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MBA毕业论文_基于市场细分的M公司手机产品营销策略研究(66页).rar

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摘 要
基于市场细分的 M 公司手机产品营销策略研究
根据国家统计局 2012 年 2 月 22 日发布的统计公报,截至 2011 年末,中国
手机用户总数已达到 98625 万户,其中 3G 移动电话用户 12842 万户。中国已
成为全球最大的手机市场。手机已成为人们日常生活必不可少的快速消费品的
一部分,即便按照人均 3 年更换一部手机来算,每年即有 3 亿多部手机进入消
费者手中;而根据一些机构的调研,青年消费者的手机更换频率约为 1.5 年,
这样每年即有 4~6 亿部手机需求。手机产品也由模拟手机、数字手机进化为具
备多种功能的移动终端设备。同时,由于技术的进步,越来越多的手机器件集
成化和模块化,造成行业进入壁垒越来越低,巨大的市场容量也在不断吸引着
新的通信厂商加入竞争,中国市场上已有近百个品牌同时存在。

M 通讯科技有限公司作为一家较老的国产手机生产商,在音乐手机、翻盖
手机盛行时,也曾经推出过数款风靡一时的手机款式,但近十年来,由于竞争
的激烈以及产品的定位模糊不清,缺乏营销热点,市场份额越来越低,手机产
业连年亏损,到 2011 年,M 通讯科技有限公司仅仅固守于本地市场,年产销量
仅仅十余万部,销售额降至数千万元。

本文通过对中国手机市场消费者行为、消费者年龄、消费意愿及收入情况
以及市场上手机种类的分析,发现老年手机是一个有待大力开发的细分市场:
随着中国人口老龄化的加速、人均收入的提高以及人们消费意识的变化,越来
越多的老年人对手机的依赖变得更强,而他们手机的购买者却是他们的子女--
消费意识更加强烈、对个人形象更为关注的一代人,这就注定了原来市场上的
低端、简陋的所谓老年手机已经不足以满足消费者的需要;同时根据 M 通讯科
技有限公司本身具有一定的研发、制造能力和销售渠道这一实际情况,重新明
确 M 公司手机产品的市场定位,提出 M 公司手机应该根据自己的实际能力,II
瞄准老年手机这个细分市场,市场定位在代表亲情关怀的、中端、高质耐用、
低调稳重,性价比较高的智能手机这一位置,坚持产品-质量领导的原则。

在产品策略和促销上,M 公司应坚持品牌路线,手机分为普通手机和特种
手机两大产品线,所有推广活动均围绕“M”这一主品牌进行,加大在网络、
电视、报纸等媒体的宣传,主题围绕“亲情、温馨、幸福”等进行;在定价策
略上,针对目前市场上低价老年手机泛滥,中高端手机严重缺乏的情况,将手
机价格定位在中价水平,主流产品价格在 1000~2000 元之间;在渠道策略上,
普通手机同时采用自建、代理、运营商定制等多种渠道;特种手机采用服务联
盟等方式加以推广。

本文认为,随着手机技术的不断发展和人们消费能力的提升,任何一家有
志于此的企业,通过精准的市场分析与合适的营销策略,都可能一领风骚,获
得成功,达到为股东、员工、消费者多赢的局面。

关键词:
老年手机,市场细分,营销策略III
Abstract
Mobile Phone Marketing Strategy Base on
Market Segmentation of M Communication Co.,Ltd
According to the bulletin released by National Bureau of statistics in February
22, 2012, By the end of 2011, China's mobile phone users has reached 986,250,000
including 128,420,000 which 3G users. China has become the world's largest mobile
phone market. Mobile phone has become a indispensable part of the fast moving
consumer goods in people daily life, even by average every mobile phone holder
replace their mobile phone per 3 years, then 3 million mobile phones will be
consumed; and according to research result by some institutions, young mobile
phone consumers replacement frequency is about 1.5 years, so the mobile phone
demand each year is about 4~6 hundred millions. Mobile phone product have
evolved from the analog mobile phone and digital mobile phone to the mobile
terminal device with various functions. At the same time, due to advances in
technology, more and more mobile phone device become integration and
modularization, resulted that the entering barrier becomes lower and lower, huge
market capacity also continues to attract new communication manufacturer to join
the competition, the Chinese market has nearly a hundred brands exist now.
M Communication Technology Co., Ltd. as a relatively old domestic mobile
phone manufacturers, had also launched several popular mobile phone models when
flip mobile phone and music mobile phone flourished, but nearly ten years, because
of the fierce competition and the vague product positioning, lacking of marketing
focus, its market share becomes lower and lower, its mobile phone department is in
deficit in successive years.to 2011, M Communication Technology Co., Ltd onlyIV
stick in the domestic market, annual sales is only hundreds of thousands and the
amount of sales dropped to tens of millions of yuan.
Based on analysis of Chinese population age change, consumption desire and
types of mobile phone on market, This article draw a conclusion that mobile phone
for the elderly is a market segments that need much effort to develop. along with the
acceleration of population aging in China, the increase of per capita income and the
change in consumer awareness, more and more old people on mobile phone
dependence becomes stronger, and the their mobile phone purchaser is their children
whose consumption consciousness is more intense and take more attention to
personal image. it is obvious that the original low-end, shabby old mobile phone can
not meet sufficiently the needs of consumers; at the same time, according to the M
communication technology Limited company itself has a research and development,
manufacturing capacity and sales channels, we advise clearly that the market
positioning of M mobile phone products, they should focus on the elderly mobile
phone market and the market positioning should have representation of family care,
high quality and durability, low and stable, cost-effective and adhere to the product -
quality leadership principles.
In the marketing strategy, M company should adhere to the brand line. mobile
phone is divided into ordinary mobile phone and special mobile phone. all
promotion activities should all around the main brand- M and advertise intensely
in the Internet, television, newspapers and other media publicity. the advertising
theme centre on “affection, warmth and happiness etc”;on the pricing strategy, low
price mobile phone for elderly people dominated the market currently and the
high-end mobile phone is in serious shortage, the mainstream product price should
between 1000~2000 yuan; on channel strategy, ordinary mobile phone should use
self-built, agents, operators of customized and many kinds of channels then special
mobile phone should use service alliance ways to promote.V
We believe that along with the continuous development of mobile phone
technology and people's consumption ability, any corporation interested in this
business can take a leading position and succeed to win-to-win situation for
shareholders, employees and consumers through accurate market analysis and
appropriate marketing strategies.
Keywords:
Mobile phone, Market segmentation, Marketing strategyVI
目 录
第 1 章 M 通讯科技有限公司手机产品营销现状...... 1
1.1 M 通讯科技有限公司介绍 1
1.2 营销中存在的问题......2
第 2 章 M 通讯科技有限公司手机产品营销环境分析.......... 5
2.1 国内手机市场需求及发展趋势..5
2.2 行业领先者分析 ...........6
2.3 手机产品的消费者行为分析 .......8
第 3 章 M 通讯科技有限公司内部环境分析 10
3.1 组织情况..10
3.2 研发与生产 ........11
3.3 产品营销策略...12
第 4 章 M 通讯科技有限公司手机产品目标市场分析........ 16
4.1 手机市场细分...16
4.2 目标市场选择...19
4.3 产品市场定位...23
第 5 章 M 通讯科技有限公司手机产品市场营销策略........ 24
5.1 产品策略..24
5.2 价格策略..29
5.3 促销策略..32
5.4 渠道策略..37
结论 ......... 43
参考文献 . 44
后记和致谢 ......... 461