联想手机的营销策略分析---以xx市场调研分析为例

摘 要

手机作为通讯工具与人们的生活息息相关，我国人口基数大，因此手机行业在我国有着巨大的消费能力，与此同时手机行业面临着巨大的竞争，一方面 中国手机市场生产能力过剩，品牌繁杂，激烈的市场竞争导致价格持续降低，手机业已经步入微利时代，公司的利润受到严峻挑战；另一方面国外品牌强力的市场渗透，又使得国内手机品牌面临产品同质化、定位趋同、渠道建设乏力等问题。在这种情况下怎样如何发挥营销管理的作用，如何面对复杂的竞争是各个生产厂家亟需解决的问题，也是学术界值得我们思考的一个问题。
本文首先在前言中提出了研究问题的背景和意义，之后介绍了联想企业集团公司，对手机市场的营销背景及趋势作了概述；在系统地分析诺基亚、摩托罗拉和夏新营销策略的基础上，阐明了上述企业营销的特点。接着运用市场营销的理论和方法，结合市场营销环境理论、营销组合理论，系统的分析了联想手机在郑州市场的产品策略、价格策略、渠道策略、促销策略。指出了联想手机的存在的问题和给我们的启示，供大家参考。

关键词：手机；竞争；营销策略
Abstract

The cell phone as the communication facility is closely related to people′s life. Our country has large population, so the cell phone industry has huge power of consumption in our country. Meanwhile, cell phone industry meets intense competition. On one hand, the productivity in China cell phone market is surplus and the brand is numerous and diverse, The intense competition makes the price drop. Thus the cell phone industry has stepped into meager profit time and company′s profit faces serious challenge. On the other hand, the intense market penetration of overseas brand makes domestic brands face the questions of homogeneous product, localization and non-dynamic channel construction, In this case, how to display the function of marketing management and how to face the intense competition are both the urgently soluted question of  all factories and the question we should think about.
First, in the foreword of this thesis the author presents the background and the significance of the study. Then the author makes an introduction of Lianxiang Group and outlines the marketing background and threats of the cell phone market. Based on the analysis of the marketing strategy about Nokia , Motorola and Xiaxin brand I clarify the features of above enterprises and then apply the marketing theory and method. Combining the marketing environment and the marketing portfolio theory, I analyze the product strategy, pricing strategy, drainage strategy, and promotion strategy of Lianxiang cell phone systematically in Zhengzhou market. I also point out the existence problem of Lianxiang cell phone and the inspiration to us. For your reference.

Key Words: Cell phone; Competition; Marketing Theory

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