Survey of Chinese Mobile Phone Market

On the basis of a random sampleof newly-purchased mobilesevery month in 33 cities, theSom Administrative ConsultancyCorporation (chinasom.com) has obtaineddynamic data concerning the market shareand purchasing behavior of consumers.The survey has been conducted over thepast twenty-four months. Taking the usersin 33 cities on the percentage basis, thecompany listed the following data, fromJanuary to May in 2000.Market Share: Kejian Reaching 36.6?cording to the survey, Kejian, Bird,Haier …     

移动用户忠诚度影响因素实证分析

在现有研究成果的基础上提出了一个顾客忠诚模型,并使用PLS路径方法对模型进行验证,数据采集于江苏移动的7000位消费者。研究结果表明:企业形象和顾客信任较其它因素对顾客忠诚的形成更为重要;企业形象对顾客忠诚的间接影响较大,其间接路径是企业形象→顾客期望→感知质量→感知价值→顾客满意→顾客信任→顾客忠诚;模型中6个内生隐变量R2的平均值高达0.6。综合考虑:该顾客忠诚模型的PLS路经分析结果可靠有效,对企业具有重要的管理意义。     

The Effectiveness of Branded Mobile Phone Apps

Mobile phone applications (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a user's attitude toward the sponsoring brand. This study utilized a pre-test/post-test experimental design to determine whether using popular mobile phone apps affects brand attitude and brand purchase intention. The results show that using these apps has a positive persuasive impact, increasing interest in the brand and also the brand's product category. The relevance of the product category makes no difference, but apps with an informational/user-centered style were more effective at shifting purchase intention, most likely because this style focuses attention on the user, and therefore encourages making personal connections with the brand. Experiential game-like apps were less successful, because they focus attention on the phone. These results suggest that understanding how to maximize the impact of mobile phone apps will be a key topic for future research.     

Chinese-made GSM Mobile Phone

Atthebeginningofthisyear,theXiahuaMobileCommunicationsEquipmentCo.Ltd.developedGSMmobilephonesandlaunchedthemonthemarket,withtheirsoftwareandhardwarebothenjoyingthetotallyindependentintellectualpropertyrights.Beforethistime,themorethantendomesticmanufacturersproducingGSMmobilephoneswereallChinese-foreignjointvebesorwhollyforeign-investedenterprises.ThemodeofproductionwasSKDorCKDassemblyonthewholeandthedegreeoftechnologicaltransferwassluggish.Inrecentyears,Chinesemobilecommuniconshavede…     

手机行业：终端变局

不论手机整机、智能概念还是上下游部件,都在经历着从生产、营销、售后甚至到利润格局的悄然变化。手机是上个世纪末叶才出现的新鲜事物,即便发展到今天,第三代产品也不过刚刚完成技术成熟。然而,其全球范围的覆盖率却已经达到了每两个人平均拥有一部的超高水平。     

走向Mobile2.0

‘mobile2.0’这个词最好被定义为面向移动关联设备的下一代数据服务……Mobile2.0并不是在‘未来’,而是早已经存在于我们周围的一些服务,这些服务正在以惊人的速度走向成熟,他们所做的是将Web2.0与移动平台有效地编织在一起来创造某种新产物:一种以移动性为基准的新的服务类型,但却就象今日互联网一样便于使用且随处可见。这些服务为移动数据产业指明了方向。     

手机出口激战在即

手机核准制取消已久,虽然市场参与者有了一个公平竞争的平台,但由于产能严重过剩,国产手机很可能重蹈上世纪90年代家电和摩托车行业低价竞争的覆辙。     

当前大学生手机消费状况调查

<正>一、引言移动电话(手机)进入我国市场并逐步兴起的时间并不长,初期它主要是一些官员和商务人员才拥有,在一定程度上能够体现拥有者身份和地位的高档消费品,经过几年的发展,手机用户越来越多,如今,手机已经成为普     

手机利润率仍旧寒冷

中国手机设备制造商的运营利润率在今年的剩余时间里将继续下降．原因是残酷的竞争给该行业带来的冲击近内期仍没有缓和的迹象。市场研究机构Gartner亚太区移动终端研究首席分析师梁嘉铃(Ann Liang)表示,事实上．在近期放宽手机牌照的审核标准,会吸引新厂商竞相进入市场,导致全行业运营环境变得更加恶劣。     

Top Mobile Phone Maker Buys Local Manufacturer

Mobile phone maker Sony Ericsson Mobile Communications said it had secured approval from the Chinese Government to take control of Beijing Suohong Electronics Co Ltd （BSE）.     

手机广告，创意突围

手机自诞生之日至今，从短信到彩信，从WAP到BREW／JAVA，从手机报纸／杂志到手机电视，手机的通话功能渐渐被淡化，它逐步集传播信息、商业应用和文化娱乐等于一身。从另一方面看，全球手机用户数量呈稳步上升的增长态势。05年，全球手机用户已达20亿，据预测到2010年，这个数目会达到约30亿，一个庞大的手机受众市场正在进一步膨胀。因此，手机媒体被称为继报纸、广播、电栅网络之后的“第五媒体”，前景一片光明。     

Market Orientation: An Iterative Process of Customer and Market Engagement

ABSTRACT

Research Purpose. The objective of this research was to examine market orientation in organisations that deliver manufacturing-based services to both client organisations and their customers.

