一、概述

公司已经正在实行全国连锁销售。现在准备在广东一城市建立手机连锁店。我在该市做了全面的调查，对该市人文情况有一定的了解。公司派我到该市调研和开发当地市场。

通过这10天里对该市市场的调查和研究，了解了该市的手机市场，并于*月**日完成了本公司在该市连锁经营的营销方案。

该方案可以帮助公司了解该市的手机市场，也可以指导我们开发该市市场的实际营销工作。

二、市场现状分析

（一）用户分析

1、目标市场

通过市场调查问卷，随机抽查结果显示，我们的产品消费人群大多是追求时尚、处在时尚前沿的人群，主要以工厂职工，学生、刚毕业的大学生和接受时尚前沿的青年。另外一些老年人和听力差的人群也会成为我们的客户。

工厂职工和青年购买我们的手机，是为追逐时尚，消费水平能力较低，一般在1000元左右。老年人和听力差的人群，主要是看重音量大、音质好字体清晰的效果，老年人虽有购买能力，可是却不会轻易购买，但可从亲情上，以礼品的方式打入市场。听力差的人群也是该手机的主要消费人群。但青年人前提是以男性为主，老年人则无须考虑性别。

2、消费偏好

在市场调查中发现：消费者普遍容易接受中低档产品；喜欢进口的品牌机和质量好的国产手机；消费者希望手机个性化，希望有专门量身定做的手机；消费者购买手机的主要用途是与人联络，工作需要和顺应流行趋势；手机最多是打电话和发短信。

3、购买模式

在市场调查中发现：普通大众更换手机的时间是2年左右；价位在1000-2000元；通常在专卖店或大卖场购买手机；最注重的是手机的功能、品牌和款式，提供客户所需要的产品这成了我们连锁企业的优势。

4、信息渠道

在市场调查中发现：消费者了解一款新上市的手机主要是电视、网络、宣传单和同学朋友之

间的相互交流，宣传单的效果较差，消费者普遍喜欢同学朋友之间相互交流。电视与网络能够加大我们手机在消费者之间的知名度。消费者接触最多的媒体是CCTV-5，CCTV-8，CCTV-3和本地电视台以及报纸杂志等，他们最信任的媒体是中央电视台。

（二）竞争情况分析

目前在市场国外的品牌有：诺基亚、摩托罗拉、三星、索爱、西门子、飞利浦、松下；国内的品牌有：夏新、天宇，联想、波导、明基、TCL、CECT、中兴、康佳等。

这些手机中市场上比较受欢迎的国外品牌有：诺基亚、摩托罗拉、三星、索爱，比较受欢迎的国内品牌有：夏新、联想、波导等。这些比较受欢迎的国内品牌只是和国内其他品牌相比要受欢迎一点。实际上这些受欢迎的国内品牌远比不上国外那些品牌。市场上的主流品牌基本上是国外的品牌，分别是诺基亚、摩托罗拉、三星、索爱。尤其是诺基亚，它的价格也是比较低的，且耐摔，很受大众喜爱。而且，这些品牌的手机在大多数连锁店都有。

三、市场机会与问题分析

SWOT分析：

优势(Strength)：特色服务。

我们的手机附加有娱乐，学习，理财等应用软件的功能且价格底，这很符合消费群体的要求。并且在我们这里购买的手机还有齐全的功能，如照相机、MP3/MP4，游戏、手写/按键两用看电视，上网等全部具备，并且还有一些特别的手机保养，如：手机贴膜，手机美容。

缺点（Weakness）:

知名度底，担心售后问题的处理。

机会（Opportunity）:

手机市场日益饱和，但客户的需求呈现多样，消费者以手机购买的体验，功能方面的需求为主。手机的用途改变了通信市场的产品结构、人们的生活方式，给人们的生活沟通带来了极大的方便。中国人口基数大，人们的收入水平再不断提高，另一方面，技术的成熟，使得手机的价格不再是天价。人们有时往往喜欢怀旧，复古的款式可以成为时尚的潮流。但是，各大连锁企业根据市场竞争情况分析，都是转向手机的服务，这是最基本的，但是在手机增值方面的服务尚未涉足。竞争企业把手机品牌（包括国外知名品牌、国内手机品牌）低价、功能多，待机时间长，集中于一身。却没有了解客户真正所需要的，这样不能让客户在所要功能上有所选择，这样浪费客户大量的价值，就是说在功能不能灵活的选择，这为那些享有增值业务的连锁企业带来竞争的机会。

