魅族手机SWOT分析-毕业论文

魅族手机SWOT分析摘要苹果手机的出现，彻底改革了传统手机的命运。苹果手机带来的，不仅是智能手机的兴起与流行，改变了人们对手机的使用习惯，更重要的是焕然一新、紧跟时代的营销发展策略。近两年国产手机再次凭借着安卓系统的东风再次获得较大的市场，多个国内品牌纷纷推出安卓系统的智能手机。而魅族，作为国产智能手机的先行者，承载着国货的使命，也有自己独具一格的产品特点，赢得了不少消费者的喜爱。然而，在越来越激烈的智能手机竞争和手机硬件同质化、透明化时代，魅族必须从各方面审视自己，清晰了解自己的内部环境和外部环境，才能制定出良好的发展策略。本文以魅族手机作为背景，对魅族手机进行创新和深度的SWOT分析，找出魅族自身的优势、劣势以及外部所面临的机会与威胁，从中得出一系列适合魅族发展的策略办法，帮助魅族发展中能够扬长避短，充分发挥自身的优势、利用有利的外部环境，克服其劣势与威胁。同时也希望魅族及其它国内手机品牌能借此机会大力发展，同时拥有自己的核心技术。关键字：魅族手机；SWOT分析；发展策略；建议TheSWOTanalysisofMeizuphoneAbstractTheemergenceoftheApplephoneacompleteoverhaulofthefateofthetraditionalmobilephone.Applemobilephones,notonlytheriseofsmartphonesandpopular,haschangedthehabitsofthepeopleonthephone,moreimportantly,anewlook,marketingdevelopmentstrategyofkeepingupwiththetimes.Thepasttwoyears,againbyvirtueofthedomesticmobilephonewithAndroidsystemtoagainobtainalargermarket,domesticbrandshavelaunchedtheAndroidsystemforsmartphones.Meizu,astheforerunnerofthedomesticsmartphone,carryingthemissionofthedomestics,alsohavetheirownuniquestyleofproductcharacteristics,wonalotofconsumers.However,thehomogenizationofcompetitionintheincreasinglyfiercesmartphoneandmobilephonehardware,transparentera,Meizumustexamineallaspectsoftheirown,aclearunderstandingoftheirinternalandexternalenvironmentinordertodevelopagooddevelopmentstrategy.InthispapertheMeizuphoneasabackground,theMeizuphoneinnovationanddepthSWOTanalysistoidentifyMeizu'sownstrengths,weaknessesandexternalopportunitiesandthreatsfaced,drawaseriesoftheMeizudevelopmentstrategyapproachtohelpMeizudevelopmentintoavoidweaknesses,givefullplaytoitsownadvantages,totakeadvantageoffavorableexternalenvironment,toovercomeitsweaknessesandthreats.AlsohopetheMeizuandotherdomesticmobilephonebrandcantakethisopportunitytovigorouslydevelop,atthesametimehavetheirowncoretechnology.Keywords:Meizuphone；SWOTanalysis；Developmentstrategy；Proposal目录一、绪论........................................................................................................................................................1（一）研究背景....................................................................................................................................1（二）魅族公司背景.............................................................................................................................2二、通过SWOT分析法对魅族手机的分析研究.......................................................................................2（一）魅族的内部优势.........................................................................................................................21.电子数码产品生产经验.............................................................................................................22.出色的UI设计...........................................................................................................................33.渠道优势....................................................................................................................................44.良好的售后服务.........................................................................................................................55.“传奇”领导者营销.................................................................................................................6（二）魅族的内部劣势.........................................................................................................................71.后续软件的开发.........................................................................................................................72.营销能力较弱.............................................................................................................................73.难以掌握核心技术.....................................................................................................................84.产品问题....................................................................................................................................95.魅族的实力问题.......................................................................................................................10（三）魅族的外部机会.......................................................................................................................101.消费观念的改变.......................................................................................................................102.手机行业的更新........................................................................................................................113.安卓系统的开源.......................................................................................................................12（四）魅族的外部环境威胁...............................................................................................................121.市场细分增多...........................................................................................................................122.手机行业竞争的加强...............................................................................................................123.价格战不再适应如今的行业...................................................................................................13三、改进魅族手机发展策略的措施...........