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论文编号：	7739
作者编号：	2220140507
上传时间：	2015/12/4 10:58:23
中文题目：	中国智能手表产业发展前景及策略研究
英文题目：	Research of ChineseSmart Watch Industry’s Prospect and Strategy
指导老师：	杨斌
中文关键字：	关键词：智能手表，IT产品，智能穿戴，产业链
英文关键字：	Keywords: Smart watch, IT product, smart wearable, industrial chain.
中文摘要：	自从人类社会工业革命以来，工业、电子等科技产业都是西方主导创新、引导、生产，中国自改革开放以后，积极开放国门与市场，以劳动力换资本，以市场换技术，历经三十多年，逐步取代欧美大国成为全球制造大国，我们能生产绝大部份的工业用品和生活用品，在各个领域国内品牌开始不断取代国外品牌，但是很多国内企业还缺乏掌握核心技术，过着为国外品牌贴加工赚辛苦钱的日子，靠着模仿、山寨的套路，用低质低价的竞争力去竞争，国内企业没有规则定制权、没有话语权、没有定价权。现在机会来了，智能穿戴产业开始进入起步期，智能手表备受企业和市场的关注与聚焦，成为当前智能可穿戴产品当中占比重最高的一个形态，消费者将迎来“第五块屏时代”。鉴于中国已是全球最大的手表、IT产品的制造生产基地，国内IT、通讯、互联网、钟表等产业龙头企业，也已经开始在全世界范围内拥有着更大的知度度与市场规模及影响力，本次智能穿戴设备的兴起很有机会成为由我们中国人来主导的一波科技产业浪潮。论文的研究内容主要是阐述了IT行业与传统表业的发展规律、历史轨迹及不同阶段的形势现象等，为智能手表这个由产业跨界融合而成的新事物的未来发展寻求更清唽的前进通道，尝试找到智能手表的发展规律及方向，发现传统手表的杀手级的应用场景、更加方便的人机交互模式、更可靠的硬件、更时尚的设计，寻找将传统表业与IT智能产品完美结合的智能化路径。通过实地调研与学习理论相结合的方法，收集和分析大量的实际统计数据和客观事实，找到智能手表产业发展需要解决的问题。在分析中国智能手表产业之后，通过对产业链整合、产品研发创新及品牌营销等相关理论研究内容，提出在智能手表产业的发展策略，并通过理论与实例相结合分析论证其可行性。以深圳市钟表与智能穿戴研究院为案例，提出产业公共服务机构在智能手表产业发展过程中，可以扮演的重要角色。提出公共服务在产品质量、产品标准、产品研发、品牌树立、用户体验等等产业生态的重要领域，可以发挥不可替代的积极推动作用，这对于产业步入长期健康发展路径有着重要的意义。论文作者以近30年从业者的视角，针对智能手表的核心硬件及软件进行访问了解国内产业链的现状；走访工厂了解智能手表的生产概况；访问电子工程师了解当下技术研发动态及未来的趋势；访问品牌商了解各自的市场定位与布局；通过访问跟踪消费者对智能手表的购买心理过程，了解其对智能手表的买点、兴趣点、兴奋点及使用习惯、购买途径和方式；顺势跟进了解智能手表的分销商和分销渠道的情况，了解他们的痛点及利益追求。通过回顾历史、审视现状、展望未来，提出我国智能手表产业发展的三个以品牌为方向的战略定位：即一是OEM、ODM模式定位，发挥产业链基础优势，可以快速的为下游客户设计、打样、生产，靠产量、规模优势，获取短期收益。较适合于传统IT产品的工厂与传统表业的大型制造企业，以及长期耕耘外贸市场的IT产品和手表代工厂；二是大众化品牌模式，以低成本模式开发出满足大众化市场需求的产品，只要品质可靠、功能实用、价格亲民、迅速占领市场，扩大份额，打造品牌的知名度、美誉度、及忠诚度，适合于现有的互联网品牌、手机品牌以及IT品牌。利用已有的市场优势及销售通路，可以快速的大量的普及智能手表市场，培养大量用户；三是小众化品牌模式，避开红海，开辟蓝海差异化市场，做细分市场的第一名，开创一个市场，领先一个市场，深入消费者心智。适合于传统表业智能化升级起来的品牌企业，以及新兴中小微创新企业。针对上述战略定位，作者也提出了整合产业链细化市场，确立品牌思维打造快时尚，建立行业标准树立品质文化，提升品牌价值倡导价值竞争，强化区位优势打造成全球智能手表产业集成基地，发挥公共服务机构的行业服务功能等策略观点。并大胆展望未来，中国正面临历史性的发展机遇，将引领全球智能手表产业发展潮流，与瑞士机械表和日本石英电子表三足鼎立，成为智能手表强国。
英文摘要：	Since the industrial revolution of human society, the westerns played a leading role in creation, industrial manufacture. China, since reforming and opening, replaced European and American countries, became the the great power of global manufacture. We can manufacture most of the industrial products and living goods, and the domestic brands replace foreign ones gradually in many fields. But lots of enterprises still lack of core technology, living of hard life of OEM, copying and even plagiarising, competing with low price and low quality, and had no rights of speech, and pricing. Now it seems that the there’s coming opportunity that smart wearable industry begins to start. Smart watches receiving much concerns and focus from markets and enterprises, has become the predominant form of smart wearable and the ‘fifth screen’ of consumers’. Since China has been the biggest watch and IT product manufacture base, and the leading enterprises of IT, internet and horology had been famous and influential, China stand a chance of being dominant power with the rise of smart industry. The essay focus on discussing the law of develop, historical route