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论文编号：	8960
作者编号：	2120142559
上传时间：	2016/12/12 16:11:47
中文题目：	华硕手机零售终端营销策略研究
英文题目：	Research on the marketing strategy of ASUS mobile phone retail terminal
指导老师：	焦媛媛教授
中文关键字：	华硕手机;零售终端;7P营销策略
英文关键字：	ASUS Mobile; Retail terminal; 7P marketing strategy
中文摘要：	随着科技的进步，人民生活水平的日益提升，手机作为人们日常生活所必备的通讯产品，已经越来越深入的融入人们的生活。尤其在中国国内，手机普及率越来越高，手机产业高速增长，中国市场更是超越了美国成为全球第一大的手机市场。所以，各手机品牌厂商都在近几年将业务发展的主力战场锁定国内，国内手机行业的市场格局尚未成型，竞争仍然较为激烈，在这样的环境中，营销策略成为制胜的关键步骤之一。在营销策略中，线下渠道的建设，尤其是对于手机行业中最主力的战场——零售终端的营销策略显得尤为重要。各个品牌厂商逐步意识到，无论现今的互联网发展到什么程度，给每一个行业带来多么先进的营销模式。对于手机这种强调体验的产品来说，零售终端的销售永远都是不可忽视的最重要的营销市场。可谓，谁赢得了终端，谁就赢得了市场。 本文着重以华硕手机目前在手机市场的现有情况为基础，对营销的外部环境和内部环境进行全方位的分析。并且，运用SWOT等战略分析方法分析了华硕手机自身企业特点。结合7P营销理论，分析总结目前华硕手机在零售终端所存在的问题。进而，利用7P营销理论，从产品、价格、促销、渠道、人、有形展示、过程等方面改进现有营销策略，结合华硕企业自身特点，提出更实际可实行且更完善的营销策略改进方案。再针对这些改进方案，分析营销策略的具体实施及保障。最后总结改进后的营销策略对于华硕手机的作用和意义，一些创新点和不足，包括进一步的研究方向展望。
英文摘要：	With the progress of science and technology, people's living standard is increasing day by day, the mobile phone as a communication product of people's daily life, has become more and more deeply into people's life. Especially in China, the popularity of mobile phones is becoming more and more high. The rapid growth of the mobile phone industry, the Chinese market is beyond the United States to become the world's largest mobile phone market. So, the mobile phone brand manufacturers in recent years will be the main battlefield of the domestic business development of locking the domestic mobile phone industry, the market has not yet formed, the competition is still intense, in this environment, the marketing strategy has become one of the key steps of winning. In the marketing strategy, the construction of the line channels, especially for the mobile phone industry in the most main battlefield - retail terminal stores marketing strategy is particularly important. Each brand manufacturers gradually realized that, regardless of the current development of the Internet to what extent, to each industry brings how advanced marketing model. For mobile phones this emphasis on the experience of the product, the sale of the retail terminal is always the most important marketing can not be ignored. Can be described, who won the terminal, who will win the market. This thesis focuses on the current situation of ASUS mobile phone market in the mobile phone market, based on the external environment of marketing and internal analysis of the full range of. And, the use of SWOT strategic analysis methods to analyze the characteristics of ASUS companies. Combined with the 7P marketing theory, analysis and sum up the problems existing in the retail terminal of ASUS mobile phone. Then, using the 7P marketing theory, to improve the existing marketing strategy from product, price, channel, promotion, people, physical evidence and process, combined with ASUS enterprise characteristic, put forward more practical feasible and more perfect marketing strategy improvement program. In view of these improvement plan, analyzes the concrete implementation and the safeguard of the marketing strategy. Finally, summarize the role and significance of the improved marketing strategy for ASUS mobile phones, some of the innovations and deficiencies, including further research direction.
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