国虹手机市场环境及营销策略研究

摘  要
近几年来，随着人们物质生活水平的提高及科技的普及，手机已经成为大众电子消费品。国虹手机作为国产手机的后来者，充分利用了与运营商关系密切、开发能力强等优势，逐渐步入了国产手机前三强。
本文运用调查研究和理论研究,分析了国虹手机的市场环境，并运用SWOT工具对国虹手机优劣势和机遇威胁进行了分析，得出了国虹手机应该运用SO战略。文章最后是对国虹手机营销策略的完善提出建议：在产品策略上，应该走创新型产品策略道路，并要注重技术和服务的创新；在价格策略上，应运用产品生命周期和竞争导向定价法；在分销渠道上，应该加强渠道管理，促进渠道创新；在促销策略上，应该丰富促销手段，提高产品知名度。本文研究的目的在于对国虹手机公司制定营销策划方案有一定的借鉴意义。

关键词：国虹手机；SWOT分析；营销策略
tudy on the Mobile Phone Market Environment and Marketing
Strategy Research of Guohong

Abstract
In recent years, the mobile phone has become a mass consumer electronics with the material standard living of people and the popularity of technology. The Guohong mobile phone as a handset late of domestic mobile phone, is entering gradually the first three strongest of domestic mobile phone, which make full advantage of the close relationship with operators, and the powerful ability of development.  
Base on investigation and theoretical study, mainly analyzes the marketing environment and obtains the SO strategy by using the SWOT tools to analyze the advantages, disadvantages ,opportunities and threaten of Guohong mobile phone. Finally, raises some recommendations to perfect the marketing strategy of Guohong mobile phone, which contain  that product strategy should be innovate and should pay attention to technology and service innovation; the pricing strategy should use the product life cycle and competitive pricing method to oriented; In the distribution channel, the channel management should be strengthen to promote the channel innovation; In promotion strategy, enriche the promotion methods in order to improve the product well-knownness. The purpose of this study is that it will have some reference for drafting the marketing programs.

Key words: Guohong phone; SWOT analysis; Marketing Strategy

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】