诺基亚（中国）营销组合的成功以及对中国手机行业的启示

论文摘要

营销战略是公司希望实现其营销目标所依据的思维逻辑。营销战略由用于目标市场、定位、营销组合和营销开支水平的各个特定战略组成。营销组合是整个营销战略的重要组成部分。一旦公司确定了总体竞争营销战略，就要准备计划营销组合的细节。营销组合是现代营销学的主要概念之一，是指公司为使目标市场产生预期反应而整合的一系列可控的、策略性的营销工具。营销组合由公司为影响其产品需求而采取的一切措施构成。这些众多可能的措施可以归集为四组变量，即“4Ps”：产品、价格、分销渠道和促销。合理的营销组合是公司用以促进目标市场定位的有效工具。本文正是基于对营销组合的认识以及其对中国手机行业发展重要影响的理解来布局成篇的。本文总共包括五章。第一章主要介绍了本文创作的背景信息。第二章简要介绍了4Ps营销组合理论。第三章在介绍中国手机行业的发展历程和现状的基础上，重点分析了国产手机行业在4Ps营销组合方面存在的问题。第四章详细介绍了诺基亚公司的发展历程及其在中国营销环境下有效的4Ps营销组合。第五章主要分析了诺基亚中国成功4Ps组合对中国手机行业的启示。

论文目录

• ABSTRACT
• 内容摘要
• Chapter Ⅰ Introduction
• 1.1 Background and Significance of the Study
• 1.2 Study Methodology
• 1.3 Innovation
• Chapter Ⅱ Theory Review of 4Ps Marketing Mix
• 2.1 Product
• 2.2 Price
• 2.3 Place
• 2.4 Promotion
• Chapter Ⅲ Analysis of Chinese Mobile Phone Industry
• 3.1 Development Steps of Domestic Mobile Phone Industry
• 3.1.1 Monopolization Stage of Motorola（1987-1995）
• 3.1.2 Competition of Three Main Rivals（1996-2000）
• 3.1.3 Diversified Competition Stage（2000-Now）
• 3.2 Current Marketing Situation of Domestic Mobile Phone Industry
• 3.2.1 Increase of Chinese Mobile Phone Output
• 3.2.2 Stable Growth of Mobile Phone Export
• 3.2.3 Increase of Mobile Phone User
• 3.3 Problems in 4Ps Marketing Mix of Domestic Mobile Phone Industry
• 3.3.1 Product Problem
• 3.3.2 Price Problem
• 3.3.3 Distribution（Place）Problem
• 3.3.4 Promotion Problem
• Chapter Ⅳ Nokia and Its 4Ps Marketing Mix Analysis under Chinese Marketing Environment
• 4.1 History of Nokia
• 4.1.1 Establishment of Nokia
• 4.1.2 The Retrospection of Nokia in China
• 4.2 Exterior Factors Analysis of Nokia's 4Ps Marketing Mix in China
• 4.2.1 Economic Factor Analysis
• 4.2.2 Political Factor Analysis
• 4.2.3 Consumer Purchase Factor Analysis
• 4.2.4 Main Competition Factor Analysis
• 4.3 Interior Factors Analysis of Nokia's 4Ps Marketing Mix in China
• 4.3.1 Favorable Factor Analysis of Nokia
• 4.3.2 Unfavorable Factor Analysis of Nokia
• 4.4 4Ps Marketing Mix of Nokia in China
• 4.4.1 Product
• 4.4.2 Price
• 4.4.3 Promotion
• 4.4.4 Place
• Chapter Ⅴ Implications of Nokia's 4Ps Marketing Mix to Chinese Mobile Phone Industry
• 5.1 Product Improvement
• 5.1.1 Development of Core Technology
• 5.1.2 Enrichment of Product Line
• 5.1.3 Attention to Appearance Design
• 5.1.4 Improvement of Product Service
• 5.2 Price Adjustment
• 5.2.1 Maintenance of Price Advantage by Value-Added Product
• 5.2.2 Diversification of Pricing Method
• 5.2.3 Improvement of Price Management
• 5.3 Enhancement of Distribution Management
• 5.3.1 Development of Diversified Distribution Channel
• 5.3.2 Development of Strategy Alliance
• 5.3.3 Simplification of Distribution Layer
• 5.4 Improvement of Promotion System
• 5.4.1 Innovation of Promotion Concept
• 5.4.2 Development of Integrated Promotion
• 5.4.3 Enhancement of Terminal Sales Points Management
• 5.5 Conclusion
• REFERENCES
• ACKNOWLEDGEMENT