魅族手机品牌重塑的策略研究及启示

Research and Enlightenment of Meizu's Rebranding Strategy

魅族从2009年进入手机行业,得益于在智能手机行业发展初期对产品、用户的重视,创建了小而美的手机品牌。但随着市场的变化,魅族固有的品牌经营理念在智能手机的红海市场中面临着被边缘化的危险。在此状况下,魅族在2014年充分整合行业资源,启动了品牌重塑计划。本文首先阐述了品牌重塑的相关理论,然后分析了魅族手机品牌重塑的内外动因,并对魅族手机品牌重塑的具体策略进行了详细阐述,这些策略包括广告传播策略、公关传播策略、销售促进传播策略、人际传播策略四个方面,最后总结归纳出魅族手机品牌重塑带来的启示。

Meizu entered the mobile phone industry in 2009 and had been known as a 'small and beautiful' mobile phone brand owing to its concern on products and users in the ear-ly development stage of the smart phone industry. However, as the market changed, Meizufaced the risk of being marginalized in the Red Sea market of smart phones because of its inher-ent brand management concept. In this case, Meizu fully integrated industry resources andlaunched the rebranding program in 2014. This paper firstly explained the related theories of re-branding,and then analyzed the internal and external causes for Meizu's rebranding and specificrebranding strategies. These strategies include advertising communication strategy, PR strategy,sales promotion strategy,interpersonal communication strategy. Finally this paper summarized theEnlightenment of Meizu's rebranding strategy.