论文部分内容阅读
2000年将是国产手机与国外品牌竞争的关键一年。三大巨头(诺基亚、摩托罗拉、爱立信)已瓜分了国内80%的市场,国产手机一打开家门就得参与世界级竞争,而我们在产品创新、资金实力、营销理念诸方面都不具优势,在这种形势下,国产手机如何尽快站稳脚跟、出奇制胜、就成了每个营销人关心的话题。最近看了几则国产手机广告,对其未来不无担忧。先来看几个先期进入市场的产品广告:科健手机以张铁林为形象代言人,广告卖点是:“科健手机,成功标志”;康佳手机以周润发为形象代言人,广告主题是:“倾听世界的声音”、“创意
The year 2000 will be a crucial year for the competition between domestic mobile phones and foreign brands. The three giants (Nokia, Motorola, and Ericsson) have carved up 80% of the domestic market. Domestic mobile phones have to participate in world-class competition when they open their doors, and we have no advantages in product innovation, financial strength, and marketing concepts. Under such circumstances, it has become a topic of concern for every marketing person how domestic mobile phones can gain a firm footing and surprising success. Recently I saw several domestic mobile phone advertisements and I am concerned about the future. Let’s look at a few product advertisements that entered the market in advance: Kejian Mobile uses Zhang Tielin as the spokesperson for the image. The selling point of the advertisement is: “Kejian Mobile Phone, Success Sign”; Konka Mobile Phone uses Zhou Runfa as the spokesperson of the image, and the advertising theme is: Listen to the voices of the world ”, " ideas