試談魅族MX營銷方案(英文版)

1、WORD.26/27Marketing Plan for MEIZU MXSpecific to ZhuHai UniversitiesClass information: The tenth class in FridayWord count:4877Catalogue TOC o 1-3 h z u TOC o 1-3 h z u PrefaceAt present, from the report China Mobile Communication Research Report in 2010overseas brand cell phones held 75.7% of the s

2、hare of market. Most of them areIPhone, Nokia, MOTO, Samsung, and Sony Ericsson. We can know that the share of market of domestic cell phone was less than 30% from this phenomenon. The marketing of domestic cell phones were in a big trouble. Nowadays, many domestic brands have grown up, but most of

3、them are in poor quality. As the time going by, many people consider the domestic brands cell phones are “cheap copy”.As a consequence, people dont want to choose cell phones made in domestic. It is high time we take some actions to change this phenomenon, and establish a brand belonging to our own

4、country. It is said that the ten of most famous domestic cell phones in 2010 are Lenovo, OPPO, HTC, MEIZU and so on. We can see that MEIZU was on the fourth place. Our market plan is aiming to market the MEIZU MX which will go public on the 1st of January, 2012. We are convinced that the selling hig

5、h quantity of domestic cell phones will increase a lot as long as we hold the crack of undergraduates market share. According to some information from the internet, our groupfinedthatthe undergraduates will the main force in the domestic market. From the questionnaires we did several days, we found

6、that most undergraduates are not familiar with the brand MEIZU, especially the students who come from other provinces. After a series of research, we decide to make a market plan to market the MEIZU MX. Four strategies are expected to conduct: product strategy, price strategy, marketing communicatio

7、n strategy and service strategy.We are convinced that we can achieve our goal as long as we conduct these strategies properly. Before long, MEIZU will become one of the most popular cell phone brands in universities, so does in the domestic market.Executive SummaryMEIZU Technology Co., Ltd. is a Chi

8、nese electronics manufacturer.MEIZU, literally meaning the captivating tribe, has rapidly become one of the most popular brands amongst Chinese gadget lovers. Yet all its producing right now is just the one phone: the M9. But its no matter now. MEIZU MX which will go public on the 1st of January, 20

9、12.The MX, for our university students, who need to store information and communicate or people who want entertainment on the go. Currently, the market for high-end phones is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is s

10、till relatively small compared with general phone market. The students market will rapidly increase in coming years due to lower prices and greater power.Current market situationMarket descriptionI need a more advanced mobile devices boasting powerful processors and graphics processing units, more a

11、bundant storage for applications and media files, higher-resolution screens with multi-touch capability, and more friendly operating systems said by a Zhuhaisuniversity student.A smart phone is a high-end mobile phone built on a mobile computing platform, with more advanced computing ability and con

12、nectivity than a contemporary feature phone. According to a report in early 2011, the rate of smart phone adoption is accelerating: as of March 2011 19.5% consumers had a smart phone, with this percentage rising to 24.0% among 24- to 35-year-olds.China has become the worlds largest smart phone marke

13、t by volume after it overtook the US in the third quarter. China is the worlds biggest market for mobile phones with almost 952m users, and continues to grow at a fast pace.At the same time, there has been a push by mobile phone operators to get more users to sign up for 3G services. Analysts said t

14、hat as consumers take up these services, the demand for gadgets such as smart phones is likely to rise further.China is now at the forefront of the worldwide mobile computing boom. In March 2011, Berg Insight reported data that showed global smart phone shipments increased 74% from 2009 to 2010.In p

15、rofit share of smart phones now is far exceed the share of non-smart phones. Zhuhaisuniversities students are one of the specific customers.MEIZUCompanyintroducesMEIZU Technology Co., Ltd. was established in 2003. The founder has been wrapped in electronics and had a passion for technology since an

16、early age. MEIZU is the fruition of the dream of electronics and the win-win concept. Every leap since founded not only results from the enthusiasm and pursuit of MEIZU staff, but also represents the power of dream.In some ways, people are like computers with the similarconfiguration. Running at ful