手机市场竞争品牌对照表1

手机市场竞争品牌对照表2

4、威胁（Threats）: 就目前市场情况而言，大品牌的手机连锁企业（如苏宁，国美等）占有相当大的市场，所以我们面对的压力还是相当大的。根据市场潜力，广东的市场消费水平分析，我们的消费群体毕竟是有限的，所以我们必须以一定的独特的服务方式来打动更多的潜在客户。

四、营销目标

根据市场调查的结果，我们的连锁店在打入市场前三个月，应达到的销售额多由潜在客户的群体决定的。市场占有率应达3.3%—5%，提高企业的知名度。

调查分析如下：

根据市场调查，对一个大卖场（如国美等）而言，其员工人数一般为30个左右，他们每人一个月的销售目标一般为100个。所以一个大卖场一个月大约可以卖掉3000部手机。而市场上的手机种数大约为20种，所以平均每种手机的月平均销售量为100—200个。但每种手机的类型又有多种，对于一种新款手机其月销售量大约为80—160个。且对市场分析，诺基亚、摩托罗拉、三星等知名品牌销售量偏高。

如广东一城市的大卖场大约有30个，所以一个月的销售总量M=100*30=3000个，三个月的销售额Y元=3000*900*3=810万元

市场占有率Q=100/3000=3.3%

在三个月内根据市场上手机总数和我们入市以后所要进行的促销和宣传，我们的市场占有率在这三个月内将会达到3.3%-5%。随着品牌的推广和大众的认可，我相信市场占有率将会达到一个新的高度。

五、营销战略

（一）销售渠道

1.根据对广东一城市市场的调查，研究了解后，发现手机专营店和家电连锁（如国美、苏宁等）这两种销售模式在消费者中占大多数，所以我们可以以上述两种渠道为主要模式。

2.渠道开发

1在手机专营店设立我们的展柜，有专人销售，穿我们提供的统一制服，负责专业培训，实行提成制（销售一台提2个点）。

铺货：因为像此类卖场多集中在市中心地带，所以可以以相同数量进行铺货，每个连锁系统100台，我们的店面可根据情况增减铺货。根据资料显示：卖场大约有40家，所以我们大约需要公司提供4000部手机。

2连锁企业的建立和铺货方式：和手机大卖场一样建立自己的专人专柜，由我们的销售代表销售，促销人员的提成如上。

铺货：在市中心繁华大街进驻门店。

（二）促销策略

在导入期，可以根据消费者喜好，用以下方法来宣传：

1、路牌广告，传单的发送。

2、在电视广告。广告策划文案如下：

1．广告目标：提高连锁店的知名度。

2．广告主题：时尚、具有朝气，激情，充满生命力。

3．广告口号：。

4．内容：

3、报纸：运用漫话形式介绍我们的手机。

4、网络：与商业网站如阿里巴巴、淘宝等达成商业联盟关系。

5、大小型的活动宣传和销售。

在活动中可采用多种方法来宣传和销售。

1）赠品。分为实物和非实物。

A．实物：如电脑包、酷夏太阳眼镜、T恤、手表、台历、剃须刀等。

B．非实物：如：手机话费、上网费、增值服务等。

2）抽奖

3）展示

（三）产品策略（售后服务）

产品品牌要形成一定的知名度、美誉度，树立消费者心目中的知名品牌，必须建立优质的售后服务。（附：《售后服务指南》。供渠道成员培训和内部员工使用。）

（四）价格策略

统一市场零售价格为938元。

1、对消费者价格为938元，配合促销活动随赠礼品。

2、对渠道成员：让利8%，价格为863元。如果各渠道成员达成销售目标，返2个点以鼓励。

六、策划方案各项费用预算

成本费用总计67.55万元。成本预算表如下：

七、方案调整

1.若时机成熟可建立自己的专卖店，并进行相关的促销方式。

2.根据市场动态与实际碰到的因素随机应变。

3.根据市场反映的信息做出相应的改变.

