锤子手机的品牌提升策略

安徽工程大学毕业设计（论文）I锤子手机品牌提升策略摘要作为一项营销活动，品牌管理在美国己过百年。在中国，品牌还是一个新鲜名词。20世90纪年代，我国市场上开始出现“商标”、“名牌”等词汇，随后各种各样的“中国驰名商标”、“驰名商标”开始出现在公众面前。然而，直至今日，在国际市场上真正拥有竞争力的国内品牌却寥寥无几。近几年来，智能手机的普及速度越来越快，中国绝大多数消费者都拥有一款甚至几款智能手机。锤子科技作为一家刚刚成立不久的新公司，手机品牌建设还存在诸多问题，比如知名度不高，产品质量存在缺陷等。因此锤子手机的品牌提升还有很大空间。由此，本文以锤子科技为研究对象，利用文献资料法，理论研究法来具体探讨锤子科技品牌提升策略。首先对我国手机行业的发展现状以及存在的问题做了一定的深入了解。其次，对锤子科技的相关概况和发展现状进行了认知并指出当前由于不够重视品牌建设所带来的发展问题。最后，基于手机行业的现状和锤子自身的现状问题，从品牌用户价值提升和品牌自我价值提升这两点入手，为锤子手机的品牌提出具体可行的意见和措施。本文基于锤子科技品牌建设存在的问题，运用宏观环境PEST分析法重点分析了锤子科技品牌所存在的问题，提出相应的决绝措施。帮助锤子科技的品牌提升找出一条正确的道路。关键词：品牌提升；锤子科技；手机行业罗帅虎：锤子手机品牌提升策略IIBrandpromotionstrategyofSmartisanAbstractAsamarketingandbrandmanagementintheUnitedStateshasoverahundredyears.InChina,brandoranewterm.Inthe1970s,themarketbegantoappeartrademark,famousbrandandotherwords,thenavarietyofChinesefamousbrand,well-knowntrademarkbegantoappearinfrontofthepublic.However,untiltoday,intheinternationalmarkethaverealcompetitivenessofdomesticbrandsarefew.Inrecentyears,alongwiththemobileInternetrapiddevelopment,thesmartphoneatarapidratecontinuedtospread.Thehammertechnologyasanewlyestablishednotlongthenewcompany,mobilephonebrandconstructionstillexistmanyproblems,suchasvisibilityisnothigh,productqualitydefectsandsoon.sotheSmartisanphonebrandupgradethereisalotofspace.ThispapertoSmartisantechnologyastheresearchobject,usingthemethodofliterature,theoreticalresearchmethodtodiscussSmartisantechnologybrandpromotionstrategy.FirstofallonthestatusandtheexistingproblemsofChina'smobilephoneindustrydosomein-depthunderstanding.Secondly,toSmartisantechnologyrelatedsurveyandthepresentdevelopmentsituationcognitiveandpointedoutthatthecurrentbecauseofinadequateattentiontobrandconstructionbroughtaboutbythedevelopment.Finally,basedonthecurrentsituationoftheindustryanditscurrentproblems,fromtheuserstothebrandvalueandenhancebrandselfvaluearetwoaspectstoenhancethespecificSmartisantechnologybrandpromotionstrategy.TheSmartisantechnologybrandconstructionexistencequestionbasedon,usingthemacroscopicenvironmentPESTanalysisfocusesontheanalysisoftheproblemsofhammertechnologybrandexists,putforwardcorrespondingmeasurestorefuse.HelpSmartisantechnologybrandpromotiontofindtherightpath.Keyword:Brandpromotion;Mobilephoneindustry;Smartisan安徽工程大学毕业设计（论文）III目录引言..........................................................................................................................-1-第1章绪论............................................................................................................-2-1.1研究背景与研究意义.........................................................................................-2-1.1.1研究背景..........................................................................................................-2-1.1.2研究意义..........................................................................................................-2-1.2国内外研究现状.................................................................................................-3-1.2.1国内研究现状..................................................................................................-3-1.2.2国外研究现状..................................................................................................-4-1.2.3研究现状总结..................................................................................................-5-1.3研究方法和内容................................................................................................-5-1.3.1研究方法.........................................................................................................-5-1.3.2研究内容..........................................................................................................-5-第2章理论综述....................................................................................................-6-2.1概念界定............................................................................................................-6-2.1.1品牌.................................................................................................................-6-2.1.2品牌提升.........................................................................................................-6-2.2理论概述............................................................................................................-6-第3章锤子手机竞争环境分析..............................................................................-8-3.1宏观环境PEST分析.........................................................................................-8-3.2五力竞争分析...................................................................................................-10-第4章锤子手机品牌现状..................................................................................-14-4.1锤子手机品牌现状分析...................................................................................-14-4.1.1锤子科技有限公司简介................................................................................-14-4.1.2锤子手机品牌现状........................................................................................-14-第5章锤子手机品牌提升策略..........................................................................-17-5.1锤