【作者】 何浩；

【导师】 王世彤；

【作者基本信息】 天津大学 ， 工商管理， 2006， 硕士

【摘要】 近年来,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,需求量年年递增。另外,随着彩屏,照相等新功能集成到手机中,手机市场正迎来巨大商机。手机行业也经历了从摩托罗拉一家垄断,到诺基亚,摩托罗拉,爱立信三足鼎立,再到国产手机群雄并起,进而到现在手机行业的洗牌与重整等不同阶段。随着全球一体化大潮和越来越多的厂家进入,竞争也愈演愈烈。明基手机作为手机产业新军,在接手西门子手机业务之后,虽然拥有西门子手机留下的丰富“遗产”,面临着巨大的市场机会但同样也面对着前所未有的挑战。在竞争日趋激烈的情况下,制定合适的发展战略及策略,成为明基手机突破发展瓶颈,实现跨越式发展目标的必要手段。本文在对国内外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,以明基手机公司现状作为基础,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, SPACE matrix)等多种分析工具,分析了明基手机的内外部环境和产业的竞争基础,并得出明基手机应该采取的发展战略及策略。本文虽然主要分析明基公司的发展战略与策略,但在公司内外部环境分析时所采用的SWOT分析及SPACE分析法,以及对国内外竞争对手的分析,同样对于其他手机厂商和相关行业有一定的借鉴意义。更多还原

【Abstract】 Recent years, with the improvement of people’s living condition and popularity of telecommunication science and technology, mobile phone is becoming popular electronical consumable. Furthermore, more and more functions like color LCD, Camera are being integrated into mobile phones, a huge market of mobile phone is upcoming quickly. Meanwhile, Mobile industry also experienced from the stage that Motorola held most of the market, then Nokia, Motorola and Ericsson shared the whole market to the pop up of China local mobile brand and now a new round of industry optimization. With the spring tide of globalization and more and more competitors’entrance, the competition is becoming much more intensive. As a new comer of mobile industry in China, after take over mobile business from Siemens as well as abundant inheritance of Siemens, BenQ is going to see a big market opportunity in front, meanwhile, a big challenge too that she never met before. In the presence of intensive market competition, a suitable development strategy and tactic for BenQ becomes the key means for the company to overcome the difficulties and realize its goal to develop fast.On analysis of domestic and foreign mobile market, this article combines china’s macroscopical industry policy and mobile policy, base on BENQ Mobile current status and make use of Porter model, SWOT analysis, strategic position and action evaluation, SPACE matrix and etc. analyzed the inter and outer environment and competitive base of BENQ mobile, and present competition strategy and market tactics.Although the article is based on the analysis of BenQ mobile, its analytical method like SWOT analysis and SPACE analysis as well as competitor analysis could also be used for reference for other mobile company or similar industries.更多还原