附：

售后服务指南

尊敬的用户，为了准确预见您的需求，为您提供更多的方便，我们将对您购买的该款手机提供“三包”服务，希望能给您提供更好的服务。

“三包”权益一览表

注：网络因素造成的故障除外。

客户服务热线：

电话：

传真：

网址：

邮编：

信件：

服务时间：客户服务专员和自动语音服务系统全年356天，每天24小时提供不间断热线服务

附：调查问卷

您好：

我们是南京理工大学经济管理学院的在校学生，为了更好的了解消费者对手机消费的需求，为我公司顺利打入本市市场，我们特地展开了此次调查活动。希望您能在百忙之中抽出一点宝贵的时间，协助我们完成以下这份调查问卷。谢谢您的合作！

一、问卷回答（填写要求：请按照你个人的真实情况进行填写，若无特别说明，均为单项选择。）

1、 性别:

A 男 B 女

2、 你的每月生活费为多少？

A ￥300元以下 B ￥300-500元 C ￥500-800元 D ￥800元以上

3、 你现在拥有手机吗？

A 有 B 没有

4、在你周围的人当中，使用手机的人数占多少？

A 极少 B 30％左右 C 50％左右 D大部分 E几乎所有 F不知道

5、 您对目前的手机满意吗?

A不满意,很想更换 B一般,凑和着用 C较满意,适用 D很满意，我的最爱

6．您曾用过的手机品牌：

A．□ 诺基亚 B. □ 摩托罗拉 C. □ 三星 D联想 E 波导

F其他___________________________

7、你购买时，最注重的是什么？

A 品牌 B 功能 C 款式 D 价格

8、你喜欢下列哪种款式？

A 翻盖 B 直板 C 滑盖

9、你购买手机时所能接受的价格是多少？

A ￥1000元以下 B ￥1000-2000元 C ￥20##-3000元 D ￥3000元以上

10您对于目前普遍的手机价格您认为：

A. ○ 高 B. ○ 较高 C. ○ 适中

11．您平均每隔多久更换一次手机？

A. ○≤6个月 B. ○ 1年 C. ○ 1年半 D. ○ 2年 E. ○≥2年

12．您更换手机的原因是：

A.□ 质量等出现问题 B. □ 外观出现磨损、掉色 C．□ 样式陈旧

D.□ 功能太少 E. □ 同别人攀比 F. □其他__________________

13、你一般从哪里获得手机资讯？

A 网上 B 电视广告 C 海报传单 D朋友介绍 E 其它途径

14、最信任的煤体是什么：

A CCTV—1 B CCTV—2 C CCTV—3 D CCTV—5

E 西安电影频道 F西安都市青年频道 G 西安电视台体育频道

H西安有线电视台 J————

15、以下手机促销方式中,最能吸引您的是哪一种?

A 购机赠话费 B 现场打折 C送相关配件 D 抽奖活动

16、现在的手机功能越来越强大,例如摄像头,MP3等,您的看法是?

A 无所谓 B 不需要 C 我想拥有,但不经济 D 价格贵些没关系,但一定

17、你一般到什么地方购买手机？

（1）专卖店 （2）大卖场 （3）移动、联通公司 （4）超市或百货店 （5）网络

18．您觉得各品牌售后服务的情况如何？

A．○ 好 B. ○ 较好 C. ○ 较差 D. 差

19、你希望手机厂商提供什么样的服务(可多选)

