摘要
随着3G通讯技术浪潮来袭,用户对手机的需求已不再仅仅局限于通话,而是
扩展到了数据、娱乐、社交等多个方面。传统功能手机在满足用户的多种需求方
面力有不逮。而随着智能手机芯片技术的不断发展,智能手机的性能R进千里,
加之智能手机的特性决定了用户可以根据需要自行安装第三方幵发商提供的软
件、游戏等程序,有效地满足了用户的多种需求
自1996年开始,诺基亚手机连续15年占据手机市场份额第一的位置,其手
机市场份额最高曾一度达到40%。然而自2010年起,由于iPhone及釆用Android
操作系统的智能手机大行其道,诺基亚手机特别是智能手机市场份额开始大幅下
滑,至2012年1季度,诺基亚手机市场份额仅为20%,名列第二。与此同时,以
三显、苹果、HTC为首的各智能手机厂商市场份额大幅增加,其屮三星更是一举
超越诺搖亚,成为全球最大的手机)商
2012年4月24「-丨,由于手机销量低迷,服务分化等原因,惠誉评级(Fitch
Ratings)将诺接亚债务信用评级降至“垃圾级”。2012年5月9 F1,山于资金不足,
诺站亚宣布卖掉其芙国纽约总部,诺基亚公司经营陷入困境。根据2012年第三季
度的季报,诺基亚公司连续6个季度亏损,其2012年三季度亏损达9.69亿欧元
如何应对、破解智能手机销售低迷的僵局,将是诺基亚公司脱离困境的重要因素
本文在深入研究全球宏观经济环境、智能手机市场格局以及智能手机技术发
展趋势的站础上,结合诺站亚公司自身优势及全球钓能丁-机市场形势等方面,利
用SWOT分析法对诺驻亚公司所面临的外部环境和其内部条件进行分析,从地理
因素和行为因素两个角度运;!]综合因素分析法对诺娃亚公司智能手机目标市场进
行了细分,并以此为基础提出了相应的市场汽钔战略。在制记市场荇销实施策略
时,除了运用4P’s组合策略外,还包括了市场营销控制措施
通过本文的分析和研究,希钽能够对诺站亚公司智能手机市场营销提供-鸣
参考和借鉴,史顶要的是通过本文的分析和研究能够对笔者的现论学习进行检验,
对今后的工作起到指4作用
关键词:巧销战略;实施策略;智能T机;竞卞
ABSTRACT
With the development of 3G technology, the demand of users is not only the
communication but also data,entertainment and sociality etc. The feature phone is lack
of meeting the various demands. Based on the development of smartphone chip
technology, the performance of smartphone makes rapid progress. The characteristics of
smartphone allow the users to istall applications provided by 3rd party, it can meet the
various demand better.
Since 1996,Nokia have taken over the No.l of handset market for 15 years. The
market share of Nokia handset highly reached 40%. But since 2010,the market share of
Nokia handset glides considerably because of the emergence of iPhonc and Android
based smartphone. The market share of Nokia handset reduced to 20% in Ql, 2012
which ranked second. On the contrary, the market share of smartphone vendors, such as
Samsung, Apple, HTC, increased rapidly. Samsung took the place of Nokia and bccamc
the leader of handset market.
On April 24,2012, Fitch Ratings rcduccd Nokia's long-term debt rating to BB+
(junk),blaming the deterioration of its handset business. In May 9,2012,Nokia sold
its headquarters in New York, USA to raise cash. The operation of Nokia got into hot
water. According to the Report of Q3, 2012, Nokia continued the losses for 6 Quarters.
The losses was 0.969 billion EURO in Q3, 2012. How lo deal with the the deterioration
sales is the key to get through difficult situatons.
The essay researches the macro economy circumstance and the pattern of the
smartphone market, combines Nokia's strength and globlc handset market situation,
analyses the external environment and internal environment by SWOT analysis,
segments the target market of Nokia smartphone by synthesis based on geographical
and behavioral factors, then puts forward the corresponding market strategy. The essay
concludes the implementing strategy based on 4P,s strategy and makes the measures of
marketing control.
The essay intents to provid some rcfcrcncc and consult lo the marketing of Nokia
smartphone. Most of all, the essay will help to review what I have learned in MBA
courses and guide my work in future.
Key words : marketing strategy, implementing strategy, smartphone,
competitiveness