文档介绍：精品资料
摘要
随着人们生活水平的提高以及科学技术的发展,手机越来越成为人们生活中不可或缺的电子消费品。在竞争激烈的市场环境以及科技推陈出新日益加速的大前提下,国产手机自主品牌要立足国内并走向世界还面临诸多困难和问题,主要有过分强调市场占有率;产品低价扼杀创新后劲;缺乏自主技术;品牌认同度和美誉度低;同质化严重;外形模仿泛滥;质量参差不齐等问题。针对这些问题的对策主要有实行差异化;寻找目标市场,瞄准市场需求;打通产品营销渠道,完善售后服务体系;加大技术上的投入;确立清晰的企业战略;重视品质等等。只有这样,自主品牌的国产手机才能取得双重胜利,即国内市场和国外市场上的胜利。
关键词国产手机自主品牌双重胜利出口对策
ABSTRACT
With the improvement of people’s living standard and the development of technology, mobile phone has e an essential electronics to consumers. In the premise of petition and acceleration of technology innovation, domestic mobile phone with independent brand faces many difficulties and problems before it achieve ess at home and aboard. For example, excessively emphasize the market share; the low price stifles innovation stamina; lack independent technology; brand identity is low; homogenization is serious; outline imitating is in flood; quality is variable and so on. The solutions to these problems are concerned with implementing differentiation; searching for the target market and aiming at the need; opening up the product marketing channel and improving the after-sales service system; increasing the technical inputs; establishing clear enterprise strategy; valuing quality etc. Only in this way can the domestic mobile phone with independent brands achieve the double victory that is the ess both at home and abroad.
KEY WORDS Domestic mobile phone with independent brands Double victory Export countermeasures
目录
摘要 2
引言 4
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MTK平台加速国产手机的同质化 12
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结语 18
谢辞 19
参考文献 20
引言
在世界经济全球化的浪潮中,随着中国市场的逐渐放开以及一系列“引进来,走出去”政策的实施,国外的产品流入中国,中国的产品也越来越走向世界。这对中国品牌的手机跨越国界走向国际既是机遇,也是挑战。一方面,新的科学技术不断流入国内,中国有更多的机会去借鉴和学习