中国手机终端市场经营策略剖析

Analysis of Handset Marketing Strategies in China

目前,手机生产过剩,市场需求趋于饱和,各手机厂商不断调整经营策略,以提高核心竞争力。首先分析了全球手机产业的竞争要素,然后对中国手机厂商的总体竞争格局进行了归纳和总结,从产品策略、渠道策略、价格策略和市场推广策略等几个方面探讨了中国手机市场的经营特点。最后,对中国几家典型的手机厂商的差异化市场经营策略进行了分析。

The handset market is saturated at present for overproduction. The handset manufacturers modified their strategies to improve competitive strength. This paper first analyzes competitive factors of global handset market, then summarizes features of Chinese market and vendors from production, channel, price and promotion strategies. At last, it also analyzes differentiated marketing strategies of typical vendors in China.