摘要近年来，我国手机行业蓬勃发展，自主研发能力不断增强，整体竞争力的提升使得国产手机在中国市场中占领了较大的市场份额。考虑到企业的进一步发展，许多国内厂商转战海外市场。综合分析地理位置、手机市场容量、劳动力等方面因素，印度成为了众多国内厂商目光的焦点。尽管目前一些国产手机品牌在印度市场中获得了较好的销售业绩，但在销售渠道、用户需求分析等方面还存在问题，阻碍着我国国产手机企业渗入，需尽快解决。48397
本文利用波特五力模型对我国手机企业在印度市场的竞争力进行分析，从产品、价格、分销渠道、促销四个方面提出我国手机企业开拓印度市场的营销策略建议，最后以金立手机为案例进行分析。
Abstract： In recent years, the booming development of Chinese mobile phone industry and advanced R&D capacity has helped the domestic mobile phone companies to gain more and more market share in China. In consideration of the developments of companies, mobile phone manufacturers attempt to look abroad for markets. Analyzing a good number of factors, such as the location, the capacity of the market and the labor resources, Chinese manufacturers decided to expand the India market as they found that India had become a huge and potential market. While some of these mobile phone companies celebrate the exciting sales figures, they start to worry about the patent protection, sales channels and user needs,etc. In order to further develop the business on India market, Chinese mobile phone companies need to deal with these problem as soon as possible.
This paper is going to show the strategies to help Chinese mobile phone companies open up the Indian mobile phone market, based on the analysis on Indian mobile phone market by Michael Porter five forces model. Then I will take Gionee as the example of case.
毕业论文关键词：印度市场； 手机企业； 营销策略
Keyword: Indian market；mobile phone companies；marketing strategy
目 录
1.引言 5
1.1研究背景及意义 6
1.2研究内容及方法 6
1.3本文创新点 6
2.文献综述 7
2.1国外研究现状 7
2.2国内研究现状 7
2.3研究中存在的问题 8
3.我国手机企业印度市场竞争力分析 8
3.1供应商的议价能力 8
3.2购买者的议价能力 8
3.3新进入者的威胁 8
3.4替代品的威胁 9
3.5同业竞争者的竞争程度 9
4.我国手机企业印度市场营销策略存在的问题 10
4.1未能形成清晰的产品定位 11
4.2盲目打起手机价格战 11
4.3线下营销体系未成熟 11
4.4宣传策略不全面，知名度不敌本土品牌 11
5.我国手机企业印度市场营销策略探究 11
5.1产品策略 11
5.1.1基于用户需求精准产品定位 11
5.1.2利用产品差异化突出品牌优势 12
5.2价格策略 12
5.3分销渠道策略 12
5.3.1与本土电商合作发挥线上优势 12
5.3.2完善线下营销体系 13
5.4促销策略 13
5.4.1户外广告促销 13
5.4.2人员促销 13
5.4.3渠道促销 13
6.案例分析——以金立手机为例 13
6.1金立手机印度市场的发展历程 14
6.2金立手机印度市场营销策略分析 14 波特五力模型我国手机企业开拓印度市场营销策略探究:http://www.751com.cn/jingji/lunwen_50986.html