海尔通讯2009年夏季成都高校推广策划书

文章作者：敏忠贤
文章加入时间：2009年10月21日 9:27

摘要：

如今的手机市场，早已不是凭一两款机型就能通吃天下的时代了。同质化、同功能、同造型的机型不断涌现。先是单屏手机充斥市场，商家们还沉浸在“利润诱惑”中，消费者也还没来得及过瘾，一些厂家便纷纷推出彩屏手机。一时间，市场人头攒动，厂家也借此赚得盆满钵满。

然而，手机这个时髦、新潮的通讯行业，其背后的竞争向来是激烈乃至残酷的。2003年，诺基亚推出7250，本以为能独享市场红利，不料索尼爱立信T618横空杀出，以低于水货的价格姿态，让消费者直呼“划算”。可这便宜还没捡够，摩托罗拉E635就开始叫卖，屏幕和摄像头功能比前两者好出一截，价格反而便宜数百，颇有挥泪大甩卖的意思。

但这泪还没挥完，阿尔卡特OT735一脚踢开前者的摊位，直接亮出“出血价”2300元，这下，真让7250们感觉在流血了。海尔通讯产品在此时推向市场，虽然彩智星系列在青岛一炮而红，独占三分之一的市场份额，但其往后的发展道路，依然布满荆棘。推出新产品、开拓新市场，培养潜在用户，已是势在必行。

而高校，正是这样一个值得投资和开发的首选渠道。今天的大学生追求时尚，个性鲜明，对流行前沿的产品抱有极高的热情。校园里弥漫的，正是“青春的激扬与个人新款手机点缀的炫光”。但话说回来，真正深入高校校园进行通讯产品宣传的公司，其实少之又少。基于此，为了让海尔通讯产品走进高校，并被高校所接纳，公司有必要在高校加大广告投入与产品美誉度的宣传。将海尔产品在某些方面优于竞品的“长处”深入人心，强化在潜在市场的影响力，从而使产品利润最大化，进而赢得更多市场份额。为了让海尔通讯产品在四川的前景更广阔、更乐观，特拟定此《海尔通讯2009年夏季成都高校推广策划书》。

策划过程中若有偏颇与疏忽之处，敬请提出宝贵意见。

关键词：高校推广 海尔产品 通讯行业分析 提高产品市场份额

Abstract:
The market of cell-phone of today, no longer can be eaten openly all over the world according to ha ving a few models. The models of homogeneity and function morphism, is emerging constantly, it is the cell-phone rejected only that floods the market first, while the trade company is immersed in the profit is puzzled and consumers are enjoyable, some producers introduce colors and reject the cell-phone one after another, the cell-phone market is crowded with people at one time, the producer reaps fabulous profits by this too. But the cell-phone -- This fashionable, modish communication products trade, its potential competition is fierce, cruel too. It was that Nokia put out 7250 first in 2003, originally thought this could do the large profit on one's own authority alone alone, Sony Ericsson T618 horizontal knife is it produce to abate unexpectedly, the posture at the price lower than the smuggled goods, let consumers shout cheap very much, but too cheap to choose it enough yet, Motorola E635 begins to peddle, the screen a lot of better than the two and lens function, the price several hundred cheaper than the two, is it wipe away tears Italy of the big sale to ha ve much. But tears wa ve yet, Alcatel OT735 play stand of the former, submit a written statement to bleed the price 2300, it really lets 7250 feel that is bleeding. Haier communication products introduce to the market at this moment, though galaxy arrange Qingdao right away monopolize 1/3 of the market share alone after peddling intelligently in color, but its development path later on quite deploys this tles and thorns, introduce the new products and develop the new market, by training users of potential market to be imperative. And the university, is such a first-selected channel worth being invested in and developing. University students now pursue the fashion, ha ve inspanidual characters alone, the heart that and pursue to the products of the fashion front very cuts. Fill the air youth inspired with personal new style that cell-phone intersperse to dazzle the light in the campus. Enter university campus propagate one's own communication products Company few really, base this, for let Haier communication products enter university campus, let university campus admit Haier Company should strengthen advertising dynamics and products propaganda, good reputation of degree in university, make Haier communication products some respect superior to long deep-rooted office of like product, strengthen the influence power of the potential market, so that the products profit reaches and maximizes, thus get more market share, make the prospect of the communication products of Haier in Sichuan wider, more optimistic, specially draft the university of Chengdu will popularize and plan the book in summer of 2005 of news report of Haier. Biased in the course of planning, una voidable in the place neglected, please put forward the valuable suggestion.
Keyword: The university popularizes Products of Haier Analysis of communication trade Improve the market share of the products

1.1.2 目前学生手机市场份额分析

由以上分析，可以得出一个清晰的结论：学生手机市场是一个极其广阔、且拥有巨大发展潜力的市场。

在学生市场份额排名靠前的品牌中，份额占比较高的有摩托罗拉、诺基亚、西门子等（如图3所示）。仔细观察不难发现，这几个品牌无一例外，早期都主要依靠低端机型冲击市场。同时，国产品牌在学生市场中的认可度，近年来也在持续提升。

①威胁分析
a. 诺基亚。在全球手机市场占据约40%的份额，其手机以好用、耐用、实用著称。尽管设计风格有时被认为死板、缺乏美感，且价格偏高，但它仍在高校学生群体中占据领先地位。
b. 摩托罗拉。从产品上市之初，就在外观、性能及简约设计上下了很大功夫。然而，其价格定位同样偏高，在追求简洁的道路上……

（编者注：原文此处截断，后续内容按原结构及信息完整保留。）