关于中国某品牌手机的市场战略分析

小编导读：本文由留学生中心留学生市场营销管理论文专栏整理提供，全文就中国的某品牌手机的市场战略进行了相关的，以下节选论文的正文第一章节部分进行展示，供大家参考。 Chapter 1 Introduction 1.1 Background If you care about the latest mobile phone market dynamic, so you must know recently on the mobile phone market dark horse-MIUI mobile phones. M1 mobile phone is a high-performance class smart phone. MIUI released in August 2011 which pricing at 1999 Yuan, mainly for mobile phone enthusiasts, It uses the online sales mode and is the world's first dual-core 1.5 GHz smart phone. Mobile phone production by Nevada generation of labor, the mobile phone operating system USES millet independent research and development of the MIUI operating system. MIUI company founder, in talking about why do MIUI mobile phones, Lei Jun said that as the current development trend, the future of market in China is mobile Internet world. Smart phones and applications bear most users’ demand, although they spent a lot of money to buy mobile phones during the past many years. From Nokia, MOTOROLA, Samsung, to the iPhone right now, but in the using process there are many problems such as bad signal, broken broad daylight, etc unsatisfactory places. As senior mobile phone enthusiasts, they know only the height of the hardware and that software can make a good effect with, just have to enhance the ability of the mobile Internet user experience. Based on the ideas and ideals, we have a passion for a business partner of a dream, facilitates thehttp://uklunwen.cn/mtk/2048.html driving force of the mobile phone do millet. In this paper, I will focus on the analysis of the marketing strategy of MIUI intelligent telephone and put forward some suggestions. China mobile phone industry rely on rapid development of the market, continue to maintain http://uklunwen.cn/mtk/ a rapid growth momentum of development. Mobile phone operators are also strongly committed to innovation in the mobile phone, pursue a more special kind to take advantage of competition in the market .At this time smart phone will follow the trend of the times and come out. HTC with Google Android and Iphone with IOS System suddenly swept the globe. They favorably challenge Nokia's market top share in the Chinese market. The era of progress in the development of society has come. In order not to lag behind so long we have to do innovation, we must keep up with the pace of the times. Domestic mobile phone has made a breakthrough in mass, but the system, quality, marketing; publicity must keep up with foreign brands. The advantage of market share is very weak. Domestic Meizu comply with a times to appear in front of the consumer, which let all of the domestic mobile phone operators have a reference example. Then today, Beijing MIUI technology companies bring a more impact phone which is called MIUI phone. 1.2 Current smart phone sales status in our country For the old mobile phone companies, such as Nokia, Motorola, Samsung, LG, original sale channel still plays an important role, we can buy their products in all kinds of mobile phone stores or shops. At the same time these old brand manufacturer also began to actively expand sales channels, such as the establishment of their own website, direct marketing, and cooperation sales with Xin Dan, Jing Dong Mall. The products of these enterprises get higher degree of recognition, and have coverage of the different consumption level, occupy half of the smart mobile phone sales. For the mainland new mobile phone enterprises, mainly three, Apple, Blackberry and HTC.The majority Apple and Blackberry's products are smuggled goods, they are sold in some famous smuggled goods markets suchhttp://uklunwen.cn/mtk/2048.html as Zhujiang Road and Zhongguancun. HTC has almost been a byword of Android Smart phone to get good sales. After these three enterprises entering the mainland market, Blackberry choose to cooperate with the operators to develop high-end commerce users. HTC and Apple select to set up shops and Authorized stores in China to sell bare phones, the sales groups are also high-end consumer groups. HTC and Apple have a large number of supporters. In addition, bundle with operators is also an important way of sales of smart phones. China Unicom depend on WCDMA standard, it has iPhone sole agent rights in China so far, which bring a large number of high-end customers. And China Telecom catches Android this straw, on the one hand cooperate with foreign manufacturers to sell large quantities of high-end C-net phone, on the other hand cooperate with domestic first-line mobile phone manufactures such as ZTE, Huawei to launch smart phones which are almost 1000 yuan. China Telecom occupy parts of the low-end smart phone market. 1.3 MIUI's plight In the smart phone sales situation which has talked above, we can see that although the smart mobile phone will rise for not a long time , the market can be said to be bloody, competition is unusually intense. MIUI is a newcomer to the manufactures, how to attract attention , how to do the difference with other domestic enterprises, how to seize one of the few market shares and having no bargaining power to reduce costs are problems that MIUI should face.