Research Approach. The case study research method employed three data collection methods: in-depth, semi-structured interviews, document analysis and physical artefact analysis. Embedded study units comprising groups of different stakeholders with distinctly different perspectives provided a basis for replication logic to enhance validity of the findings.

Findings. The research revealed that a firm's transition toward a market-oriented state is progressive. At a given point in time, a firm may be adjusting to its markets intuitively or cognitively; market responsiveness may be occurring in specific pockets of the firm, or as an enterprise-wide strategy; and some of the conditions specified may be met, some may be partly met and others may remain to be addressed in the future. A specific customer focus was important to the conceptualisation of market orientation in the case organisation.

Research Implications. Key implications of the research are as follows:

• In conceptualising market orientation as a process as opposed to an ideal state, important issues of structural and policy alignment and senior executive vision and drive are revealed;

• in addition to customer and competitor orientations and intra-organisational co-ordination, other dimensions of a market orientation revealed in the research context are a customer focus and a new knowledge orientation; and

• both inter- and intra-organisational co-ordination facilitate the development of market driven and market driving customer value.

Practical Implications. While the senior executives were aware of the significant performance benefits to be achieved through a national, market-oriented vision, the lack of a co-ordinated plan to achieve cultural change resulted in incremental achievements towards the vision. One key factor inhibiting the envisioned cultural change was the power base of those within the organisation who perceived that a national, market focus would eliminate local autonomy. Specific policy was required to align rewards with required behavioural change.

Contribution. This research provides a unique perspective of market orientation as process of organisational development directed towards aligning the organisation with its served markets. Intervention strategies and incremental changes attempted to achieve a national market perspective, highlight the importance of aligning structure, human resource management strategy, top management commitment and leadership drive in achieving such a cultural change.     

手机壳 几近疯狂的市场

<正>做APP研发可能还没街边卖手机壳的摊贩赚得多。市场竞争白热化、技术含量低、更新速度快使手机壳市场机遇与挑战并存。在保险公司上班的罗玲,前后虽然只换过四部手机,但换过的手机壳有十七八个,材质从普通塑料、皮革到水钻壳等等,价格也从十几元涨到几十、几百元。"现在算算,光在手机壳上就花了上千块,够换部新手机了"。和罗玲有着类似经历的人不在少数。尤其是iPhone手机的热销,将手机壳的市场行情推向了高峰。如果问手机周边产业什么最赚钱,     

顾客满意度和市场占有率的关系

<正>在进行顾客满意度研究和测评的过程中,经常会有企业的代表质疑:“你们的测评肯定不准。我们XX产品的市场占有率第一,但是在你们的行业测评中,满意度得分     

CSM推出InfoSysEXEC手机在线服务新策略——真正实现随时随地、第一时间掌握最新收视资讯

<正>拥有中国收视率调查行业85%以上市场份额的权威收视率调研机构——CSM媒介研究为不断满足市场与客户日益变化的需求,全新推出InfoSysEXEC手机在线服务。InfoSysEXEC手机在线服务系统是CSM为高端客户     

大学生手机使用情况调查

近年来,随着我国社会的进步,经济的发展,信息化进程不断地加快和提高,高新科技产品成为人们使用和消费的热点。手机作为其中的代表之一,也不断地被人们关注和青睐。而大学生作为一个特殊的群体,他们接受新的事物和想拥有高新产品的欲望都比较强烈,尤其是在手机使用方面更为突出     

市场份额向顾客资产份额的转变

市场份额在很大程度上反映了企业的竞争地位和盈利能力,但这一概念并不能完整地评估企业的经营状况。多数中国企业对这一概念的理解过于片面和肤浅,直接导致的后果是企业畸形发展,市场竞争恶性循环。客观地评价市场份额,逐步理解并接受一个新的、面向未来、顾客导向的指标—顾客资产份额。     

香港手机:七成人年换一机众厂商频出新品

随着手机的日益普及,目前全世界已有6亿多人在使用手机.香港特别行政区使用手机比率在亚洲首屈一指,手机已成为日常生活的必需品.各手机制造商不断推出功能先进的新品,吸引新用户使用.对年轻一代来说,手机已成为时尚之一.     

顾客份额:市场发展策略新思路

本文分析了市场份额策略可能存在的一些缺陷 ,认为顾客份额可以实现企业利润增长、保证顾客需求满足和提高企业的学习能力 ,具体研究并提出了顾客份额的三种市场策略 :顾客份额策略、顾客维持时间策略和顾客范围策略 ,并分析了市场份额与顾客份额的关系以及在不同市场环境下的应用 ,对我国企业的营销实践进行了反思。