首页 > 资料专栏 > 论文 > 营销论文 > 品牌管理论文 > MBA毕业论文_能手机品牌营销策略研究-基于苹果与三星公司的比较分析PDF

MBA毕业论文_能手机品牌营销策略研究-基于苹果与三星公司的比较分析PDF

资料大小:1132KB(压缩后)
文档格式:PDF
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2022/5/4(发布于上海)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
营销策略是组织成功的关键要素,执行良好的营销策略与概念化和制定策略一样重 要。通过市场营销策略的实施,公司通过市场营销能力来利用稀缺资源,从而实现既定 目标。营销策略是使公司能够研究和思考受限资源以扩大销售并完成领先的有效途径。 智能手机已经成为移动设备的主流,它开辟了所谓“智能时代”带来了整个世界人 类生活和文化的变化。苹果和三星目前是全球智能手机行业的两大巨头。苹果的iPhone 开辟了智能手机时代。与此相反,三星智能手机Galaxy对智能手机的普及起了至关重 要的作用。这两家企业在智能手机市场上的营销策略如此深刻。它们带动了整个行业的 发展,给其他企业创造了市场机会,也给其他企业带来了很大的压力。 本论文的研究将分析苹果与三星在智能手机市场的增长和竞争情况以及苹果和三 星两家智能手机市场现状,通过SWOT分析更深入地了解苹果和三星两家智能手机竞 争状况。论文中将分析苹果和三星两家智能手机的营销策略,以便更深入地了解苹果和 三星如何采用营销组合的四个组成部分来区分自己,不同的营销策略一样能取得优秀的 成绩,以获得相对于竞争对手的优势。 研究结果发现,苹果与三星市场营销策略主要有品牌策略和产品,苹果和三星公司 利用这样的品牌形象和价值,让新产品更快被消费者认可。具有较高的研发能力和较低 的推广成本,新产品和新服务可以更快地占领市常然后通过提供高质量产品在全球消 费者中建立和发展了自己的品牌形象和声誉。创新和新技术,创新者总是具有竞争优势, 特别是当一项创新受到市场的积极欢迎时消费者会因为新奇感而觉得有吸引力。正是有 益的创新和良好的品牌形象增加了智能手机的感知价值,弥补了竞争优势,使其在竞争 激烈的智能手机市场中获得成功。定价策略以吸引更多的消费者,以吸引那些想买智能 手机的消费者购买他们的产品。一个好的产品定价策略不仅有助于提高销售收入,而且 有助于企业与客户建立良好的关系。该两家企业能够以惊人的新技术,一流的设计和稳 定性相结合。凭借其卓越的营销策略以及强大的创新和开拓性技术,它们有许多机会细 分市场,在这些市场中,两家企业可以渗透并确保领先地位。 关键词:智能手机,营销策略,竞争分析,品牌形象,SWOT 分析 III Abstract Marketing strategy is a key element of organizational success. a well-executed marketing strategy is as important as conceptualizing and developing a strategy. Through the implementation of marketing strategies, the company uses scarce resources through marketing capabilities to achieve its stated goals. Marketing strategy is a method that enables companies to research and think about constrained resources to increase sales and achieve leading competition. Smart-phones have become the mainstream of mobile devices,ushering in the so-called "smart age" that has brought about changes in human life and culture across the world.Apple and Samsung are currently the two giants in the global smart-phone industry.Apple's iPhone ushered in the era of the smart-phone.In contrast, Samsung's Galaxy smart-phone has played a crucial role in the popularity of smart-phone.The two companies' marketing strategies in the smart-phone market are so deep.They have driven the development of the whole industry, created market opportunities for other enterprises, and brought great pressure to other enterprises. The research of this paper will analyze the growth and competition of apple and Samsung in the smart phone market and the current situation of the two smart phone markets of apple and Samsung, and have a deeper understanding of the competition of the two smart phones of apple and Samsung through SWOT analysis.The thesis will analyze the marketing strategies of apple and Samsung smart-phones, so as to have a deeper understanding of how apple and Samsung use the four components of the marketing mix to distinguish themselves. Different marketing strategies can achieve excellent results in order to gain an advantage over competitors. The research found that the marketing strategies of apple and Samsung mainly include brand strategies and products. Apple and Samsung use such brand image and value to make new products recognized by consumers faster.With higher r&d capabilities and lower marketing costs, new products and services can capture the market more quickly.It then builds and develops its brand image and reputation among global consumers by providing high-quality products.Innovation and new technology, innovators always have a competitive advantage, especially when an innovation is actively welcomed by the market and consumers find it attractive because of the novelty.It is the beneficial innovation and good brand image that increase the perceived value of smart phones, make up the competitive advantage and make them successful in the competitive smart phone market.Pricing strategies to attract more IV consumers, in order to attract those who want to buy smart phones to buy their products.A good product pricing strategy not only helps to increase sales revenue, but also helps the enterprise to establish a good relationship with customers.The two companies are able to combine amazing new technology, first-class design and stability.With their superior marketing strategies and strong innovative and pioneering technologies, they have many opportunities to segment markets where the two companies can penetrate and secure a leading position. Keywords: competition analysis,marketing strategy,smart-phone,Brand image,SWOT analysis V 目 录 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景 ...................................................................................................................... 1 1.2 研究意义及目的 .......................................................................................................... 2 1.2.1 研究意义 .............................................................................................................. 2 1.2.2 研究目的 .............................................................................................................. 2 1.3 文献综述 ...................................................................................................................... 2 1.4 研究内容及方法 .......................................................................................................... 5 1.4.1 研究内容 .............................................................................................................. 5 1.4.2 研究方法 .............................................................................................................. 6 第二章 主要概念 ...................................................................................................................... 7 2.1 营销与品牌 .................................................................................................................. 7 2.1.1 营销 ...................................................................................................................... 7 2.1.2 品牌 ...................................................................................................................... 8 2.1.3 营销与品牌的关系 .............................................................................................. 9 第三章 智能手机的市场现状 ................................................................................................ 11 3.1企业概述 ..................................................................................................................... 11 3.1.1 苹果公司 ............................................................................................................ 11 3.1.2 三星电子 ............................................................................................................ 12 3.2 智能手机市场状况 .................................................................................................... 13 3.3 苹果智能手机市场状况 ............................................................................................ 16 3.4 三星智能手机市场状况 ............................................................................................ 17 第四章 智能手机市场SWOT分析 ....................................................................................... 19 4.1 苹果智能手机竞争对手 ..............................