HTC智能手机营销研究

南京信息职业技术学院

毕业设计论文

作者 李启飞 学号 60931p37

系部 信息服务学院 专业 市场营销

题目 HTC智能手机营销研究 指导教师 卢勇 评阅教师 陆兰华

完成时间： 2012 年 6 月 1 日1

毕业设计(论文)中文摘要

HTC智能手机营销研究 摘要：本文在概要分析了当前我国智能手机营销现状的基础上，对HTC的主要竞争对手和潜在竞争对手进行了分析，从产品设计问题、品牌知名度较低、品牌建设的不足几个方面指出了HTC国内市场销售存在的问题，从而提出了更加注重外观和设计对销量的作用、推出精品智能手机、增强企业研发能力提升利润率、多做广告提高知名度、开展广泛的体验式营销的几点解决问题的思考。 关键词：HTC 智能手机 营销 毕业设计(论文)外文摘要

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Title : HTC intelligent mobile phone marketing research Abstract:Based on the analysis of current our country intelligent mobile phone marketing present situation in the foundation, to the HTC main competitors and potential competitors were analyzed, from product design, less well-known brands, brand construction of inadequate aspects and points out that HTC domestic market sales problems, so as to put more emphasis on appearance and the design of sales, the introduction of quality intelligent mobile phone function, enhance R & D capability increase profitability, more ads to improve visibility, to carry out a wide range of experiential marketing a few thinking of solving the problem. Keywords: HTC Smartphone Marketing

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目录

1我国智能手机营销现状..................................................................................... 4

1.1概述.......................................................................................................... 4 1.2 HTC品牌简介......................................................................................... 5 2竞争对手分析..................................................................................................... 6

2.1主要竞争对手.......................................................................................... 6 2.2潜在竞争对手.......................................................................................... 7 3 HTC国内市场销售存在的问题........................................................................ 8

3.1产品设计问题.......................................................................................... 8 3.2品牌知名度较低...................................................................................... 8 3.3品牌建设的不足...................................................................................... 8 4 解决营销问题的几点思考................................................................................ 9

4.1更加注重外观和设计对销量的作用...................................................... 9 4.2 推出精品智能手机................................................................................. 9 4.3 增强企业研发能力，提升利润率......................................................... 9 4.4 多做广告，提高知名度....................................................................... 10 4.5开展广泛的体验式营销........................................................................ 10 结语...................................................................................................................... 10 致谢...................................................................................................................... 11 参考文献………………………………………………………………………..11

1我国智能手机营销现状

1.1概述

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