and different stage of IT and watch industry, trying to seek the clear develop track and law for smart watch industry , the new born fusion one. Trying to find killer application scenarios of traditional watch, more convenient interactive mode, more reliable hardware, more fashion design, find the way of perfect combination of tradition watch and IT smart product. By means of field research and theory learning, collection and analyzation of statistical data and facts, find the solutions to the smart watch industry’s problem. After the analyzation of Chinese smart watch industry, by studying the theory of integration of industry chain, product R&D and creation and brand marketing, put forward the develop strategy of smart watch industry and demonstrate the practicability by combining theory with practice. Taking the case of Shenzhen watch and smart wearable research institute, find the important roles that public service agencies can play in the develop of smart watch industry and its ecosystem including product quality, standard, R&D, brand establishment, user’s experience. It means a lot to the industry’s long-term and healthy development. The author who is a 30 years employee of the industry research domestic industrial chain aiming at the core hardware and software; research the general situation by paying visit to smart watch factories; know the current R&D progress and tendency by visiting the industrial engineer; know market positioning and layout by visiting the brand owners; know the consumer’s interest point, excitement, purchase way by communicating with them about the purchasing mental process; research the distributor to know their pain spot and interest pursuit. Through reviewing the history, surveying the current situation and looking forward to the future, we put forward to three strategic positioning of Chinese smart watch industry: The first way is to positioning the OEM and ODM, exploiting the advantage of the industry chain which is designing, sampling, manufacturing for the down stream customer. Gaining short term profits from the mass production. The second is pop brand mode which is develop product satisfied the popular market with low cost, if the product is reliable, functional, low-priced, fast occupying the market. The third way is to develop the anti-popularized brand. Avoiding the red sea, developing the blue sea which means the differentiated market, to be the first place of the market segment, create and lead a market. According to the above strategic positioning, the author put forward to the point that integrating the industry chain, building the fast fashion brand, establishing the industrial standard and brand culture, promoting the brand’s value and value compete, strengthening the location advantage and building the base of global smart watch production, playing the role of being public service agency. Looking into the future, China is facing the historical development opportunity and will be leading the trend of smart watch industry.
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