国产智能手机行业现状及营销策略分析本科毕业论文.doc

本科毕业论文 国产智能手机行业现状及营销策略分析 CURRENT STATE OF THE SMARTPHONE INDUSTRY IN CHINA AND ANALYSIS OF MARKETING STRATEGY 国产智能手机行业现状及营销策略分析 摘要 随着智能手机的不断发展，国内手机制造商也逐渐重视智能手机的品牌价值与营销策略，然而就目前来看由于对智能手机的认识不足，总体上国内的智能手机仍然处于盲目的发展状态。 目前中国市场被苹果和谷歌两个企业瓜分，苹果在高端市场一家独大，其独特的企业文化和高端的设计吸引无数消费者追随，而谷歌则依靠开源安卓系统占领大部分国产智能手机市场。国产智能手机无一例外带有谷歌的基因，得以快速发展的同时也受制于各种知识产权打压。 在近几年的智能手机竞争中，小米凭借其独特的营销手段获得广大消费者的喜爱，小米手机同样存在国产只能手机共通的一些缺点，为此国内的手机开发商可以借小米作为窗口展望未来智能手机的品牌与营销趋势， 借鉴小米的成功之处，从而在未来国际化的竞争中取得优势。 关键词：智能手机，行业现状，营销策略，小米zhi CURRENT STATE OF THE SMARTPHONE INDUSTRY IN CHINA AND ANALYSIS OF MARKETING STRATEGY ABSTRACT With the continuous development of smartphone， the domestic smartphone manufacturers are also increasing emphasis on Smartphone brand value and marketing strategy， but for now， due to the lack of knowledge of smart phones， smartphone overall domestic state of development is still blind . Nowadays，the Chinese market is divided by Apple and Google ,the Apples dominance in its unique corporate culture and high-end design attracts many consumers to follow, while Google relies on open-source Android system occupied most of the domestic smartphone market.Domestic smartphone with Googles genes without exception,while it has great rapid , however,also subjet to virous pressure. In recent years，Xiaomi has aroused great number of consumers’ interest with its unique marketing and quality ， however， there are also common shortcomings with it， so the domestic smartphone manufacturers can look to the future by learning the marketing and brand strategy. Learning from the success of Xiaomi ， KEYWORDS：smartphone，current state of the industry，marketing strategy，xiaomi s 目录 摘要 I ABSTRACT II 引言 1 1 智能手机概述及行业现状分析 1 1.1智能手机概述 1 1.2 功能机到智能机的跃进 1 1.3 一体化生态系统的形成 2 1.4 手机商业模式转变 2 1.5智能手机陷入创新瓶颈 3 2 国产智能手机营销环境分析 4 2.1 整机产业发展现状 4 2.2 智能操作系统市场现状 5 2.3 品牌关注格局 6 2.4面临知识产权的软肋 6 3 Apple系和Android系厂商商业模式分析 8 3.1 文化的差距 8 3.2 利润的真相 8 3.3 业界的博弈 9 4 国产智能手机营销策略研究 10 4.1小米公司概况 10 4.2小米公司营销策略分析 11 4.2.1 概念营销 11 4.2.2 定价策略 11