文档介绍：索尼爱立信手机在中国市场的营销策略的研究与分析
学院:影视艺术技术学院
专业:广告学
学生姓名:顾晓琳
学号:02120750
指导老师:徐光夫
目录
(一)公司简介………………………………10
(二)索尼爱立信手机的SWOT分析………12
(一)营销组合理论概述……………………14
(二)索尼爱立信手机的产品策略…………15
(三)索尼爱立信手机的价格策略…………16
(四)索尼爱立信手机的渠道策略…………18
(五)索尼爱立信手机的促销策略…………19
(一)产品外观多样化………………………22
(二)市场细分合理定价…………………22
(三)继续拓宽营销渠道……………………23
(四)加强形象店建设提升品牌形象……23
摘要
2001年10月,爱立信公司与索尼公司合并重组了索尼爱立信公司,在业界一致看好这"天作之合"的大好形势下,索尼爱立信公司却连续15个月处于亏损状态;2003年,正当大家对索尼爱立信失去信心之时,它却奇迹般地复活,俨如中国通信市场上叱咤风云的一匹"黑马";2004年,国内整个手机业处于跌宕起伏的产业环境下,,从来没有任何一个像索尼爱立信那样,在成立短短的几年时间里,不论是公司品牌,产品知名度,美誉度,还是产量的增长情况,,以索尼爱立信手机为研究对象,以索尼爱立信手机的营销策略及其相关方面为主要研究内容,试图通过索尼爱立信中国有限公司在中国手机市场上采用的营销策略进行研究,根据所学知识与实践,.
关键词:索尼爱立信手机营销策略
ABSTRACT
Ericsson and Sony were merged into Sony Ericsson in October, 2001 when the whole industry saw the merger as a bination. Sony Ericsson suffered essive losses in the following fifteen months. The conglomeration survived miraculously in 2003, like a "black horse" running quite far away in the market of China, while everyone almost lost their confidence in the brand. In 2004, even in the unstable situation of the domestic cell phone industry, the sales achievements of Sony Ericsson are still in the rise step by step. Not a one manufacturer has made it out that in the few years just after the foundation, pany became a myth in terms of brand, fame, public praise, output increase as well as market share, except Sony Ericsson. The article tried to research Sony Ericsson mobile phones, and the marketing and relative tactics taken by Sony Ericsson in the Chinese cell phone market under the pretext of the whole domestic industry, and made analysis on the reason for Sony Ericsson's ess according to the writer's acknowledgements and practices. It's the sincere wish from the writer that the article could be a favor to the development of local brand of mobile phone.
KEY WORDS: Sony Ericsson mobile phone marketing strategy