17、l capacity likewise, thecomputational load of those keeping a single task is farbeyond that of those multitasked, ending and startingprocesses continually. Only when people remain devoted, wemay suppress complicated interference, strive for ourdevotion consistently, and create greater value and weal

18、th. The constant devotion is the dream!MEIZU was created for the dream. Devotion, perfection, concentrative and long-term pursuit shall bring out exceptional dream works of commercial products. Everything about MEIZU shall transcend conventionality and imagination!Products reviewDomestic smart phone

19、 market is developing rapidly, largely due to operators in the low-end models of the smart great esteem. The MEIZU MX is the companys latest Android handset that combines style and function. It mimics popular devices such as the iPhone 4 and Samsung Galaxy S while adding a heavy layer of customizati

20、on on top of Android. It wont be skimpy as far as specs go, either, with 16GB of internal storage, 1GB of RAM, a 1 GHz processor, and a display with 188 pixels per inch.MEIZU has announced intentions to release the MX as their first handset available in the United States.The following standard of MX

21、MEIZU MX(/ /): 900 and 1,800MHz: 2,100MHz: 21Mbit/s;: 5.76Mbit/sPredecessorTypeDimensions113.0mm (4.45in)H59.8mm (2.35in)W11.2mm (0.44in)DWeight123g (4.3oz)(Froyo)Samsung Hummingbird S5PC110 (ARM Cortex A8), 1 SGX 540Memory1GBStorage16GB or 32GB(flash nand memory)(up to 64GB)Li-ion 1.37 Data inputsD

22、isplay3.54in (90mm) 960 x6408; 1080p HD video;Connectivity();2.1+EDR;Review of competitionAbout the competition, at present, customers tend to pursue more advancing smart phone with further CPU and smarter operation system. So it makes phone market in tension. Manufacturers want to product phone tha

23、t customs adore. Some Manufacturers capture customers (e.g. iPhone) while some Manufacturers cant keep their market (e.g.NOKIA).The most favorite smart phones are all foreign manufacturers. They are IPhone, HTC,Samsung,and NOKIA.All the domestic manufacturers are still in a low phrase. At ourdomesti

24、c manufacturers, MEIZU is still in a low phrase. Customers in high class level tend to choice foreign smart phones because the quality and function seem to better. While customers in middle and low class level tend to choose other domestic smart phone because the price is relative low. MEIZUs price

25、is about at the same level as foreign smart phone. But many people think MEIZUs quality cant achieve those phones. So the competition environment for MEIZU is very detrimental.Review of distributionAbout the distribution and recent sales trends,MEIZU is different from other domestic manufacturers. (

26、This spike is traced to Chinese companies like Huawei Technology and ZTE which manufacture hundreds of millions of cheap phones a year, many low-cost Android models.) MEIZU want to develop domestic high-level smart phone. Neither its design nor its function,MEIZU all want to try its best to achieve

27、the level of products in foreign famous manufactures.MEIZU really fights against the trend of most domestic manufactures. They all think they cant win in technology but in price. We must admire MEIZUs spirit though the market share of MEIZU is lower than those domestic manufactures. So it means the

28、recent major distribution channel in MEIZU is still high-function and high-price.Strengths，Weaknesses，Opportunities，and Threats AnalysisStrengthsExternal：1、MEIZU as a leading brand of domestic MP3,MP4 before, has a good reputation and considerable popularity, occupies a certain market share.2、The En

29、terprise is located in downtown Zhuhai Special economic zone, the geographical position is superior, the external relation is close , raw material purchases easier, has a definite cost advantage.Internal：1、The MEIZU company had been established since 2003, the company has the research and developmen

30、t troop and the technical equipment, by the technology and the product localization, the accurate market localization, certain innovation strength, is maintaining the high speed growth and the development situation continually.2、MEIZUs research and development team is big，with strong scientific and