A校内维修 B学生专卖店

20．您自认为了解国产手机产业目前情况吗？

A．□ 比较了解 B．□ 大概知道一些 C．□ 一无所知

参与调查人数: 100人

地点：大街

调查方式：随机调查

第二篇：国际营销marketing plan亚马逊苹果手机市场营销策划

Marketing Plan

International Business Class

Tutor:韩**

Name:***

Class :08级本3班

Student No.:2008******

Table of content

Page

1. Executive summary----------------------------------------1

2. Situational Analysis---------------------------------------1

3. Market Objective-------------------------------------------5

4. Market Research-------------------------------------------5

5. SWOT Analysis---------------------------------------------6

6. 4ps -----------------------------------------------------------8

7. Recommendation------------------------------------------9

8. Bibliography----------------------------------------------10

Ⅰ Executive Summary

Because the growth of market is speeding up, Amazon Company

1

achieves its target successfully in the telephone –iPhone market. But as the development of technology, the rising number of competitors makes the competition much fiercer who are fighting for a higher market share nowadays. As a result, Amazon Company must improve its status in iPhone area, so that they can survive and gain prosperity in this field.

Ⅱ

Situational Analysis

●Economical Situation:

Potentiality of the market is decreasing but it is higher than any others in the Telecom sector.

●Competition situation:

? Industry scope is keep soaring when the competition becomes fierce. Here comes the market share data: Nokia →39.3%、Sumsung →21.2% 、 LG →10.5% 、 Sony Ericsson→5.1% 、 Motorola →4.9%。 ? The impact of fake mobile phone turns out obviously. MTK chip makes fake mobile phone prevailing all over the whole china, which has formed a complete industry chain. As the development of the fake mobile phone, the power of it can’t be ignored now.

●Technological situation:

Since Jan. 2009, China stepped into the era of 3G, which becomes the new rocketing point of telephone market, which is beneficial to Amazon’s 2

iPhone marketing, on the grounds of its smart quality.

● Socio-Cultural Situation：

Population growth leading to expansion of the sector needs for cell phones. And people depend more a more on mobile communication everywhere.

●Economical Situation:

Japan is the one of most developed country in the field of global communication. Telephone has been universalized in this island country. ●Competition situation:

?In Japan, Three largest operators comes NTT DoCoMo(Do Communications Over Mobile Network) ,KDD(DDI&IDO),Softbank. Here is the table of their market share:

?The four major telephone producers in Japan are SHARP, Panasonic, Fujitsu, NEC. Four of them occupies nearly 70% of Japanese export market.

3

? In Japan’s telephone market, the biggest competitor-Nokia shares the largest share of Japanese market, it has been involved in the Japanese cellular phone market since 1994 when its first product for Japan was launched. Nokia has developed a stable market position since then. Because of kinds of elements, Amazon realized the intense competition from Japanese manufacturers and the difficulties of understanding the Japanese culture, from the perspective of a western company.

●Technological situation:

Future plans for technological linkage between cities, universities, colleges, hospitals and other institutes are increasing and can be connected to cell phones.

● Socio-Cultural Situation：

Literacy & illiteracy level is not affecting using cell phones but affecting high technological cell phones, this fact needs to be considered.

●Economical Situation:

Taxation is something that governments put and Amazon should be study this as country by country case to anticipate profitability, and pricing strategy. Importing laws in the world with GATT are in favor of 4

trading.

●Competition situation:

Sumsung and LG own a big share in Korea, but since 2009, iPhone has broken 10% of Korean cell phone market when it entered in this country. Table is as follows:

●Technological situation:

Level of usage of the E- Technology (online bidding, billing, complaints, blogging etc) is high and trendy, which turns out to be the merit of Iphone market of Amazon.

● Socio-Cultural Situation：

? Acceptance of imported products in some countries are less if there is local provider.

? There are different social views that may affect the product (e.g.: Boycotting American products in the strong sense of patriotism.)

Ⅲ

Market Objective

5

Amazon Company needs to have a sale income of $ 221 million which includes gross income of $ 57 million. The rate of gross income is 28%, net profit margin is $ 6 million, and the market share is 6.3%.

Ⅳ Marketing Research

●Target groups:

Four age groups will be targeted: 15-20 years, 20-25 years, 25-45 years, and 45 years and up.

