魅族手机营销策略分析.docx

1、魅族手机营销策略分析魅族手机营销策略分析华南农业大学珠江学院 毕业论文 魅族手机营销策略分析 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

2、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 Abst

3、ract The emergence of the Apple phone a complete overhaul of the fate of the traditional mobile phone. Apple mobile phones, not only the rise of smart phones and popular, has changed the habits of the people on the phone, more importantly, a new look, marketing development strategy of keeping up wit

4、h the times. The past two years, again by virtue of the domestic mobile phone with Android system to again obtain a larger market, domestic brands have launched the Android system for smart phones. Meizu, as the forerunner of the domestic smart phone, carrying the mission of the domestics, also have

5、 their own unique style of product characteristics, won a lot of consumers. However, the homogenization of competition in the increasingly fierce smartphone and mobile phone hardware, transparent era, Meizu must examine all aspects of their own, a clear understanding of their internal and external e

6、nvironment in order to develop a good development strategy. In this paper the Meizu phone as a background, the Meizu phone innovation and depth analysis to identify Meizus own strengths, weaknesses and external opportunities and threats faced, draw a series of the Meizu development strategy approach

7、 to help Meizu development in to avoid weaknesses, give full play to its own advantages, to take advantage of favorable external environment, to overcome its weaknesses and threats. Also hope the Meizu and other domestic mobile phone brand can take this opportunity to vigorously develop, at the same

8、 time have their own core technology. Key words: Meizu phone;Development strategy;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 2 SWOT理论介绍 . 3 2.1. SWOT分析定义. 3 2.2 SWOT分析模型. 3 2.3 SWOT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 . 14 3.1.5“传奇”领导者营销.7 3.2魅族的内部劣势.8 3.2.1难以掌握核心技术.9 3.2.2产品线过于单一.10 3.2.3融资渠道单一.11 3.2.4促销能力较弱.