31、technological innovation, enterprise treats employees friendly, remuneration is superior, At the same time, the company introduced the international advanced management system, so that employees enhance unity, strong motivation.3、Business leaders are forward-looking, correctly see market orientation

32、, strategy development and reasonable.4、Promotes newly of the product MX handset performance-to-price ratio is high, the disposition is superior, novel fashion, also is the intelligent handset, meets the overwhelming majority numerical code amateurs need, compares with other domestically produced ha

33、ndset, the competitive power is quite strong. WeaknessesExternal：1、External propaganda is not enough, there is no advertising efforts, with the exception of digital product enthusiasts outside, college students learn less.2、Stores-only mode, the marketing network is not too perfect. Parts store sale

34、spersons poor quality, including the service attitude and awareness of their products, foreign liaison is not active and extensive enough.Internal：1、Now only the M9 and MX, products of a single, room for customers to choose is less, each of the profit margin is low ,lack of funding for further devel

35、opment.2、The price 2999, is not each university student consumers all can afford, consumption threshold quite to be high 3、Now produces can be insufficient, has hindered the present fast development.4、Stores entry threshold is high, costs are high, distributed widely enough, profits less.Opportuniti

36、esExternal：1、Many international well-known manufacturers and the MEIZU establish the broad thorough cooperation, and has the unceasing company intention, the MEIZU raw material choice leeway is quite especially big. 2、The lives of the people level enhances day by day, the university students quite a

37、re big to the digital product and the intelligent handset demand, also more and more to pursues the brand, is not limiting to the price The MEIZU may taking the opportunity expand the propaganda dynamics, wins the more market share 3、The old customers loyalty quite is high, and formed the petroleum

38、culture, the establishment demon race official forum has enabled the university students to have an exchange platform. Propagandizes unceasingly to its relatives and friends, may cause the sales volume of MEIZU product increase. Internal：1、It is establishing own gradually product ecosphere, includin

39、g software center and online music which just made something a matter of political line, caused the consumer besides to purchase the terminal product, continued to purchase other increment product2、Efforts to increase scientific research, and continue to optimize now MX features, making their produc

40、ts more easy and stable, improving product quality3、There are many development projects, will enrich future product line which can cater for the different stages of the consumer4、More and more many digital Daren joins the MEIZU, causes it to be abundance of capable people, carries out the strength t

41、o be high. 5、Approaches Hong-Kong, Macao and Taiwan, is advantageous in facing the internationalization, and going out the entrance to a country, moves towards the world ThreatsExternal：1、Some other manufacturers slandered unceasingly that, slanders the demon race and the demon races product, and re

42、ported on some media, forms not the good atmosphere, has deceived some university student consumer, causes the part latent customer to drain. 2、Some manufacturer imitation demon race handset outward appearance, and pulls down the price, forms the blind competition, the impediment demon races develop

43、ment. 3、Electronic product update is very fast, MEIZU will advantage reduces the phone it wont be long before, fewer profits.4、Foreign large handset vendors research and development ability, low cost, but also through parallel channels into China market, accounting for MEIZU segment of the market, u

44、nfair.5、The tax revenue swallows the partial profits.6、Some mobile phone manufacturer MEIZU digging company staff, so that part of the brain drain.Internal：1、Single product, improvement of the quality and content needs. Products can only return to depot repair, remains to be seen to be more maintena

45、nce points.2、Few stores clerk moved due to lower welfare, liquidity, need stability.3、The product maintenance time quite is long, insufficient user friendly.4、Some mobile software does not compatible with MEIZU product ,affect the user experience for college students, to be further optimized.Marketi

46、ng ResearchIn order to have a better understand of the products produced by MEIZU，our group made a research about Meizu market share in zhuhai campus. The research conducted by questionnaire. And the theme of the research is how the brand, quality, ability, appearance and price affect the behavior o

