锤子手机的品牌提升策略.docx

锤子手机品牌提升策略摘 要作为一项营销活动，品牌管理在美国己过百年。在中国，品牌还是一个新鲜名词。20世90纪年代，我国市场上开始出现“商标”、“名牌”等词汇，随后各种各样的“中国驰名商标”、“驰名商标”开始出现在公众面前。然而，直至今日，在国际市场上真正拥有竞争力的国内品牌却寥寥无几。近几年来，智能手机的普及速度越来越快，中国绝大多数消费者都拥有一款甚至几款智能手机。锤子科技作为一家刚刚成立不久的新公司，手机品牌建设还存在诸多问题，比如知名度不高，产品质量存在缺陷等。因此锤子手机的品牌提升还有很大空间。 由此，本文以锤子科技为研究对象，利用文献资料法，理论研究法来具体探讨锤子科技品牌提升策略。首先对我国手机行业的发展现状以及存在的问题做了一定的深入了解。其次，对锤子科技的相关概况和发展现状进行了认知并指出当前由于不够重视品牌建设所带来的发展问题。最后，基于手机行业的现状和锤子自身的现状问题，从品牌用户价值提升和品牌自我价值提升这两点入手，为锤子手机的品牌提出具体可行的意见和措施。本文基于锤子科技品牌建设存在的问题，运用宏观环境PEST分析法重点分析了锤子科技品牌所存在的问题，提出相应的决绝措施。帮助锤子科技的品牌提升找出一条正确的道路。关键词：品牌提升；锤子科技；手机行业Brand promotion strategy of SmartisanAbstractAs a marketing and brand management in the United States has over a hundred years. In China, brand or a new term. In the 1970s, the market began to appear trademark, famous brand and other words, then a variety of Chinese famous brand, well-known trademark began to appear in front of the public. However, until today, in the international market have real competitiveness of domestic brands are few. In recent years, along with the mobile Internet rapid development, the smart phone at a rapid rate continued to spread. The hammer technology as a newly established not long the new company, mobile phone brand construction still exist many problems, such as visibility is not high , product quality defects and so on. so the Smartisan phone brand upgrade there is a lot of space.This paper to Smartisan technology as the research object, using the method of literature, theoretical research method to discuss Smartisan technology brand promotion strategy. First of all on the status and the existing problems of Chinas mobile phone industry do some in-depth understanding. Secondly, to Smartisan technology related survey and the present development situation cognitive and pointed out that the current because of inadequate attention to brand construction brought about by the development. Finally, based on the current situation of the industry and its current problems, from the users to the brand val