国产手机出口策略分析.doc

国产手机出口策略分析 摘要 科技改变人们的生活,手机作为科学技术的重要发明，在人们的生活中扮演着越来越重要的角色，随着互联网的发展，人们的衣食住行都可以依靠手机完成，国产手机的发展也站在了一个新的高度。在激烈的国际竞争坏境以及科学技术更新换代神速的今天，国产手机在国内站稳脚跟并且走向世界的过程中还有许多问题与困难，主要有创新不足；专利费用高昂；上游产业缺失；缺乏核心技术；品牌知名度和美誉度低；产品架构搭建不合理；价格优势消失；质量参差不齐等问题。针对这些问题的对策主要有实行差异化；寻找目标市场，瞄准市场需求；打通产品营销渠道，完善售后服务体系；加大技术上的投入；确立清晰的企业战略；重视品质等等。只有这样，自主品牌的国产手机才能取得双重胜利，即国内市场和国外市场上的胜利。 关键词 国产手机 创新 品牌建设 出口对策 Abstract Technology is changing people’s lives,the mobile phone as an important inventions of science and technology in people’s lives play an increasingly important role, along with the development of the Internet, people can rely on the phone to complete the basic necessities of life,the development of the domestic mobile phone stood a new height. In the fierce international competition, as well as scientific and technical upgrading of bad environment rapidly today, the domestic mobile phone firm foothold in the country and to the world in the process, there are many problems and difficulties,mainly the lack of innovation;patent costly; goods cheap stile innovation stamina; lack of core technology; low brand awareness and reputation;sales channels are not convenient; uneven quality and other issues.Strategies for the implementation of these problems are mainly differentiated;to find the target market, targeting the market demand; open product marketing channels,improve the service system; to increase investment in technology; establish a clear business strategy; attention to quality, and so on. Only in this way,its own brand of domestic mobile phone in order to achieve a double victory,that victory in the domestic market and foreign markets. Keywords: domestic mobile phone; innovation; brand building; export countermeasures 目 录 摘要 1 1.引言 3 1.1问题的提出 3 1.2国产手机发展历程 3 2.国产手机品牌出口现状及特点 5 2.1国产手机出口现状 ......................................................7 2.2国产手机出口特点. ....................................................10 3.国产手机品牌走向世界时面临的问题 14 3.1人民币升值的威胁 15 3.2专利费用的威胁 15 3.3手机厂商可能