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论文编号：	5016
作者编号：	2220080867
上传时间：	2013/2/27 10:19:08
中文题目：	诺基亚在中国市场中的手机产品营销策略研究
英文题目：	The Study of Nokia’s Marketing Strategies in Chinese Market
指导老师：	赵伟
中文关键字：	诺基亚，手机市场，环境分析，营销策略
英文关键字：	Nokia，Mobile phone market，Environment analysis，Marketing strategy
中文摘要：	诺基亚是全球领先的电信设备供应商，在手机生产和销售上曾是中国市场乃至全球市场的霸主。诺基亚引领了一次又一次的手机变革潮流。在智能手机推出的初期，诺基亚同中国运营商强强联手，力推塞班系统，在中国智能手机市场上独占鳌头。然而自2010年，iOS和安卓系统的强势出击，逐步将塞班挤出市场，而曾经的市场霸主诺基亚，其地位也已经被三星替代。所以研究诺基亚手机产品现状及其营销策略，对于了解中国手机市场格局及传统企业如何从市场竞争中突围，是有重要的理论和实践意义的。本文即从目前中国手机市场的发展状况出发，通过对2011年中国手机市场的发展情况分析，了解到诺基亚在目前中国市场中的地位。依托PEST、SWOT等分析模型，分析了诺基亚目前所面临的宏微观环境，认为虽然诺基亚目前组织庞大、机制复杂且缺乏对消费者的认知和把握因而丢失了市场份额，但是在其强大的研发实力和成熟的管理经验基础上，如果能够采取有效的营销策略，提供消费者所需的优质产品，就能够继续保持良好的企业形象和较高的市场份额。本文通过分析，提出诺基亚应该采取的营销策略主要有：在产品上，优化智能手机和功能型手机的产品线，并不断进行产品的技术创新。智能手机依托windows phone平台，营造集硬件、软件、应用为一体的生态系统，功能型手机继续以高质量、多功能、方便使用维持市场；在价格上，通过不同的产品定价覆盖不同的目标市场，智能手机以高端为主，中端为辅，功能型手机继续瞄准低端市场；在渠道上，强化与中国移动、联通和电信三大运营商的合作，加快产品铺货力度，并根据新形势进行有效的渠道变革；在促销上，加大投入进行终端促销，通过大范围的广告宣传改变消费者对诺基亚的传统形象，并利用微博等新的网络宣传平台来推广新产品，拉近诺基亚与普通消费者之间的距离。
英文摘要：	Nokia was the leader of mobie phone producers in Chinese market or even the world market ever, so it leaded many fashions in telephones’ product changing. At the front period of smartphone, Symbain by Nokia was very famous and occupied the most market share in China. However, with the development of iOS and Android, Symbain’s share became smaller and smaller. As a result, Nokia’s place was replaced by SAMSUNG and iphone. So, discussing Nokia’s products and its marketing strategies, is very valuable for us to understand how the old company gets new competing advantages in Chinese market. Based on the analysis of Chinese mobie phone market in 2011, this study points at understanding Nokia’s place in Chinese market and analyzing the macro and micro environment it faces now by using PEST and SWOT model. The result shows that though Nokia has a very bloated organization and lacks for understanding consumers’ need, it can keep the advantages and gets its market share back if effective maketing strategies were carried out. The strategies can be like these: paying attention to product appearance, developing new products and then the product line can be expanded. Nokia should pricing its products by differentiation strategy, namely that making its price gap away from competitors. Regional general agent and DF can be used to build the channel network and a serious of boutiques to sell the products. Besides, Nokia can develop the good relationship with consumers by amouts of advertisement and promotion.
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