波导手机营销战略研究
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摘要
伴随着我国经济的快速发展,手机产品也从“奢侈品”走向“生活必备品”。如何在日益繁荣并且竞争日趋激烈的中国手机市场占据一席之地并且谋求长久的发展,是每一个中国手机厂商必须考虑的问题。本文的研究目的是试图结合企业战略和营销理论,找到适合波导手机的营销战略,帮助企业在激烈的市场竞争中获胜。
论文首先分析了国外品牌手机的营销状况,提出了对我国手机行业有用的、可以借鉴的营销经验。
其次,通过对波导公司所处的外部宏观环境、行业竞争环境和企业自身内部资源进行了多角度、深入细致的分析。找出了影响企业生存和发展的外部机会、威胁;企业本身的有利条件和不足之处。同时,根据企业过去5年的销售业绩,以及对其手机市场环境的预期,对未来5年的主要销售指标做出了预测。
再次,论文在对所掌握的资料进行详尽的分析之后,为波导手机制定了未来5年营销战略,并制定出营销方针、战略目标以及战略重点。
最后,为保证营销目标的顺利实现,制定了营销组合策略、品牌建设策略、大规模定制营销策略、技术开发与管理策略、内部协同策略,以及电子商务网站建设等诸多方面的策略,并设计了针对战略实施的控制和保障措施。
课题研究的成果为波导未来市场营销工作提供了理论指导,指明了发展方向和目标,并将确立公司在未来行业发展中的优势竞争地位。
With the rapid development of economy of China, mobile telephones areno longer a luxury as they used to be. Every mobile telephone company inChina is confronted with the question how to base themselves and developupon the more and more competitive and prosperous market of China. Thispaper tries to provide effectual marketing so1utions for BIRD, helps thecompany get victory in furious competition.
First, marketing situations of several foreign mobile companies areanalyzed, and helpful marketing ways for Chinese companies are given.
Second, by analyzing exterior macro environment, inside and outsidemarket development, environment of industry, inside conditions of BIRD fromdifferent angles, the paper finds those exterior opportunities and threats thatinfluence the company, advantages and disadvantages of the company.According to sale performance of the company in the past five years, two mainsale indexes of products in the next five years are anticipated.
Third, after analyzing the information that has been mastered, the paperestablishes marketing strategies, marketing guideline and strategy targets andemphases for BIRD for the following five years.
Finally, to realize those marketing goals this paper sets down marketingcombination tactic, brand tactic, large scale order marketing , development andmanagement of technology, interior cooperation,and E-business web , givescontrol and guarantee measures for the implement of strategies.
This paper provides theory guidance for BIRD in future, points outdirection & targets for it,and will establish its superiority in the development offuture industry.
论文首先分析了国外品牌手机的营销状况,提出了对我国手机行业有用的、可以借鉴的营销经验。
其次,通过对波导公司所处的外部宏观环境、行业竞争环境和企业自身内部资源进行了多角度、深入细致的分析。找出了影响企业生存和发展的外部机会、威胁;企业本身的有利条件和不足之处。同时,根据企业过去5年的销售业绩,以及对其手机市场环境的预期,对未来5年的主要销售指标做出了预测。
再次,论文在对所掌握的资料进行详尽的分析之后,为波导手机制定了未来5年营销战略,并制定出营销方针、战略目标以及战略重点。
最后,为保证营销目标的顺利实现,制定了营销组合策略、品牌建设策略、大规模定制营销策略、技术开发与管理策略、内部协同策略,以及电子商务网站建设等诸多方面的策略,并设计了针对战略实施的控制和保障措施。
课题研究的成果为波导未来市场营销工作提供了理论指导,指明了发展方向和目标,并将确立公司在未来行业发展中的优势竞争地位。
With the rapid development of economy of China, mobile telephones areno longer a luxury as they used to be. Every mobile telephone company inChina is confronted with the question how to base themselves and developupon the more and more competitive and prosperous market of China. Thispaper tries to provide effectual marketing so1utions for BIRD, helps thecompany get victory in furious competition.
First, marketing situations of several foreign mobile companies areanalyzed, and helpful marketing ways for Chinese companies are given.
Second, by analyzing exterior macro environment, inside and outsidemarket development, environment of industry, inside conditions of BIRD fromdifferent angles, the paper finds those exterior opportunities and threats thatinfluence the company, advantages and disadvantages of the company.According to sale performance of the company in the past five years, two mainsale indexes of products in the next five years are anticipated.
