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随着3G网络的完善与移动互联网的普及,中国智能手机市场出现了空前繁荣的景象。中国已经成为全球第一大电子消费市场,国内智能手机消费需求势不可挡,消费者已不再单纯追求产品知名度,而是更多的关注产品功能和性价比,国产中低价手机取代国际品牌的势头渐盛。在此背景下,深入研究智能手机市场的宏观和微观环境,并从市场细分、产品、价格、渠道、促销等营销层面分析智能手机企业的营销策略,对于手机行业的健康发展有重要意义。
With the improvement of the 3G network and the popularization of the mobile Internet, the Chinese smartphone market has seen an unprecedented boom. China has become the world’s largest consumer electronics market. The demand for smartphones in China is overwhelming. Consumers are no longer simply pursuing product popularity. Instead, they are paying more attention to product features and price / performance. Sheng. Against this background, it is of great significance for the healthy development of the mobile phone industry to study the macro and micro environment of the smart phone market in depth and to analyze the marketing strategies of the smart phone enterprises from the marketing level such as market segmentation, product, price, channel and promotion.