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1、哈尔滨工程大学硕士学位论文国内市场中外手机品牌经营战略的比较研究姓名：陈敬申请学位级别：硕士专业：工商管理导教师：孙德梅20060601AbstractAccordingtotheannouncementofMinistryofInftmnationIndustryofChina,therehavebeen398millioncellphoneusersinChinauntiltiieendofJaniuray,2006,andit'sabouttwicethatofAmerica.ThenumberofcellphoneusersinChinahasbec
2、ometheNO.lintheworld.Thehugecakeattractsdomesticandforeignmobilephonemanufacturersandtriggersapricewar.AfterChina'saccessiontotheWorldTradeQiganization,theformerweakChinesemobilephonemanufacturerswerenotswallowedupbytheinternationallyrenownedforeignbrands,onthecontrary,theytookaway
3、30%ofthemaricetshareinChina.Theirsurvivanceinthehotwaterprovidedsuccessfulexperiencesforotherindustriestogoby.ButthedevelopmentofQuna-ms^emobilephonesisfacedwithmanypotentialthreats,suchasenergyshortage,thelackofcoretechnologiesandsoon.Theseproblemsareurgenttobesolved.Therefore,thi
4、spq>erattemptstohavethetwodomesticbrandsBird,TCLandtwoforeignbrandsMotorola,Nokia,therepresentativemobilephonemanufactuersfortheperiod1999-2005,asresearchobjects.Casestudiesandcomparativeaoalj^softhesefourbrandsinthispaperwillbehelpfiiltoidentifytheadvantegesand^ortcomingsof也emanag
5、ementinChina-mademobilephonebrand,inAispaper,thegapbetweenChinamobilephonebrandandworldwidebrandhasbeeninvestigeted,withaviewtoprovideconstmctiveadvicesforthemanagementofChina-madehandsets.composedoffiveparts.Thefirstpartistheforeword.Theliteraturesununaryandtheoryresearchfoundatio
6、n.Thispartmainlysummarizesbrandbusinessmanagementliteratureandflieoryp印er.InthepartHI,thestatusformaiketbrandmanagementchina-mademobilephoneisamdyzed.InPartIV’studyobjectsandmethodsaredetennined,andcaseanalysisanddiscussionstartedPartVofthispaperisasummaryofthemainconclusions,andma
7、kesrecommendationsforthemanagementofmobilephonesmadeinGima,Keywords：brai)d;maiketstrategy,mobilephonemaiketAbstractAccordingtotheannouncementofMinistryofInftmnationIndustryofChina,therehavebeen398millioncellphoneusersinChinauntiltiieendofJaniuray,2006,andit'sabouttwicethatofAmerica
8、.Thenumberofcellphoneusers