?High School and College aged people will demonstrate social uses. ?The 25-45 years group will be used to determine business application and social/personal use.

?The 45 years and above will give us a plan to market to more senior well-refined group.

●This research will be done through surveys (via email through portals such as, iTunes and other on-line application) and interviews with the same age groups listed before.

●Brand awareness will be an important tool in taking the Amazon brand from "social cool" to "business cool".

Ⅴ SWOT Analysis

● S/O Analysis

6

?Strengths:

Brand awareness – Amazon is famous for its convenience due to its strong network. And iPhone is well known for its quality, cool essential gadgets and multi-function.

Innovative – The iPhone has an innovative multi-touch screen. It also has many functions of other mobile products all in one device. The all-new touch screen interface recognizes multi finger gestures, just as the human hand normally behaves.

Compatibility – The phone will work with iTunes which means limitless potential for upgrade ability.

Price –Buying an iPhone from Amazon is much cheaper than shopping stores.

?Opportunities

Partnerships – Amazon can collaborate with many powerful social networks and searching webs, which reduces costs in marketing and increases revenue through long-term agreement deals.

Increasing demand and expansion to a new target segment – As technology advances and smart phones get cheaper Amazon will attract consumers buy promotion.

No similar companies have defensive position fixing market.

7

● W/T Analysis

?Weaknesses

Image – The Amazon network is not targeted towards people who don’t make use of internet and does not have a reputation as being compatible with the corporate world.

Price – Apple does not yet offer lower priced models for more cost conscious consumers.

User Interface–Amazon’s main telephone product -iPhone’s touch screen interfaces suffer from the problem of “gorilla arm”.

(Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers.)

?Threats

Increased competition –competitors like Taobao, Dangdang, and other smart phones are easier to make now more than ever. More companies may enter the market, and competitors maneuver around patents to create similar devices.

Downward pricing pressure –Although the iPhone is marketed as a high-end phone, but phone prices are almost certainly going to fall when 8

other companies undercut the price of iPhones.

Difficulty expanding into Asian market – There is less hype and interest in Asia since its high price, and what’s more, smart phones are better known and already widely used.

Ⅵ 4Ps--Marketing Mix Strategy

●Product

?Adding the following features to the iphone (large disk storage capacity, lower weight, thinner device, long battery life, 4G wireless, GPS and improved camera).

?Launching a cheaper version in 2012 with less advanced features along with a more advanced version for professional use.

?Full year warranty along with an optional three-year Care warranty. ?Special edition version to be launched (including the iPhone Beatles edition celebrating their 40th anniversary).

●Price

?Set the 8G model at a cheap price of ￥3399(save ￥600), 16G model of ￥4799 (save ￥500), 32G model of ￥5499(￥save800).

?Special limited edition Beatles iPhone for special prices.

?Generally lower its prices to ensure Amazon establish market dominance in as short of time as possible.

●Place

9

?Massive rollout worldwide at all reputable major retailers.

?Massive rollout Online, Showrooms and in all cell phone providers. ?Eye catching displays will be found at all physical stores featuring the iPhone to make the product stand out from the pack.

●Promotion

?Integrate message of revolutionary communications and audio/visual experience together in all media advertisements.

?Emphasize Amazon brand prominently and associate the iPhone. ?Original but tasteful advertisements at the same time.

?A massive TV campaign is planned before launching the iPhone featuring a soon to be legendary ad to be the talk of the country.

?Advertising will be appearing on a regular basis to maintain general public awareness.

Ⅶ Recommendation

●Although it’s a strength that the cost of buying an iPhone from Amazon is much lower than shopping stores, the price of Iphone itself turns out to be much higher than the other brands, like Nokia, Sumsung. So Amazon can give some discount to the retailers for their increasing amount.

●Open the 24-hours 800-tele to deal with the problem of customers. ●The Amazon company can make full use of PR(public relationship) 10

buy releasing the news of iPhone in related websites、magazines or newspapers.

Ⅷ Bibliography

?郭国庆 、钱明辉.《市场营销学通论》（第三版）. 北京：中国人民 大学出版社, 2007.

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