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1、TheReportofMarketingStrategiesofMEIZUMobileEnteringtheIndiaMarketBackgroundandSignificance美国《纽约时报》网站5月12日，多年来，数亿中国人购买了新的智能手机。在此过程中，本土的手机制造商的业绩大幅增长，然而在中国，智能手机快速增长的时代已经终结。据IDC的数据显示，超过8亿中国人使用智能手机。已经饱和的中国市场意味着更少的新买家，而经济放缓又意味着消费支出下降，所以各大国产品牌纷纷选择走出国门，向世界市场进发。吸取了国产
2、手机的“第一轮出海浪潮”的失败经验，这次的“第二次出海浪潮”不再仅仅是拼低价，而是从性价比出发。在各大国产品牌纷纷走出国门的时候，在中国极具影响力的魅族也需要采取行动。否则，在国际市场上，会远远落后于它的对手。2.ReviewofRelevantTheoreticalLiteratureTherearemainlythreemajortheoreticalfoundationfortheMEIZUtelephonetodeveloptheIndiamarket.Thatisthebrandcompetitive
3、ness,marketingstrategyand2.1BrandCompetitivenessCompetitivenessisacomprehensiveabilityreflectedbytheparticipantsoftwoormorepartieswhencompeteorcompare.Itisarelativeindicatorandmustbemanifestedthroughcompetition.Generallyspeaking,someofthecompetitivenessarest
4、rongandhuge,whileothersaresmallandweak.BrandCompetitivenessisoneoftheenterprisescompetitiveness,whichisthemostenduringexternalappearanceofenterprisecorecompetitiveness.Anyoftheexistingcorecompetitiveadvantageoftheenterprisesuchasresource,technology,talent,ma
5、nagementandmarketingstrengthswilleventuallytransformtotheenterprise'sbrandcompetitivenessadvantage.2.2MarketingStrategyAmericanmarketingexpertNeilBoughtonproposedtheconceptofthemarketingmixandJeromeMcCarthy,aprofessorattheMichiganUniversity,proposed4P(Produc
6、t,Price,Place,Promotion)from1950.Withthedramaticallychangeofthecorporatemarketingenvironment,themarketingmixhasundergonetheevolutionof4P,4C,4R,4V,7P.4CtheoryispromotedbyafamousAmericanscholar,professorRobertLauteerborn,inthe1970sincludingCustomer,Cost,Conven
7、ience,Communication,mainlyincustomer-oriented.4RincludesReaction,Relative,RelationshipandRetributionpresentedbytheAmericanscholarSchultzwhichemphasizedtheopensystemsperspectiveindevelopingmarketingactivities.Afterthe90s,withtherapiddevelopmentofinformationte
8、chnology,4VmarketingtheoryisbornincludingVariation,Versatility,ValueandVibrationwhichemphasizesdifferentiatedandpersonalized.7PtheoryaddedthreePstothetraditional4PwhichisPeople,Process,PhysicalE