47、f campus students to purchase a cell phone. And we are convinced that the research can help us a lot on finding out the answer.The quantity of the questionnaire is 200, and we received 180 pieces of questionnaires. Among all the students, only two of them have no cell phone, and even some students h

48、ave two or more cell phones, we can see from this phenomenon that cell phone has become a necessary tool in daily life. 1、AttachimportancetoqualityThequalityoftheproductsisthecoreoftheproduct.Inourstudy,wevefoundthatstudentsthinkhighlyofthehighqualityofproduct,thenthepowerfulfunction.Tocollegestuden

49、ts,theyreinthelimitbyeconomy.Changingmobilephonefrequentlyisnotreality,sodurabilityisveryimportanttomobilephone. What is of most importance thing when you buy the phone (multiple choice)( )A Stylish BExcellent quality C Cheap D Powerful Function 2、Lower priceAccording to our survey, 51.6% of the col

50、lege students prefer mobile phones range from 500 to 1500 RMB. This is because there are a large variety of mobile phones with good quality and design among this range. Followed by mobiles below 500 RMB, 28.30% of the students possess these low-end devices, due to the reason of limited purchasing po

51、wer of full-time students. Additionally, 15.12% of the entirety owns a 1500 to 2500 RMB mobile; more than 2500 RMB models take up the rest 5.93%.If you change phones, what price range you will expect? ( )A Below 500 RMB B 500 - 1500RMBC1500 2500RMB D Above 2500 RMB3、FavoritestoresexperienceInthesurv

52、ey,collegestudentsprefertogotoelectronicsstoretobuymobilephones,thus,cellphonestoresplayanimportantroletocreateagoodbrandstoreatmosphereandhelpthebusinesstogainmarketshares. Where place do you normally purchase phone?( )A Online B Electronics store C Brand store D OthersplaceDo the sales shop enviro

53、nment will affect your to buy the phone? ( )AAbsolutelyB Might have some influenceC Do not4、Prefer versatile mobile phoneIn addition to the basic functions of mobile phones: phone calls and send text messages. College students were also more and more focus on phones with some additional features. In

54、 the case of limited financial resources of students, they can save money for other electronic products with additional functionality of cellphone. In the college market, enhanced phone features, such as entertainment, is particularly critical.Which cell phone functions you uses most in your usual l

55、ife？ (Multiple choice) ( )A Take phone and send SMS B Entertainment C Represent individual situation DReflect Personality5、Preference fashionable appearanceCollege students evaluation of the product is impacted by its appearance. In terms of appearance, on the phones color, light, modeling and analy

56、sis conducted a survey of case material. For the choice of appearance ,the styling was considered the most important factor, and basic color, thin and shell materials in the same location. Learn from the following data, college students preference concentrated in the bar, slider, flip up and touch-s

57、creen phones. On the appearance of the phone, college students needs of the slim dimensions, roomy screen, press the texture and color are relatively high.What styles the mobile phone you are using? ( )ACandybar phoneB Clamshell phone /Flip phoneC Sliding cover phoneD Smart phone E Others Whatare th

58、e appearances for your requirementcell phone? (Multiple choice) ( )A Dazzle cool color B Ultra-thin size C Wide screen D Button the simple sense of the phone6、AboutchangingmobilephonesAtpresent,thecollegestudentsaredissatisfiedwiththeremobilephone,suchasdesign,function,quality,service,inaddition,the

59、satisfactionaboutsupportingservicesandsecurityisbecomelower.Whatsmore,theoldmobilephonedesignandthefallbehindfunctionrestrictedstudentstobuyanewmobilephone. If you want to replace the phone, what reasons do you choose the most? ( )A Mobile phone damage B Old-fashionedC Backward function D Business p

60、romotion What are not satisfieditem withyour currently usingmobile phone？ (Multiple choice) ( )A Mobile phone quality B Mobile phonestyle C Mobile phone functions D Mobile phone securityEAftersales ServiceF RelatedserviceG Others7、About the information transmissionThe main channels that college stud