跨國手機廠商在中國的產品策略研究.pdf

1、復旦大學碩士學位論文跨國手機廠商在中國的產品策略研究姓名：吳強申請學位級別：碩士專業(yè)：工商管理指導教師：薛求知2002.5.8，!!堅!!墨塑墮璺王墊!：塑塵：!里塑蘭些量墮型壅AbstractThisthesistriedtoheJPthedomesticcellularphonecompanytolearnfromthemultinationa]corporalion(MNC)bythedetailedanalysisofthebt

2、NCs’productstrategiesTheu[1iquevalueexistedinthewholecel1ularphoneindustryanalysisbasedonthecombinationoftheauthor’sseveralyears’workingexperienceastheR&D(ResearchandDeve]opment)Managerof’aneleetroniccompanyandtheknowIed

3、geofstrategy，transnationalmanagementandmarketingIearnedfromFudan—MITInternationalMBAprogr’amFirstthethesisgaveabriefintroductioRtothedevelopmentofChinesemobiIephoneThenitmadeadetai1edarialysistotheconsumerbehaviorcustome

4、rneeds，technologydevelopmentandindustrycompetitionBasedentheenvironmentanalysis，thethesiswentthroughmostoftheaspectsoftheproductstrategycoveringCUStomervalue。globalproductstrategydecisiOll，product1evelandhierarchy，produc

5、tlifecycle，segmentingandpositioning，brand，R&D，product1aunchingandserviceBaseontheaboveanalysis，thethesisgotsomeusefulpoinLsforourcellUlarphonecompaniesOneoI’themisproductdifferentiationswhichmeanstomeetdifferentcustomern

6、eedswithdifferentproductsisthemarketfocusstrategyofSamsung，whichwillhelpOUrnatratAnoOnagy，hercompaniestosucceedwithlimitedresourcesThethesisalsoilluminatedthecellutarphonetrendofbeingconsumereIectronicproducLfromhightech

7、noIogyproductwhichmeansfashionandpracticabiiityandpricewil1playthekeyrolesinsteadoftechnologyAgain，agoodrelationwiththesocietyandastrongbrandwi11behelpfultothefutureSuccessKeywords：cellularphone，consumerelectronicproduct