魅族手机营销策略研究.doc

摘要:随着经济的发展和社会的进步，人们在物质生活方面有了更高的需求，在电子数码产品方面更是日新月异，而手机是日常的工作和生活中必不可少的了。随着中国加入世贸组织，国内外的众多品牌的手机纷纷呈现在消费者眼前，国内市场的电子数码产品越来越多，但是国产品牌的手机一直不是很受青睐，而越是这种激烈的竞争下越是有中国人自己的品牌诞生，例如步步高、魅族、OPPO、小米等品牌,魅族手机是国产手机的十大品牌之一，是珠海魅族科技有限公司最重要的产品。随着这些品牌的手机在市场中的占有率越来越大，对于消费者的影响力也越来越强，直到占据一定的稳定的市场时，国产品牌所表现出的影响力是不容忽视的，在这些有影响力品牌中的魅族则是具有代表性的案例。

　　　本文以魅族手机为研究对象，通过对魅族科技有限公司的深入了解，对企业内部的环境分析，企业外部的宏观市场环境分析，以及采用SWTO分析法，分析魅族手机在激烈的市场竞争中的优势、劣势以及会面临的机遇与挑战；采用营销理论的4P（产品、价格、促销、渠道）策略，加上国产手机应该重视的品牌策略以及魅族所特有的饥饿营销策略来研究魅族手机的营销策略。发现魅族手机营销策略中所不足的，并给与意见以及建议，为魅族手机的今后发展有一个建设性的意见，希望有助于魅族手机今后的发展，也为国内企业的发展战略提供一个有效案例，对魅族本身以及整个中国手机数码市场有指导意义。

关键字：营销策略  SWOT  手机市场

ABSTRACT:With economic development and social progress, people's material life have higher demand, electronic digital products is changing, and the phone is the daily life and work indispensable. With China's accession to the WTO, many brands of mobile phones at home and abroad have presented in the eyes of consumers, the domestic market of electronic digital products, more and more, but the domestic brands of mobile phones has not been popular favor, and the more this intense the more competition there is the birth of China's own brands, such as backgammon, Meizu, OPPO, millet and other brands is the case, Meizu phone is one of the top ten brands of domestic mobile phone, Meizu Technology Co., Ltd. of Zhuhai's most important product. As these brands of mobile phones in the market share is growing, consumers are increasingly strong influence until occupy a certain stable market, the domestic brands have shown the impact can not be ignored, in these influential brands Meizu is a representative case.

In this paper, Meizu phone as the research object, through the Meizu Technology Co., Ltd. in-depth understanding of the internal environment analysis, corporate external macro market environment analysis, and the use of SWTO analysis, analysis Meizu phone in the fierce market competition advantage , weaknesses and the opportunities and challenges will be faced; adopt marketing theory 4P (product, price, promotion, channel) strategy, coupled with the domestic mobile phone brand strategy and should pay attention to the unique Meizu hunger marketing strategy for the Meizu phone marketing strategy . Meizu phone found in the inadequate marketing strategies and give advice and suggestions for the future development of Meizu phone has a constructive comments, Meizu wish to contribute to the future development of mobile phones, but also for domestic enterprises to provide an effective development strategy case for Meizu itself and the entire Chinese mobile digital market has guiding significance.Keywords: Marketing Strategy SWOT mobile phone market

　　　随着改革的深入、社会的进步，人们在物质生活方面有了更高的需求，在电子数码产品方面更是日新月异，日常的工作和生活中已经是不可获缺了，但是在这种快速更新的电子数码产品市场中，国人的产品一直不是很受青睐，而俞是这种激烈的竞争下俞是有中国人自己的品牌诞生并呈现在大家的眼前。例如步步高、魅族、OPPO等品牌便是如此。直到这些企业的成长、直到占据一定的稳定的市场时，我们发现其表现出的影响力是不容忽视的，在国人有影响力品牌中的魅族则是最具代表性的国人为梦想奋斗中的成功案例，它未来的发展战略对整个魅族是至关重要，影响到公司能否在整个手机数码市场的存活和发展，而且也牵动这国内手机数码市场，甚至是世界的手机数码市场。所以对魅族公司发展战略的研究，不仅为企业发展战略提供了有效案例，而且有助于魅族公司的未来存亡和发展，对其本身和整个中国手机数码市场也都是意义深远的。