国产手机品牌市场份额下降原因及对策分析

发布时间：2018-03-31 07:30

本文选题：国产手机　切入点：市场份额　出处：《北京第二外国语学院》2008年硕士论文

【摘要】： 中国的手机市场经过20来年的发展,现在已经成为全球第一大市场。但是,国产手机发展却并非一帆风顺。98年开始到2003年,国产手机经历了飞速的发展,到03年市场占有率还超过了50%。但是从03年后,国产手机便持续走低,到了2007年6月,市场分额降到了31%左右。国产手机能够在短期内崛起,其原因包括政府的政策支持、自身市场定位准确、自建强大营销渠道和成功的推广措施、国外厂商策略失误等等。而国内厂商最近几年的持续低迷,其背后的成因更加值得思考。本文从核心竞争力的角度出发,力求探索国产手机竞争力缺乏的深层次因素以及应对策略。本文作者通过大量阅读和分析相关资料的基础上,认为国产手机在市场变化过程中无法抵挡国外品牌进攻最主要原因是核心竞争力的缺失。而要在这个瞬息万变的大市场中幸存下来,并取得持续的发展,除了利用外部条件之外,更加重要的是培育自己的核心竞争力。在本论文中,作者采用了理论联系实际的方法,通过大量的数据和实例来支撑文中的论点。文中涉及的理论主要是现代企业管理中的核心竞争力理论,其中还穿插了一些市场营销学的基本原理,主要分析了国产手机前期(1998-2003)快速发展和后期(03年至今)走向低谷的原因。最后就如何摆脱低谷获得持续性增长提出了一些建设性意见和措施。
[Abstract]:After more than 20 years of development, China's mobile phone market has now become the largest market in the world. However, the development of domestic mobile phones has not been smooth sailing. From 1998 to 2003, domestic mobile phones experienced rapid development. By 2003, the market share had exceeded 50%. But after 2003, the domestic mobile phone continued to decline, and in June 2007, the market score dropped to about 31%. The reasons for the rise of domestic mobile phones in the short term include government policy support, accurate market positioning, strong marketing channels and successful promotion measures. The reasons behind the sustained downturn of domestic firms in recent years are even more worthy of consideration. This article starts from the angle of core competitiveness. The author tries to explore the deep-seated factors and coping strategies of the lack of competitiveness of domestic mobile phones. On the basis of a lot of reading and analysis of relevant materials, It is believed that the main reason why domestic mobile phones cannot resist the attack of foreign brands in the course of market changes is the lack of core competitiveness. In order to survive in this rapidly changing large market and achieve sustained development, In addition to the use of external conditions, it is more important to cultivate their core competitiveness. In this paper, the author adopts the method of integrating theory with practice, and supports the argument through a lot of data and examples. The theory involved in this paper is mainly the core competence theory in modern enterprise management. There are also some basic principles of marketing. This paper mainly analyzes the reasons for the rapid development of domestic mobile phones (1998-2003) and the low trend in the latter period (2003 to present). Finally, some constructive suggestions and measures are put forward on how to get rid of the trough and get sustained growth.
【学位授予单位】：北京第二外国语学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.6

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