[诺基亚手机河源专卖店.docx.doc

(NJY)WP系列智能手机 2014年第一季度广告策划书 XX职业技术学院二学年上半学期作业（2012123198） 2013.12.21 （防伪HJN819） 目录 一················································································································································前言 二········································································································································市场分析 三········································································································································产品分析 四········································································································································销售分析 五········································································································································广告战略 六·····································································具体方案 七····························································································································广告预算及分配 八································································································································广告效果预测 ? （一）、前言 2012年以来作为本公司所代理经营的主要手机产品诺基亚手机销量不断下滑，销售额与利润额不断降低，同时市场上诺基亚手机占有量亦在不断降低；为使本公司所销售手机销量得以上升，正值2013年至2014年诺基亚公司发售多款新机型，广告营销与市场反馈良好之际，策划此次方案以达到提高销售额与利润的目的。 （二）市场分析 从2001年7月开始，我国就超过美国成为世界上最大的移动通信市场，但我国的移动电话普及率与发达国家普及率有很大差距，这说明中国手机市场潜力巨大，三四线城市尤甚。但同时，巨大的增长空间也令竞争变得空前激烈。 据统计，目前我国共有多个品牌在争夺XX手机市场，国外品牌以三星、索尼、苹果和谷歌为主，国内品牌以TCL、HTC、小米、华为、中兴、联想为主。目前XX各品牌手机在销量上还存在很大差距，国际为苹果与三星占据主要地位，国内品牌为华为和联想占据主要地位 ，诺基亚手机智能机市场萎缩至十分小的状态，主要有功能机市场占据主要地位。 在智能手机市场中，随着3G甚至4G业务的不断普及，客户更关注的是移动上网的快捷性和个性化应用与产品设计的多样性，而苹果、三星，索尼等迎合了智能手机客户的购买心理。苹果则采取少品种、单一品类、单一型号的产品规划模式。与苹果的单一型号的手机相比，虽然诺基亚的手机型号众多，没有哪个型号能够超过苹果手机的销量；与三星的个性化的手机相比，诺基亚的手机应用不人性化，操作繁琐；与索尼和HTC的多旗舰手机相比，诺基亚手机的设计呆板老套，缺乏新意和时尚元素，造成它迅速的流失客户群体。。智能手机带来的不仅是对诺基亚智能手机的冲击，而是对未来移动市场的洗牌。Android用户关注及市场份额上升势头强劲，苹果继续一枝独秀，诺基亚手机现在使用的WP手机系统还需要时间的发展和完善。 在与国内手机竞争中，诺基亚完全没有任何的价格优势，设