Third, after analyzing the information that has been mastered, the paperestablishes marketing strategies, marketing guideline and strategy targets andemphases for BIRD for the following five years.
Finally, to realize those marketing goals this paper sets down marketingcombination tactic, brand tactic, large scale order marketing , development andmanagement of technology, interior cooperation,and E-business web , givescontrol and guarantee measures for the implement of strategies.
This paper provides theory guidance for BIRD in future, points outdirection & targets for it,and will establish its superiority in the development offuture industry.
引文
1 中国信息产业网 www.cnii.com.cn 国产手机市场份额
2 罗锐韧.哈佛管理全集.企业管理出版社,1997:40
3 阿诺尔特.史世伟等译.市场营销战略-通往成功的十步.华夏出版社.2001:15
4 周志明等.低迷市场中的营销战略.中外管理.2004,(8):44-45
5 田洁, 王继平.大规模定制营销—21 世纪市场营销的新趋势.前沿.2003,(11):44-46
6 纪宝成.市场营销学教程第 2 版(修订版).北京:中国人民大学出版社,1999:3-5
7 刘冀生.企业经营战略.北京:清华大学出版社,1995:5-6
8 Mintzberg Harry. The Fall and Rise of Strategic P1anning.Harvard Business Review. 1994:107-114
9 Robert. M.Grant. Contemporary Strategy Analysis, Concepts, Techniques, Appllication. 3th Edtition.Blackwell Publishers Ltd,1998:12-23
10 (美)科特勒(Kotler.P), (美)阿姆斯特朗(Armstrong.G).愈利军译.营销学导论.北京:华 夏出版社,l998:74-82
11 Walker, Orville and Ruekert,ect. Marketing's Role in the Implementation of Business Strategies:A Critical Review and Conceptual Framework. Journal of Marketing.2003, (6):51
12 Denise Jarratt, Ramzi Fayed. The Impact of Market and Organizational Challenges on Marketing Strategy Decision-marketing.A Qualitative Investigation of the Business to Business Sector Journal of Business Research.2003,(5):61-72
13 樊晴晴.探索摩托罗拉成功经验.企业技术开发.2004, (12): 44-46
14 郭春晓.摩托罗拉、诺基亚、三星手机的定位与营销策略.市场营销案例. 2005, (7): 30-34
15 三星手机的成功启示.新财经.2005,(2):74-75
16 邹昭瞬.企业战略分析.经济管理出版社,2001:20
17 人民网:www.people.com.cn.进网许可证不再保终身
18 白津夫等.大企业定位国际竞争力.中国财政经济出版社,2002,(7):3
19 周子学主编.发展中的我国手机产业.电子工业出版社,2003:56-58
20 谢健.经济结构的变动与区域经济的差异分析.中国工业经济.2003,(11):34-36
21 赛迪网:www.ccidnet.com.新一代手机技术完全解读 3G.
22 www.c114.net.中国 3G 渐行渐进
23 迈克.竞争战略.陈小悦译.1997 年版.华夏出版社.
24 天极网:www.yesky.com .信产部发布国内手机市场份额排名.
25 www.sina.com.cn.彻底调查:中国手机产业竞争能力分析报告.
26 中国移动电话市场竞争状况分析.中国计算机报.2004,(2)
27 司俊平.变数横生—国产手机打哪张牌.通讯信息.2004,(7):42-44
28 东方市场研究有限公司 IT 研究组.手机市场消费动态.销售与市场.2004,(10):40-58
29 中国电子信息产业发展研究院(CCID)及其属下赛迪信息)咨询有限公司.2004 年中国手机消费调查报告.通信产业报.2004,(11)
30 康荣平, 柯银斌.中国企业评论—战略与实践.企业管理出版社,1999:62-68
31 王子鹏.波导公司手机产品冲出重围.经济观察报.2003,(9)
32 赵旭.手机营销渠道的模式及零售终端管理.现代管理科学.2004 (1):45-46
33 William P.,Putsis Jr. and Barry L .Bayus. An Empirical Analysis of Firms' Product Line Decisions. Journal of Marketing Research Vo1.38 No.l 2003:110-118
34 温卫平, 李颖生.中国手机市场品牌报告.销售与市场.北京:企业管理出社, 2004 (11):42-55
35 蓝东, 胡人力.核心竞争力—企业制胜的根本.企业经济.2003,(12):34-38
36 汉斯, 郝希庚.战略营销管理—有关营销战略开发的概念.上海交通大学出版社, 1995:66-74
37 Porter Michael E. Competitive Advantage. The Free Press .New York.1985:248-265
38 Arch. W Shaw. Some Problems in Marketing Distribution. Harvard University Press.Cambridge1975:112
39 Ejerome Mc.,Carthyand William. Derreault Basic Marketing.EleventhEdition.1990:80
40 菲利普·科特勒.市场营销原理.北京:中国人民大学出版社,2001:114-223
41. 祁鸿.现代市场营销大全.经济管理出版社,1990:82-85
42. (美)佩罗特(Perreaullt.W.D), (美)麦卡锡(Mccarth.E.J)著.梅消豪, 周支柱译.基础营 销学.上海:上海人民出版社,2000:76-93
43 David H.Henard and David M. Szymanski. Why Some New Products Are More Success Than Others. Journal of Marketing Research Vo1.38 No.3 2001:362-374
