诺基亚在中国手机市场成功运营案例分析.pdf

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1、MobilePhonesinChinaAStudyofNokia’sSuccessApril2009Copyright©2009GrailResearch,LLCMobilePhonesinChina–Nokia’sSuccessExecutiveSummaryOverviewNokiahasledtheChinamobilephonemarketsince2004,andtodaycontrolsnearlyhalfofandKeythevaluablestudentmarket,indica

2、tinghighpotentialforfuturemarketsharegrowthHighlights•Nokiaholds32.5%shareoftheChinesehandsetmarket•49.3%ofuniversitystudentscurrentlyownaNokiaphone•72.7%ofallstudentsanticipatethattheirnextmobilephonepurchasewillbeaNokiaNokia’ssuccessisderivedfromth

3、eirconsumer-orientedstrategies:•Prioritizing“peoplefirst”andunderstandingconsumerneeds•Appealingtospecializedconsumergroups•Leveragingbroadchannelsofdistribution•Localizingresearch&developmentcapabilitiesandmanufacturingcentersSources:ChinaMobilePhone

4、SurveyamongCampusStudents,Dec2008,GrailResearch;‘MobilephonemarketshareinQ1,2008’,DCCI(DataCentreofChinaInternet)April2009

5、Copyright©2009GrailResearch,LLC2MobilePhonesinChina–Nokia’sSuccessMarketFactsNokiaalreadyholdsthelargestportionofmarketshareinCh

6、inaandshowshighpotentialforfuturegrowth–particularlyamongstudents,thenextgenerationofpurchasingpowerBrandChoiceforNextPurchase,as%ofCurrentMarketShareandFutureBrandChoiceCurrentBrandUsersCurrentPhone232.5%Nokia49.3%SonyNokiaSamsungMotorola72.7%Ericsso

7、n(249)(75)(48)(38)16.7%Motorola2.8%5.3%16.7%5.3%Motorola9.5%6.1%3Nokia85.1%53.3%62.5%65.8%9.6%Samsung14.9%Samsung4.0%33.3%2.1%5.3%9.3%TotalMarketShare15.9%StudentMarketShare2SonyEricsson2.0%2.7%10.4%13.2%NextPurchaseSonyEricsson7.5%StudentFutureChoice

8、34.0%Others6.0%5.3%8.3%10.5%35.3%Others15.8%7.0%Notes:1SampleselectedbyarigorousprocessaccordingtoCNNICandNationalBureauofStatisticsofChina.2Question–“Whichbrandofmobilephonedoyoucurrentlyown?”;3Question–“Whichbrandofmobilephoneareyoumostlikelytopurch

9、asenext?”;GrailAnalysis,Totalrespondents=505,invalidrespondentsexcluded.Sources:GrailResearchChinaMobilePhoneSurveyamongCampusStudents,Dec2008;‘MobilephonemarketshareinQ1,2008’,DCCI(DataCentreofChinaInternet).April2009

10、Copyright©2009GrailResea