| In this thesis, Base on the mobile Internet era of 3G mobile phone market in China, As the TOP 5 of the world's mobile phone producer M company in which the external environment and internal conditions, base the main line of the marketing theory of 4P, and gradually analysis and reach the M's new smart phones Calgary launch plan in the fourth quarter of 2009.Full-text is divided into five parts:Chapter 1 of the analysis and presentation of the mobile Internet era of smart phone market realities. Mainly describes China's three major mobile operators and relies on the mobile Internet market status of smart phones, Apple, RIM, Nokia, the world's three major mobile phone manufacturers only, they use a different mobile phone operating system, and a detailed analysis of the various operating the application of the system; Finally the M company's analysis of the choice of smart phone operating system, that is used to Google's advocacy and the establishment of the Open Handset Alliance Android phone operating system developed by the reasons for, and the reach of the system are superiority. Analysis of M for the following companies and mobile phone-based Android system, Calgary's competitive edge can only do the theoretical groundwork.Chapter 2 of the Calgary product analysis and identification of target market selection and competitive advantage. Calgary first product hardware, software platforms and parameters of indicators made a presentation highlighting in particular the Calgary is M company's first converged network solutions, using the existing "M Bole," the first social networking mobile phones, the company launched in 2010 The solution is greater use of smart phones, and pointed out that the series of social intelligent network phone has a "temporary high-efficient management of various aspects of working and life; powerful contacts management and application functions; secure data management and backup; a strong network connectivity and applications "such as four main functions; followed by analysis of China's smart phone market, Calgary products in this segment of the target market selection and product positioning to determine the product's target consumers are: social networking enthusiasts, professional managers, fashion technology enthusiasts and the Chinese market, 3G network adopters. And to Calgary cell phone as a "mobile social network aggregation"; the last five kinds of trades through the use of Porter's competitiveness model analysis of the M company's competitive advantage and further analysis of the competitive advantage based on the company under the Calgary product's competitive advantage.Chapter 3 analyzes the Calgary products in each market to develop product life-cycle pricing strategy and marketing channel management strategy. First determine the product lunch time to market in the Chinese market for the December 25, 2009, and in accordance with China's mobile phone market and the mobile phone products in different life-cycle to determine the characteristics of the product at different stages of life cycle pricing strategy adopted, focusing on analyzed and identified in the product introduction phase with the prevailing market price pricing strategy and, based on reference to the market prices of competing products and expert advice interviews and other means to determine listed retail price of 3588 Yuan per unit, and an initial clear period of time each cycle and during the period of the products are expected to sales and retail price (sales within two years, China plans to 500,000 units, the product off the assembly line when the retail price of 2588 Yuan); followed by introducing the M company's independent distributors and large-scale retail a combination of channel sales business model, and proposed levels at distributors and retailers, the wholesaler channel and retail channel selection criteria and methods, in particular, rely on the company made customer relationship management (CRM) system for the first Calgary covering details of the plan operational processes; Secondly, the analysis and formulation of the channel evaluation and incentives, and specific plans bundled with the operator customized steps; the final analysis, the channel and pricing management are the main importance of marketing for mobile products launch time, pointing out that the two channel management main task is to Cross goods management and price management, while analysis of price control caused by the six main reasons, and pointed out that price control is very important for a heavy-weight products listed on the initial performance of Calgary has a significant impact, which established on the Calgary details of the product price control regulations.Chapter 4 analyzes and researches the products listed on the Calgary retail operations management and integrated marketing management. M company is based on the organizational structure of the building of a marketing company's information management system, primarily the company's customer relationship management (CRM), and the company's retail employees of the club website, to help companies in the company with external agents, employees customers and retail staff on communication, information feedback and management play a very good communication platform for role; second section describes the sales team target setting and performance appraisal for the marketing staff, M company is a quarter to the sales staff in accordance with the development of performance objectives, according to the level of the importance and value of products for company to give a different set points, integral volume is an important assessment indicators, the objective of identifying key reference to the following two factors, one is the sales history of the region within one year of national sales The proportion of weight of 60%; Another factor is the third volume of the area's total amount of market proportion, weight is 40%. Along with market share and other auxiliary reference tool. From the performance evaluation indicators, indicators of individual performance assessment reference values, bonus threshold set in three areas of the assessment requirements of different sales teams for the new Calgary, should be applied flexibly to develop the company's sales target of rules and sales personnel performance evaluation indicators, such as amplification Calgary proportion of the product integral to Calgary to set the retail product, channels, operators of various sectors of key products, set a higher points make the sales team more attention to its sales promotion; once again the target consumer products under the Calgary set of the three main communications goals, objectives and tasks in accordance with the preparation of marketing communications 1.4 billion overall budget, determine the order of six television advertisements based marketing communication mix; Finally, through the retail operations and customer relationship management, follow-up, so that Calgary successfully listed in the Chinese market. M company's customer relationship management (CRM) is to manufacturers, agents, retailers closely linked to the terminal link, rational and effective use which is able to link benefits and advantages. Among them, relying on the customer relationship management (CRM), "Gold Customer Club" implementation for the factory, direct supply key retailer and key retailer has brought many benefits to the successful listing of new products will play an active Calgary promote the role.Chapter 5 major research program of the Calgary market to promote the implementation control improvement and updates. Calgary products to market more of the initial preparatory work is based on process-based control of the company listing to promote the implementation of programs should be implemented in specific sectors and specific person in charge, set completion dates, the listing of new products the company can be effectively implemented, For the Calgary this important product to market listed on the establishment of new project team, in the various functional departments to designate a person responsible for and coordination of the products listed and sold in the market, the various issues, generally three months after the successful listing in the product or market Import automatically after the end of the key product dissolved or transferred to other projects, M company's would launch about 30 to 40 mobile phone models one year, so that even the establishment of the project team due to circumstances, to avoid the too frequent. For the implementation of the program listing of the control of, above all, the various work processes to be controlled; Secondly, after the product success launch , according to indicators of the activities to achieve the results of the analysis of results-focused control. The highly competitive mobile phone market, the environment changes over time, therefore plans to improve and update the program is particularly necessary, companies can adjustment channel; agents, retailers, evaluation and adjustment of incentives; advertising and retail promotion .Depend on the maturity of the market conditions, we could be set the goal of product re-positioning. Re-positioning can re-change the product life cycle, in particular, can be a very good extension of the product maturity, maturity extension of the product can not only improve the company's market share, but contribute. The company's financial cash flow.Calgary successful launch, not only enough to create such a large number of cash flow, but also for the company following a series of smart phones to market the program has laid a theoretical foundation and accumulated operational experience, and through the effective marketing, we can increased the company's brand image greatly. |
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