国产手机品牌市场份额下降原因及对策分析

论文摘要

中国的手机市场经过20来年的发展,现在已经成为全球第一大市场。但是,国产手机发展却并非一帆风顺。98年开始到2003年,国产手机经历了飞速的发展,到03年市场占有率还超过了50%。但是从03年后,国产手机便持续走低,到了2007年6月,市场分额降到了31%左右。国产手机能够在短期内崛起,其原因包括政府的政策支持、自身市场定位准确、自建强大营销渠道和成功的推广措施、国外厂商策略失误等等。而国内厂商最近几年的持续低迷,其背后的成因更加值得思考。本文从核心竞争力的角度出发,力求探索国产手机竞争力缺乏的深层次因素以及应对策略。本文作者通过大量阅读和分析相关资料的基础上,认为国产手机在市场变化过程中无法抵挡国外品牌进攻最主要原因是核心竞争力的缺失。而要在这个瞬息万变的大市场中幸存下来,并取得持续的发展,除了利用外部条件之外,更加重要的是培育自己的核心竞争力。在本论文中,作者采用了理论联系实际的方法,通过大量的数据和实例来支撑文中的论点。文中涉及的理论主要是现代企业管理中的核心竞争力理论,其中还穿插了一些市场营销学的基本原理,主要分析了国产手机前期（1998-2003）快速发展和后期（03年至今）走向低谷的原因。最后就如何摆脱低谷获得持续性增长提出了一些建设性意见和措施。

论文目录

• Acknowledgements
• Abstract（Chinese）
• Abstract（English）
• Introduction
• Chapter One Four Stages of China's Mobile Industry
• 1.1 Stage one:The Age of Foreign Brands' Market Monopoly（1987—1997）
• 1.2 Stage Two:The Emergence and Steady Growth of Domestic Brands
• 1.3 Stage Three:Domestic Brands' Historic Success
• 1.4 Stage Four:The Bubble Burst & Industrial Reshuffling
• Chapter Two The Rapid Growth of China's Mobile Phone Brands from 1998 to 2003
• 2.1 The Macro- Environment:A Huge Market plus Firm Support from the Government
• 2.2 Micro Analysis:Unswerving Efforts of Domestic Producers
• 2.2.1 Quantity Initiative and Product Diversification（Product）
• 2.2.2 Distribution Channel Upgrading（Place）
• 2.2.3 Low Prices,Large Volumes（Price）
• 2.2.4 New Marketing Tactics to Push up Sales（Promotion）
• 2.2.4.1 Brand Association Strategy:Super Star Brings Super Product
• 2.2.4.2 Great Emphasis on the Sales at Distribution Terminals
• Chapter Three An Analysis of China's Mobile Brands' Dramatic Drop in Market Share
• 3.1 An Analysis of External Causes
• 3.1.1 Changes of the Market and Governmental Policies
• 3.1.2 Foreign Brands' Strategic Readjustments
• 3.1.2.1 Striving to Win Low-End Market
• 3.1.2.2 Reforming Dilapidated Distribution Channels
• 3.1.3 Disruptive Influence of Unlicensed Products
• 3.2.Internal Cause:The Lack of Core Competences
• 3.2.1.A Brief Introduction to the Core Competence Theory
• 3.2.2.The Lack of Core Competences:The Ultimate Cause
• 3.2.2.1 The Lack of Clear and Firm Corporate Values
• 3.2.2.2 No Core Technologies and Patents,No Sustainable Development
• 3.2.2.3.Lack of Strong Corporate Cultures
• Chapter Four Countermeasures for Domestic Mobile Brands
• 4.1 Improving External Environment
• 4.1.1 Strengthening Governmental Regulation and Supervision on the Market
• 4.1.2 Industry Associations
• 4.1.3 Cooperation Between Mobile Operators and Domestic Brands
• 4.2 Fostering Core Competencies
• 4.2.1 Mastering and Developing Core Technologies
• 4.2.2 Cultivating Superior Corporate Culture
• 4.2.2.1 Brewing a Culture of Learning
• 4.2.2.2 Excellent Entrepreneurs and Superior Corporate Cultures
• 4.2.2.3 A Culture of Sincerity
• 4.2.3 Fostering Strong Brand
• Conclusion
• Bibliography
• 指导教师评语