传音手机开拓非洲市场的成功经验及其借鉴

2018年,传音手机以非洲市场占有率第一、全球手机市场占有率第四的亮眼成绩,成为中国企业走出去的先驱标杆。本文总结了传音手机开拓非洲市场的成功经验,包括正确的市场选择、多品牌营销、多样化产品功能、高质低价和极致的广告策略。提出了中国企业开拓海外市场值得汲取的经验借鉴,即积极寻找蓝海市场、开展本地化经营、产品迎合当地消费需求等。     

国产手机:风雨飘零下的力量集结

从无到有，从小到大，国产手机寄托了太多国人的希望。市场几多沉浮，国产手机是否能成就霸业．独领风骚于本土市场既而走向全球呢？     

如何到非洲做生意？

当前．热衷于谈论非洲的国人越来越多，一部分企业更是将投资非洲列为议事日程，或者已经制定投资非洲的计划并正在积极筹备实施。这自然有利于进一步推动和扩大中非双边贸易的发展和加强中非经贸友好往来。毫无疑问，非洲市场将成为中国企业开辟国际市场的首选。有专家预测，未来五到八年将是中国企业进入非洲市场的高潮时期。 非洲是目前世界上最贫困的大陆．也是极具发展潜力的地方。非洲有53个国家，7亿人口，每年贸易额2500亿美元。非洲因为工业落后。大部分商品依靠进口．因此，非洲市场需求旺盛，商品奇缺，时中国企业来说，未来的非洲将是一个多层次且潜力巨大的海外淘金市场。     

长春市场国产手机营销策略的研究

本文首先介绍了国产手机在长春市场的营销状况包括营销环境的变化、市场竞争态势、销售状况等,然后分析了国产手机在长春市场的营销优势与存在的问题,最后提出国产手机在长春市营销策略的改进思路。     

二流品牌如何打突围战？

“上有老，下有小。中间最难熬”。对于二流品牌而言．由于正处在市场成长期，遇到的市场问题格外复杂。与一流品牌相比无品牌优势，与小品牌相比无利润优势，二流品牌的优势就这样被挤压了。但是，无论企业太或小都要发展，对于二流品牌而言．可能发展的欲望会更加强烈。他们的市场积累、品牌积累以及资金积累都已经这到一定程度．这些都促使其勇敢向前。     

国产手机抢滩印度

随着4G到来,三大运营商对手机补贴额度降低,中国市场已成全球手机品牌最多、新品最多、竞争最激烈、最难盈利的手机市场之一。在此背景下,包括小米、华为、中兴、金立、OPPO等在内的国产手机品牌开启了出海潮,而印度市场则成为当下的重要抢滩地。     

国产手机海外突围战

国产手机要摆脱以价换市漩涡,走进全球高端市场,必须迅速学会如何在卖出手机之后,继续把生意做下去走在西班牙的街头,常常能见到三星和苹果手机犹如国王一般,占据运营商营业厅和手机卖场最显眼的位置。有最好的展台、最好的陈列,连促销的姑娘们也格外靓丽。这是华为手机首席营销官邵阳梦寐以求的待遇。在海外市场,华为手机不是国王,     

国产手机发展的新思考

中国是手机消费的大国,这个潜力巨大的市场吸引了国内外大约31个品牌的厂商。从90年代初到现在,手机市场的竞争呈现出愈演愈烈的趋势,在众多的品牌中,国外品牌始终占有强大的市场份额,而国产手机曾一度表现出色,但是总的看来,国产品牌的手机仍然存在很多问题,只有解决了这些问题,才能向更高一步发展。文章从对比的角度提出对国产手机发展的几点新思考。     

Chinese-made GSM Mobile Phone

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

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。     

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。     

Customer Confusion: The Mobile Phone Market

The consumer confusion phenomenon is associated with highly turbulent industries, which are characterised by rapid, technological change and evolving competition. These factors impede consumers' understanding of such markets and consequently effect their decision making process. This research focuses on the effect of confusion on information search behaviour which is part of the decision making process in the mobile phone market. Understanding search behaviour is of great importance to marketers, especially in designing marketing strategy and tactics.

The findings reveal that although consumer confusion exists in the mobile phone market, it does not have a detrimental effect on the market. In addition, the findings also suggest that suppliers should buildup a strong brand image and be aware of the importance of word of mouth sources since both of these are considered to be very significant reference points for consumers. Finally, further reductions in call charges, the maintenance of good quality service and customer care are essential for customer retention.     

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。     

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）.     

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.     

Brand Commitment Role in the Relationship between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia

Abstract

To maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidence on the causal relationships among different factors i.e., brand personality, image, experience, satisfaction, trust and commitment that have direct and indirect effects in the creation of brand loyalty. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) method was applied to test the relationships in this study. The findings indicate that brand personality, brand image and brand experience are key sources of brand satisfaction.     

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