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1996年郑州市电信局开始经营寻呼业务,主要机型为“摩托罗拉”。至1998年郑州市已有40家寻呼台和50万寻呼机用户。寻呼机品牌也由“摩托罗拉”一统天下.变为多品牌纷争。其中“松下系列”、“NEC 系列”、“大井系列”、“大洋系列”、“熊猫”和“天堂鸟”及“TCL 系列”等分割了近48%的市场份额。“摩托罗拉”仍属品牌老大,市场份额占据了52%。如何进入郑州市竞争激烈的寻呼机市场,占有更多的市场份额,是商家最关心的问题。飞利浦寻呼机作为市场的新进入者,委托了河南现代营销研究所(MMI)对利浦产品进行了市场营销策划,以下是策划案主要内容。
In 1996 Zhengzhou City Bureau of Communications started paging business, the main model for the “Motorola.” By 1998, Zhengzhou City had 40 paging stations and 500,000 pager users. Pager brand also dominated by the “Motorola.” Become a multi-brand dispute. Among them, Matsushita Series, NEC Series, Dajing Series, Ocean Series, Panda and Bird of Paradise, and TCL Series have divided nearly 48% of the market. “Motorola” is still the brand leader, accounting for 52% market share. How to enter the Zhengzhou pager market competition, occupy more market share, is the business most concerned about. Philips pager as a new entrant to the market, commissioned the Henan Modern Marketing Institute (MMI) conducted a marketing plan for Philips products, the following is the main content of planning case.