國(guó)產(chǎn)手機(jī)廠商發(fā)展方向的研究.pdf

1、_一一魚(yú)邏二一一—一fm到近十年來(lái)隨著科技的進(jìn)步與經(jīng)濟(jì)的發(fā)展我國(guó)電信業(yè)在國(guó)民經(jīng)濟(jì)中所占的比重日益增旭電信業(yè)正以其迅速增長(zhǎng)的趨勢(shì)超過(guò)傳統(tǒng)紡織化工電力等產(chǎn)業(yè)成為工業(yè)經(jīng)濟(jì)的重要支枉電信業(yè)中的移動(dòng)通信正隨著它的技術(shù)成本優(yōu)魏浸人人們?nèi)粘Ｉ畹母鱾€(gè)方瓦移動(dòng)手機(jī)走出了貴族化的光環(huán)向老百姓伸出了友好的雙禾隨著家電微利時(shí)代的提前到來(lái)以及國(guó)家對(duì)手機(jī)行業(yè)的重視與對(duì)民族工業(yè)的扶揀面對(duì)手機(jī)行業(yè)平均利潤(rùn)1925%的空鳳面對(duì)人均手機(jī)普及率5.5%的市場(chǎng)前景國(guó)產(chǎn)手機(jī)于

2、】999年底加盟一度被洋品牌所壟斷的手機(jī)市場(chǎng)參與竟?fàn)幷蔀橐坏佬碌娘L(fēng)景線(xiàn)然而國(guó)產(chǎn)手機(jī)卻面臨諸如市場(chǎng)占有率不高產(chǎn)品價(jià)格優(yōu)勢(shì)不明顯代理商代銷(xiāo)情緒低國(guó)人不認(rèn)可等困舞面對(duì)市場(chǎng)上傳統(tǒng)手機(jī)行業(yè)三巨頭(摩托羅拉諾基亞愛(ài)立伺市場(chǎng)霸主地位第二集團(tuán)軍(松下IVEC、菲利蒲等電器類(lèi)精菊的強(qiáng)大攻勢(shì)及國(guó)產(chǎn)廠家的一擁而上面臨新技術(shù)(CDMA.3G)的呼之欲出及隨即而來(lái)的手機(jī)降價(jià)，國(guó)產(chǎn)手機(jī)如何發(fā)屁正成為手初行業(yè)及國(guó)產(chǎn)手BTU一家們的焦點(diǎn)問(wèn)題于國(guó)產(chǎn)手杉U一家如何在21

3、世紀(jì)的竟?fàn)幹型环f而出，突破重鼠不僅需要來(lái)自宏觀環(huán)境政府政策的大力支揀更需要企業(yè)自身發(fā)展戰(zhàn)略的明智規(guī)劃。首先手機(jī)是高科技產(chǎn)RM因此要在科技投人人才儲(chǔ)備上先行一bkl其次企業(yè)需要自身苦練內(nèi)瑰只有在產(chǎn)品質(zhì)氫售后服務(wù)體系保障上過(guò)關(guān)才能固守城墻兵來(lái)將巷同時(shí)在市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略制定上采用目標(biāo)市場(chǎng)定位找出自已的目標(biāo)客源在廣告品牌宣傳上突出產(chǎn)品特點(diǎn)找到“亮A最后還要密切關(guān)注新產(chǎn)品新科技的市場(chǎng)動(dòng)態(tài)在某些領(lǐng)域結(jié)合國(guó)家規(guī)觸政策取向走在竟?fàn)幥皫浊始尤薟TD的日益臨近

4、廠家們更要關(guān):UflRaW制定強(qiáng)強(qiáng)聯(lián)手共同尋找出路共謀國(guó)產(chǎn)手機(jī)的發(fā)展大休少北方交通大學(xué)碩士堂位iE主一一etcwhicharefamousintheelectricalappliancearealsoverystronginthemobilephonemarket.Thelocalcompanyarenotcompetewiththeabovetwoteamstheyalsofacechallengesfromtheirowngroup

5、.Lotsoflocalcompaniesstarttoproducethemobilephoneandothersareactively如applyingfortheproductionlicenses.WiththenewtechnologylikeQK3Gbreakinandthepricingwarofthenubile由onehowshouldthelocalcompanydevelopandwheretheyshouldde

6、velopThosearethemainfocusofthewholeindustryandalsothehottopicofthemobilephonecompanies.Howtosurviveandcompete如themobilephonefieldinthe21centenaryfromthemicroenvironmentpointofviewthegovernmentspolicyandsupportareessentia

7、l.Butthemostimportantissueisthewiseandfeasiblestrategicplanningofthelocalmobilephonecompany.Mobilephoneisahightechproduct.investmentinthetechnologyandkeycompetencerecruitmentisthefirststrategyneedstobesetup.Secondthegood

8、qualityproductsandexcellentaftersalesservicescanenhancethereputationofthecompanyandrecognitionfromthecustomerstheyaresohelpfulforcompanytowinthecanpetition.Atthesametimethesalesstrategyshouldbebasedonthetargetmarketandfi

9、nditsowncustomers.Forthebrandpromotionstrategytheadvertisementandpropogandashouldhighlighttheproductitself.andtrytofindthe“sellingpoint“.Duetothenewproductsandnewtechnologyupdatesoquicklythelocalcompanymayfollowthemarket