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| 论文编号： | 762 | |
| 作者编号： | 2120062298 | |
| 上传时间： | 2008/12/10 11:22:34 | |
| 中文题目： | 中国手机制造企业战略的产品市场 | |
| 英文题目： | Research on Interactive Compet | |
| 指导老师： | 李亚 副教授 | |
| 中文关键字： | 互动竞争;手机制造企业;产品市场 | |
| 英文关键字： | Interactive Competition;Mobile | |
| 中文摘要： | 从1987年中国第一个移动通信网络的开通,拉开了中国移动通信产业的发展的序幕，同时也拉动了中国手机制造业的发展。中国从无到有,已经建立了比较完善的产业体系,并且发展成第一生产大国和第一市场大国。中国手机市场的巨大增长潜力引来众多厂商角逐，几乎世界所有手机知名品牌都已进入中国市场。目前，中国手机市场已经出现供大于求的局面,行业整体利润不断下滑，各手机制造企业为赢得市场份额，手机制造企业之间互动竞争日趋激烈。 企业之间的互动竞争存在于产品－市场、价值链、资源与核心能力和战略意图等多层次之中。但是体现互动竞争的动态性和快速响应性的竞争是产品－市场层次的竞争。本文研究的即是中国市场上的手机制造企业在战略的产品－市场层面的互动竞争。在产品－市场层面，企业如何分析手机制造企业的竞争格局和竞争对手的策略，正确选择与竞争对手竞争的行为与策略，以建立优于竞争对手的市场地位，本文做了详细论述。第一章是绪论，对本文研究背景、研究目的、研究范围和论文框架进行了描述。第二章主要回顾了互动竞争的一些相关理论。第三章论述了中国手机制造企业竞争的状况与基本内容，分析了手机制造企业当前的竞争格局，研究了中国手机市场中手机制造企业的战略分组、层次结构以及产品－市场层次互动竞争的基本种类。第四章着重分析了手机制造企业产品－市场层次竞争的行动种类及手机制造企业应采取的竞争策略，主要包括产品的互动竞争、销售渠道的互动竞争、产品定价的互动竞争以及品牌的互动竞争。第五章分析了手机制造企业互动竞争的行动阶段，按照手机制造企业产品推出的各个阶段，对竞争内容的重点、节奏进行了详细研究。第六章是整篇论文的结论。 关键词：互动竞争 手机制造企业 产品市场 | |
| 英文摘要： | The opening of China's first mobile communication network in 1987 stimulated the development of the Chinese mobile telecommunication industry, which, at the same time, also drove the development of the mobile phone manufacturing industry. China has established from scratch a relatively complete industrial system, and became gradually the empire of manufacturing and market power. The potential of enormous growth in the mobile phone market has led to fierce competition. As such, almost all the world's leading mobile phone brands have entered the Chinese market. At present, China's mobile phone market has moved into a stage of supply exceeding demand, and thus the overall industry profits have been falling. This has heightened the competition among all the mobile phone manufacturers with their struggle to win market share. The interactive competitions among companies exists in the Product-Market, the value chain, resources and core competencies, strategic intent, etc.. On the other hand, what reflects the dynamics and responsiveness of interactive competition is the product and market-level competition. In this thesis I investigate the Product-Market level competition in Chinese mobile phone manufacturers. I present a detailed analysis regarding this level of competition on the following aspects: i. how mobile phone manufacturers assess the competition and their competitors' strategy; ii. how to choose the right strategy and behavior to compete against their competitors; iii. how to secure a better competitive status in the market. The first chapter is the introduction which touches on the background, purpose and scope of the research, and the outline of the thesis. The second chapter reviews the main theories on interactive competition. The third chapter discusses the status quo of the Chinese mobile phone manufacturers competition, and studies the strategic grouping as well as the hierarchy - level of market competition in the basic structure of the manufacturers in the Chinese mobile phone market. Chapter IV focuses on the behavioral structure and competition strategy for the Product-Market level competition between mobile phone manufacturers, which includes mainly competition of products, sales channels, product pricing as well as the strength of brand. Chapter VI analyses the mobile phone manufacturers' operation phase of the competition, according to the various stages of how mobile phone manufacturers launch their products, investigates thoroughly the key points in the previous chapter. The last chapter is the conclusion of the whole thesis. Key words: Interactive Competition Mobile Phone Manufacturer Product-Market | |
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