analysis, tablet industrial structure
analysis, tablet competitive environment analysis.
Secondly, according to the different needs of tablet users, this article
use the market segmentation theory to divid the users into four different
types, that is Reading type, Entertainment type, Fashion type, Business type.
On the basis of motorola's strengths, weaknesses, opportunities and threats
on tablet market, motorola should position their table product to Business
type.
Finally, base on The Marketing Theory of 4Ps, this article designed the
marketing strategy for motorla tabet products, including product strategy,
price strategy, place strategy and promotion strategy.
This ariticle not only analyzes the marketing character of table product,
but also help motorola to know how to make marketing strategy on tablet
market. This study also can be refered by other tablet makers to make
marketing strategy in table industry.
KEY WORDS: motorola marketing strategy tablet pc