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论文编号：	8686
作者编号：	2120142875
上传时间：	2016/12/7 11:06:15
中文题目：	CY公司在非洲手机市场的品牌管理与品牌竞争力研究
英文题目：	Research on Brand Management and Brand Competitiveness of CY Company in the African mobile phone market
指导老师：	许晖
中文关键字：	品牌竞争力;品牌定位 ;非洲手机市场;品牌管理
英文关键字：	Brand Competitiveness;Brand positioning;Africa mobile phone market;Brand management
中文摘要：	随着智能手机的迅速普及，智能手机在全球范围内已获得近20亿用户。作为第一市场的西欧，日本，北美以及发达的亚太地区，智能手机的渗透率已接近90%。随着逐渐走高的渗透率，全球智能手机出货量增速也在逐渐下降。近几年，印度，拉美和非洲地区被认为是智能手机爆发的下一个增长点。在短短十年左右的时间，得益于通信技术的迅速发展，手机和无线网路的迅速普及已经改变撒哈拉以南非洲地区的通信方式，它使整个非洲大陆跳过了有线通信时代直接进入了无线数字时代，根据皮尤研究中心的报告，2014年非洲地区的手机渗透率已达到80%，但其中智能手机仅占15%，智能手机在非洲拥有巨大的增量市场。 自2011年以来，中国智能手机品牌依托中国强大的生产能力，经过几年的发展，国产手机在质量，性能以及可靠性上已经有了极大的进步，在性价比上甚至要优于其他国际品牌。除了广大消费者耳熟能详的华为，小米，魅族，oppo,VIVO等，还有其他消费者不十分熟悉的100多个手机品牌。激烈的竞争迫使众多国产手机品牌纷纷寻找海外市场，以寻求新的增长点。本文以中型手机企业CY公司为样本，探讨手机出口企业如何在海外市场提高品牌竞争力，尤其是在众多国际一线厂商已经开始或者准备布局非洲市场之时，希望能为国内中小智能手机企业实施海外品牌策略起到指导和借鉴作用。 本文首先回顾了品牌相关理论和环境分析工具；然后分别介绍非洲地区手机行业背景、CY公司的发展概况以及CY公司旗下品牌资产的运营状况，同时对非洲市场的营销环境和消费者特点进行了分析，提出CY公司在非洲市场品牌运营中存在的问题；通过模糊综合评价法对CY公司旗下的品牌进行详细的品牌竞争力分析，基于分析结果和市场环境，在品牌定位、品牌维护和品牌传播三个维度提出了CY公司在非洲市场提高品牌竞争力的必要性和策略。对提升品牌竞争力策略的实施给出了保障措施，使得品牌策略能够顺利执行。最后对本文的研究结果进行归纳和总结，并探讨本文的不足之处和局限性。
英文摘要：	With the rapid global popularity of smart phones, they have gained nearly 2 billion users worldwide. The penetration rate of smart phones is close to 90% in Western Europe, Japan, North America and developed Asia-Pacific regions, which together constitute the first smart phone market. With the gradual rise in the penetration rate, the growth rate of global smart phone shipments is gradually declining. In recent years, India, Latin America and Africa have been considered as the next point for the explosive growth of smart phones. Thanks to the rapid development of communication technology, the rapid spread of mobile phones and wireless network has changed the communication mode in sub-Saharan Africa within a short period of ten years, which has helped the whole African continent skip the era of wired communication and usher in the era of wireless communication directly. According to reports of the Pew Research Center, the penetration of mobile phones in Africa has reached 80% in 2014, with smart phones accounting for only 15% of the total. This means a huge potential market for smart phones in Africa. Since 2011, China's smart phone brands have made great progress in quality, performance and reliability after several years of development relying on China's strong production capacity. They are even more cost-effective than other international brands. In addition to Huawei, MIUI, MEIZU, OPPO, and VIVO which are familiar to most consumers, there are nearly 100 mobile phone brands that consumers are not so familiar with across the country. Fierce competition forced many domestic mobile phone brands to seek new growth points in overseas markets. In this thesis, a medium-sized mobile phone manufacturer, the CY Company, is taken as an example. The author discussed how enterprises exporting mobile phones improve brand competitiveness in overseas markets, especially when many first-line international manufacturers have begun or are ready to occupy the African market. The author hopes that this can be a guide and reference for small and medium-sized domestic manufacturers of smart phones in their implementation of overseas brand strategies. In this thesis, the author first reviewed related brand theories and environmental analytical tools,introduced the background of the mobile phone industry in Africa, the condition of the CY Company's development, and the operation of its brand assets. Also, the author analyzed the marketing environment and features of consumers in the African market. Furthermore, the author pointed out problems in the brand operation of the CY Company in the African market. Then, through the fuzzy comprehensive evaluation, the author analyzed the brand competitiveness of the CY Company's brands in detail. Based on analysis results and the marketing environment, the author put forward strategies of improving the CY Company’s brand competitiveness in the African market and indicated the necessity of them in three aspects, brand positioning, brand maintenance, and brand communication. Later, the author came up with supporting measures for the implementation of strategies that enhances brand competitiveness to ensure a smooth implementation. At last, the author summarized and concluded analysis results in this thesis, and discussed shortcomings and limitations.
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