魅族手机营销策略分析Word格式文档下载.docx
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小周
指导教师:
胡老师
年级专业:
2010级市场营销系:
经济管理系
提交日期:
答辩日期:
答辩委员会主席,签名,:
评阅人,签名,:
2013年5月10日
摘要
苹果手机的出现~彻底改革了传统手机的命运。
苹果手机带来的是智能手机的兴起与流行~改变了人们对手机的使用习惯。
近两年国产手机凭借着智能手机的东风再次获得较大的市场~尤其是中国超越美国成为全球最大的智能手机市场后~多个国内品牌纷纷发力~推出各种定位的安卓系统智能手机。
而魅族~作为国产智能手机的先行者~承载着国货的使命~也有自己独特一格的产品特点~赢得了不少消费者的喜爱。
然而~在越来越激烈的智能手机竞争和手机硬件同质化、配置透明化的时代下~魅族必须从各方面审视自己~清晰了解自己的内部环境和外部环境~才能制定出良好的发展策略。
本文以魅族手机作为背景~对魅族手机进行创新和深度的分析~找出魅族自身的优势、劣势以及外部所面临的机会与威胁~从中得出一系列适合魅族发展的策略办法~帮助魅族发展中能够扬长避短~充分发挥自身的优势、利用有利的外部环境~克服其劣势与威胁~同时也希望为其它相关企业提供借鉴意义。
未来的手机市场~终端产品将不再是竞争优势~魅族应该看清形势~扩大融资渠道~吸引优秀软件人才~重视系统软件的开发~建立属于自己的系统软件生态圈。
关键词:
魅族手机、发展策略、软件
I
Abstract
TheemergenceoftheApplephoneacompleteoverhaulofthefateofthetraditionalmobilephone.Applemobilephones,notonlytheriseofsmartphonesandpopular,haschangedthehabitsofthepeopleonthephone,moreimportantly,anewlook,marketingdevelopmentstrategyofkeepingupwiththetimes.Thepasttwoyears,againbyvirtueofthedomesticmobilephonewithAndroidsystemtoagainobtainalargermarket,domesticbrandshavelaunchedtheAndroidsystemforsmartphones.Meizu,astheforerunnerofthedomesticsmartphone,carryingthemissionofthedomestics,alsohavetheirownuniquestyleofproductcharacteristics,wonalotofconsumers.However,thehomogenizationofcompetitionintheincreasinglyfiercesmartphoneandmobilephonehardware,transparentera,Meizumustexamineallaspectsoftheirown,aclearunderstandingoftheirinternalandexternalenvironmentinordertodevelopagooddevelopmentstrategy.InthispapertheMeizuphoneasabackground,theMeizuphoneinnovationanddepthanalysistoidentifyMeizu'
sownstrengths,weaknessesandexternalopportunitiesandthreatsfaced,drawaseriesoftheMeizudevelopmentstrategyapproachtohelpMeizudevelopmentintoavoidweaknesses,givefullplaytoitsownadvantages,totakeadvantageoffavorableexternalenvironment,toovercomeitsweaknessesandthreats.AlsohopetheMeizuandotherdomesticmobilephonebrandcantakethisopportunitytovigorouslydevelop,atthesametimehavetheirowncoretechnology..Keywords:
Meizuphone;
Developmentstrategy;
Proposal;
II
1绪论.........................................................................................................................................1
1.1研究背景...............................................................................................................................1
1.2研究意义...............................................................................................................................1
1.2研究目的................................................................................................................................3
1.4研究方法...............................................................................................................................2
1.5研究内容................................................................................................................................5
2SWOT理论介绍.................................................................................................................3
2.1.SWOT分析定义...................................................................................................................3
2.2SWOT分析模型....................................................................................................................3
2.3SWOT的运用步骤................................................................................................................4
3通过SWOT分析法对魅族手机的分析研究.............................................................4
3.1魅族的内部优势....................................................................................................................4
3.1.1电子数码产品生产经验丰富.............................................................................................8
3.1.2出色的UI(用户界面)设计...........................................................................................11
3.1.3渠道优势...........................................................................................................................13
3.1.4良好的售后服务...............................................................................................................143.1.5“传奇”领导者营销...........................................................................................................73.2魅族的内部劣势.....................................................................................................................83.2.1难以掌握核心技术..............................................................................................................93.2.2产品线过于单一................................................................................................................103.2.3融资渠道单一....................................................................................................................113.2.4促销能力较弱....