摘 要:随着我国经济的快速发展，消费者对于手机消费的提高和更新换代速度的加快，中国手机市场的发展潜力越来越巨大。然而在中国手机市场上占据主导地位是国外知名的手机品牌，如：苹果、三星等。而国产手机品牌虽然占据了一定的市场份额，但是都主要居中于中低端手机市场。本文通过对国内外手机品牌的营销策略的研究，了解我国目前手机行业整个市场的品牌知名度情况，分析我国手机行业中的特殊性，找到其发展规律。探究国外手机品牌的所采用的营销策略中值得学习的地方，同时根据对市场的发展趋势的了解，发现中国手机在塑造品牌的时候采用的营销策略中使用不当的情况，并对其提出改进意见。
本文在分析了对中国手机市场品牌现状后，对国际手机品牌与国产手机品牌营销策略进行对比分析，得出各手机品牌品牌营销中优缺点。分析了苹果手机、三星手机、联想手机、小米手机的营销策略，比较了国内品牌相对于国际知名品牌在营销策略方面的不住。得出在国产手机品牌营销策略中存在的问题：市场定位问题。然后对国产手机品牌进行了SWOT分析，最后根据SOWT分析得出国产手机品牌营销策略的改进意见。
关键字：品牌 品牌营销 国产手机 SWOT
ABSTRACT:With China's rapid economic development, the level of consumer spending rising, China mobile phone market is more and more huge potential. However, occupied the dominant position in the Chinese mobile phone market is well-known foreign mobile phone brands, such as: apple, Samsung etc.. While the domestic mobile phone brand although occupy a certain market share, but they are mainly centered in the low-end mobile phone market. In this paper, through the study of domestic and foreign mobile phone brand marketing strategy, understand the current mobile phone industry as a whole brand awareness in the market situation, analysis of the particularity of Chinese mobile phone industry, find the law of its development. Deserve the place of study of foreign mobile phone brand the marketing strategy, and according to the development trend of the market understanding, found the misuse of Chinese mobile phone use in shaping the brand marketing strategy, and puts forward the suggestion on improving the.
Based on the analysis of Chinese mobile phone market brand status, comparative analysis of the international and domestic mobile phone brand mobile phone brand marketing strategy, the marketing of the mobile phone brand advantages and disadvantages. Analysis of the apple mobile phone, Samsung mobile phone, lenovo mobile phone, millet mobile phone marketing strategy, compares the domestic brands to international brands do not live in terms of marketing strategy. It exists in the domestic mobile phone brand marketing strategy of the problem: market positioning. Then has carried on the SWOT analysis to domestic mobile phone brand, according to the SOWT analysis showed that the improvement of domestic mobile phone brand marketing strategy.
Keywords: brand marketing of domestic mobile phone SWOT