44 C.K .Prahalad and Ghamel. the Core Competence of the corporation. Harvard Business Review.May-June.1990:134-136.
45 陈放, 谢友.品牌策划.北京:时事出版社版,2001:38-181
46 Kevin L.Web Managing Channels of Distribution in the Age of E1ectronic Commerce . Industrial Marketing Management.2002,(31):95-l02
47 屈云被, 勒丽敏.网络营销.北京:企业管理出版社,2002:47-51
48 Ricardo Emat, Bardia Karmrad. through Modularization and Evaluation of Supply Chain Structures Postponement. European Journal of Operational Research.2000:124
49 Jon Hunghes and Bill Michels. Transform Your Supply Chain in Business. Thomson Business Press.1998:146
50 刘韬.绩效考核—走出失败的泥坛.销售与市.2004,(5):66-67
51 Caves R. E. Industrial Organization. Corporate Strategy and Structure. Journal of Economic Litrature.1980:64-92
52 Hitt.M. A. Strategic Management—Competitiveness and Globalization .Second edition. West publishing company.1996:143-146
53 Paul postman. The new marketing ERA—Marketing to Imagination In a Technology-Driven World.McGraw-Hill.1999:125-126
54 Zeithaml.VA (1988) consumer perceptions of price, quality and value. a means end model and synthesis of evidence.Journal of Marketing.VOL52, July:20-22
55 胡泳.你的奖励为什么无效.中外管理.2003,(11):44-45
56 Kot1er Philip.Marketing Management-Analysis, Planning, implementation and Cont-rol.8th Edition Pretice Hall Englewood Cliffs.NJ.1994:358-367
2 罗锐韧.哈佛管理全集.企业管理出版社,1997:40
3 阿诺尔特.史世伟等译.市场营销战略-通往成功的十步.华夏出版社.2001:15
4 周志明等.低迷市场中的营销战略.中外管理.2004,(8):44-45
5 田洁, 王继平.大规模定制营销—21 世纪市场营销的新趋势.前沿.2003,(11):44-46
6 纪宝成.市场营销学教程第 2 版(修订版).北京:中国人民大学出版社,1999:3-5
7 刘冀生.企业经营战略.北京:清华大学出版社,1995:5-6
8 Mintzberg Harry. The Fall and Rise of Strategic P1anning.Harvard Business Review. 1994:107-114
9 Robert. M.Grant. Contemporary Strategy Analysis, Concepts, Techniques, Appllication. 3th Edtition.Blackwell Publishers Ltd,1998:12-23
10 (美)科特勒(Kotler.P), (美)阿姆斯特朗(Armstrong.G).愈利军译.营销学导论.北京:华 夏出版社,l998:74-82
11 Walker, Orville and Ruekert,ect. Marketing's Role in the Implementation of Business Strategies:A Critical Review and Conceptual Framework. Journal of Marketing.2003, (6):51
12 Denise Jarratt, Ramzi Fayed. The Impact of Market and Organizational Challenges on Marketing Strategy Decision-marketing.A Qualitative Investigation of the Business to Business Sector Journal of Business Research.2003,(5):61-72
13 樊晴晴.探索摩托罗拉成功经验.企业技术开发.2004, (12): 44-46
14 郭春晓.摩托罗拉、诺基亚、三星手机的定位与营销策略.市场营销案例. 2005, (7): 30-34
15 三星手机的成功启示.新财经.2005,(2):74-75
16 邹昭瞬.企业战略分析.经济管理出版社,2001:20
17 人民网:www.people.com.cn.进网许可证不再保终身
18 白津夫等.大企业定位国际竞争力.中国财政经济出版社,2002,(7):3
19 周子学主编.发展中的我国手机产业.电子工业出版社,2003:56-58
20 谢健.经济结构的变动与区域经济的差异分析.中国工业经济.2003,(11):34-36
21 赛迪网:www.ccidnet.com.新一代手机技术完全解读 3G.
