魅族MX营销方案

0MarketingPlanforMEIZUMX—SpecifictoZhuHaiUniversitiesClassinformation:ThetenthclassinFridayWordcount:48771CataloguePreface............................................................................2ExecutiveSummary........................................................3Currentmarketsituation.................................................3Strengths，Weaknesses，Opportunities，andThreatsAnalysis..........................................................................7MarketingResearch......................................................10ObjectivesandIssues....................................................17Marketingstrategy........................................................18ActionPrograms...........................................................20Control..........................................................................21Conclusion....................................................................21AppendixAppx.............................................................222PrefaceAtpresent,fromthereportChinaMobileCommunicationResearchReportin2010overseasbrandcellphonesheld75.7%oftheshareofmarket.MostofthemareIPhone,Nokia,MOTO,Samsung,andSonyEricsson.Wecanknowthattheshareofmarketofdomesticcellphonewaslessthan30%fromthisphenomenon.Themarketingofdomesticcellphoneswereinabigtrouble.Nowadays,manydomesticbrandshavegrownup,butmostofthemareinpoorquality.Asthetimegoingby,manypeopleconsiderthedomesticbrandscellphonesare“cheapcopy”.Asaconsequence,peopledon’twanttochoosecellphonesmadeindomestic.Itishightimewetakesomeactionstochangethisphenomenon,andestablishabrandbelongingtoourowncountry.Itissaidthatthetenofmostfamousdomesticcellphonesin2010areLenovo,OPPO,HTC,MEIZUandsoon.WecanseethatMEIZUwasonthefourthplace.OurmarketplanisaimingtomarkettheMEIZUMXwhichwillgopubliconthe1stofJanuary,2012.Weareconvincedthatthesellinghighquantityofdomesticcellphoneswillincreasealotaslongasweholdthecrackofundergraduates’marketshare.Accordingtosomeinformationfromtheinternet,ourgroupfinedthattheundergraduateswillthemainforceinthedomesticmarket.Fromthequestionnaireswedidseveraldays,wefoundthatmostundergraduatesarenotfamiliarwiththebrandMEIZU,especiallythestudentswhocomefromotherprovinces.Afteraseriesofresearch,wedecidetomakeamarketplantomarkettheMEIZUMX.Fourstrategiesareexpectedtoconduct:productstrategy,pricestrategy,marketingcommunicationstrategyandservicestrategy.Weareconvincedthatwecanachieveourgoalaslongasweconductthesestrategiesproperly.Beforelong,MEIZUwillbecomeoneofthemostpopularcellphonebrandsinuniversities,sodoesinthedomesticmarket.3ExecutiveSummaryMEIZUTechnologyCo.,Ltd.isaChineseelectronicsmanufacturer.MEIZU,literallymeaningthecaptivatingtribe,hasrapidlybecomeoneofthemostpopularbrandsamongstChinesegadgetlovers.Yetallitsproducingrightnowisjusttheonephone:theM9.Butit’snomatternow.MEIZUMXwhichwillgopubliconthe1stofJanuary,2012.TheMX,forouruniversitystudents,whoneedtostoreinformationandcommunicateorpeoplewhowantentertainmentonthego.Currently,themarketforhigh-endphonesissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Thestudents’marketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.CurrentmarketsituationMarketdescriptionIneedamoreadvancedmobiledevicesboastingpowerfulprocessorsandgraphicsprocessingunits,moreabundantstorageforapplicationsandmediafiles,higher-resolutionscreenswithmulti-touchcapability,andmorefriendlyoperatingsystemssaidbyaZhuhai'suniversitystudent.Asmartphoneisahigh-endmobilephonebuiltonamobilecomputingplatform,withmoreadvancedcomputingabilityandconnectivitythanacontemporaryfeaturephone.Accordingtoareportinearly2011,therateofsmartphoneadoptionisaccelerating:asofMarch201119.5%consumershadasmartphone,withthispercentagerisingto24.0%among24-to35-year-olds.Chinahasbecometheworld'slargestsmartphonemarketbyvolumeafteritovertooktheUSinthethirdquarter.Chinaistheworld'sbiggestmarketformobilephoneswithalmost952musers,andcontinuestogrowatafastpace.Atthesametime,therehasbeenapushbymobile4phoneoperatorstogetmoreuserstosignupfor3Gservices.Analystssaidthatasconsumerstakeuptheseservices,thedemandforgadgetssuchassmartphonesislikelytorisefurther.Chinaisnowattheforefrontoftheworldwidemobilecomputingboom.InMarch2011,BergInsightreporteddatathatshowedglobalsmartphoneshipmentsincreased74%from2009to2010.Inprofitshareofsmartphonesnowisfarexceedtheshareofnon-smartphones.Zhuhai'suniversities'studentsareoneofthespecificcustomers.MEIZUCompanyintroducesMEIZUTechnologyCo.,Ltd.wasestablishedin2003.Thefounderhasbeenwrappedinelectronicsandhadapassionfortechnologysinceanearlyage.MEIZUisthefruitionofthedreamofelectronicsandthewin-winconcept.EveryleapsincefoundednotonlyresultsfromtheenthusiasmandpursuitofMEIZUstaff,butalsorepresentsthepowerofdream.Insomeways,peoplearelikecomputerswiththesimilarconfiguration.Runningatfullcapacitylikewise,thecomputationalloadofthosekeepingasingletaskisfarbeyondthatofthosemultitasked,endingand