团簇型市场环境下夏新手机的竞争战略及策略研究

【作者】 韩新明；

【导师】 袁林；

【作者基本信息】 电子科技大学 ， 管理科学与工程， 2007， 硕士

【摘要】 近几年来,随着人们物质生活水平的提高及科技的普及,手机逐渐成为大众电子消费品。我国的手机产业发展迅速,国产手机厂家经历了艰难的市场导入期后,市场占有率一路飙升,到2003年底取得50%以上的市场份额。但从2004年开始,国产品牌手机市场份额开始逐年下滑,各个手机生产企业都面临着极其严峻的竞争压力。夏新手机作为国产手机品牌的后起之秀,从进入手机行业到2003年,每年都取得销量增长100%以上的骄人业绩。但从2004年开始夏新手机业绩开始下滑,到目前已经下滑到13%左右。在竞争日趋激烈的情况下,面临发展瓶颈,制定合适的竞争战略及策略,成为夏新手机突破发展瓶颈,实现其“华夏之新锐”目标的必要手段。本文在对国内手机市场进行充分分析的基础上,结合国家的宏观经济政策及手机产业政策,综合运用了波特模型(Porter model)、SWOT分析、战略地位与行动评价矩阵(strategic position and action evaluation matrix)等多种分析工具,分析了夏新手机的内外部环境和产业的竞争基础,得出夏新手机应该采取的竞争战略。此外,运用模糊聚类法和模糊综合评价法分别对夏新手机市场的团簇性和顾客满意度进行了分析与评价,为夏新手机确定了目标市场,并给出了在相关目标市场中提高顾客满意度时应该采取的差异化策略。本文共分六个部分,第一部分主要介绍了本文的研究背景及采用的方法。第二部分从手机的需求及发展状况、夏新手机的主要竞争对手、国家的宏观政策及手机产业政策三方面对夏新手机的外部市场环境进行了分析。第三部分采用了SWOT分析法,对夏新手机的优势、劣势、机会和威胁进行了解剖,并采用了SPACE战略地位与行动评价矩阵分析工具对夏新手机进行了细致研究。第四部分对国内手机市场进行了分析,在此基础上利用调查问卷对夏新手机市场的团簇性进行了分析,并确定了夏新手机的目标市场。第五部分,根据前文的分析,针对夏新手机的目标市场结合差异化理论和顾客满意理论提出了夏新手机的竞争战略及策略,并希望这些对策能对夏新手机的管理层在制定竞争战略与策略时能带来有益的帮助。第六部分是结论。更多还原

【Abstract】 In recent years, with the improvement of people’s living standards and the popularity of science and technology, mobile phones are becoming popular consumables .The Chinese domestic mobile industry develops very quickly. After the hard times of introduction to the market, domestic mobile phone producers increase their market shares rapidly all the way, and have covered more than 50% of market shares by the end of 2003, while at the same time they are facing rather rigorous competitive pressures as well. As a promising follower of domestic cell phone brands, Amoi has gained 100% sales increase every year, but currently it is confronted with the bottleneck of development. As competition becomes increasingly fierce, working out suitable competition strategies and tactics becomes an essential means for Amoi to breach the bottleneck and hit it target of“a promising new force in china.”This paper makes an analysis of the internal and exterior situations of Amoi and its foundation of competition and presents the competition strategy which Amoi should take on the basis of a thorough analysis of the domestic cell phone market, together with china’s policies of macroeconomics and mobile industry and employing such analytic devices as Porter model, SWOT analysis, strategic position, action evaluation matrix. In addition, this paper analyzes and evaluates the cluster of Amoi cell phones in the market and the extent of the customer’s gratification respectively through ways of vague accumulation and vague comprehensive evaluation. This paper also helps decide on the target market of Amoi and presents proper strategies which Amoi should take to promote the extent of customer’s gratification in relevant target market. This paper falls into six parts. The first part focuses on the introduction of the researching background and methodology involved in the paper. The second part concentrates on the analysis of the market situation of Amoi from such three aspects as Amoi’s chief competitors, china’s macropolicies, and policies of the mobile industry.SWOT is employed in part three, making dissection of advantages and disadvantages, chances and threats Amoi is facing. The fourth part analyzes domestic cell phone market, on the basis of which analysis is made to the cluster of Amoi cell phone market by means of questionnaires. Besides, the target market is defined for Amoi. Part five puts forth competition strategies and tactics of Amoi on the foundation of foregoing analyses, aiming at the theory of discrepancy of combination of Amoi’s target market as well as the theory of customer’s gratification. This part hopes that these tactics will prove helpful to the management circle when they make competition strategies and tactics. Finally, there comes the conclusion in part six.更多还原