22 www.c114.net.中国 3G 渐行渐进
23 迈克.竞争战略.陈小悦译.1997 年版.华夏出版社.
24 天极网:www.yesky.com .信产部发布国内手机市场份额排名.
25 www.sina.com.cn.彻底调查:中国手机产业竞争能力分析报告.
26 中国移动电话市场竞争状况分析.中国计算机报.2004,(2)
27 司俊平.变数横生—国产手机打哪张牌.通讯信息.2004,(7):42-44
28 东方市场研究有限公司 IT 研究组.手机市场消费动态.销售与市场.2004,(10):40-58
29 中国电子信息产业发展研究院(CCID)及其属下赛迪信息)咨询有限公司.2004 年中国手机消费调查报告.通信产业报.2004,(11)
30 康荣平, 柯银斌.中国企业评论—战略与实践.企业管理出版社,1999:62-68
31 王子鹏.波导公司手机产品冲出重围.经济观察报.2003,(9)
32 赵旭.手机营销渠道的模式及零售终端管理.现代管理科学.2004 (1):45-46
33 William P.,Putsis Jr. and Barry L .Bayus. An Empirical Analysis of Firms' Product Line Decisions. Journal of Marketing Research Vo1.38 No.l 2003:110-118
34 温卫平, 李颖生.中国手机市场品牌报告.销售与市场.北京:企业管理出社, 2004 (11):42-55
35 蓝东, 胡人力.核心竞争力—企业制胜的根本.企业经济.2003,(12):34-38
36 汉斯, 郝希庚.战略营销管理—有关营销战略开发的概念.上海交通大学出版社, 1995:66-74
37 Porter Michael E. Competitive Advantage. The Free Press .New York.1985:248-265
38 Arch. W Shaw. Some Problems in Marketing Distribution. Harvard University Press.Cambridge1975:112
39 Ejerome Mc.,Carthyand William. Derreault Basic Marketing.EleventhEdition.1990:80
40 菲利普·科特勒.市场营销原理.北京:中国人民大学出版社,2001:114-223
41. 祁鸿.现代市场营销大全.经济管理出版社,1990:82-85
42. (美)佩罗特(Perreaullt.W.D), (美)麦卡锡(Mccarth.E.J)著.梅消豪, 周支柱译.基础营 销学.上海:上海人民出版社,2000:76-93
43 David H.Henard and David M. Szymanski. Why Some New Products Are More Success Than Others. Journal of Marketing Research Vo1.38 No.3 2001:362-374
44 C.K .Prahalad and Ghamel. the Core Competence of the corporation. Harvard Business Review.May-June.1990:134-136.
45 陈放, 谢友.品牌策划.北京:时事出版社版,2001:38-181
46 Kevin L.Web Managing Channels of Distribution in the Age of E1ectronic Commerce . Industrial Marketing Management.2002,(31):95-l02
47 屈云被, 勒丽敏.网络营销.北京:企业管理出版社,2002:47-51
48 Ricardo Emat, Bardia Karmrad. through Modularization and Evaluation of Supply Chain Structures Postponement. European Journal of Operational Research.2000:124
49 Jon Hunghes and Bill Michels. Transform Your Supply Chain in Business. Thomson Business Press.1998:146
50 刘韬.绩效考核—走出失败的泥坛.销售与市.2004,(5):66-67
51 Caves R. E. Industrial Organization. Corporate Strategy and Structure. Journal of Economic Litrature.1980:64-92
52 Hitt.M. A. Strategic Management—Competitiveness and Globalization .Second edition. West publishing company.1996:143-146
53 Paul postman. The new marketing ERA—Marketing to Imagination In a Technology-Driven World.McGraw-Hill.1999:125-126
54 Zeithaml.VA (1988) consumer perceptions of price, quality and value. a means end model and synthesis of evidence.Journal of Marketing.VOL52, July:20-22
55 胡泳.你的奖励为什么无效.中外管理.2003,(11):44-45
56 Kot1er Philip.Marketing Management-Analysis, Planning, implementation and Cont-rol.8th Edition Pretice Hall Englewood Cliffs.NJ.1994:358-367
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