| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 103 === Abstract
In year 2013, smart phones overtook the feature phones in the market share for the first time. In the world mobile phone market, China accounted for more than a third, while China's mobile phone brands took six out of the world's top ten. Amongst which the Millet phone is the most dazzling star brand. In recent years, the rapid rise of Millet phone took the market by shock, the reason for its success has become a topic of concern in the field of marketing. In this study, we explored the development of the current situation and future trends in smart phones, mobile phones and Millet during the rise of innovative marketing strategies, and the product life cycle characteristics and coping strategies in Millet phone. The results of the study showed high-cost smartphone growth has slowed down, low-cost smart phones is growing rapidly. Millet phone used low pricing, limited pre-order, Internet marketing, community management and other innovative marketing strategies, not only quickly captured the smart phone market but forced the competitors to follow suit to offer cost-effective phones. In addition, Millet phone used Internet marketing model, continuing to strengthen the power of the Internet community, and the development of the diversed additional products, are the main strategy of Millet phone in expanding overseas markets and improve the competitiveness. With the results of this study, it is desired to provide investors and related personnels related to the smart phone industry, references to the status and future trends, and develop marketing strategies.
|
|---|
