第0页共27页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第0页共27页MarketingPlanforMEIZUMX—SpecifictoZhuHaiUniversitiesClassinformation:ThetenthclassinFridayWordcount:4877第1页共27页第0页共27页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共27页CataloguePreface..............................................................................2ExecutiveSummary.........................................................3Currentmarketsituation...................................................3Strengths，Weaknesses，Opportunities，andThreatsAnalysis............................................................................7MarketingResearch.......................................................10ObjectivesandIssues.....................................................17Marketingstrategy.........................................................18ActionPrograms............................................................20Control...........................................................................21Conclusion.....................................................................21AppendixAppx..............................................................22第2页共27页第1页共27页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共27页PrefaceAtpresent,fromthereportChinaMobileCommunicationResearchReportin2010overseasbrandcellphonesheld75.7%oftheshareofmarket.MostofthemareIPhone,Nokia,MOTO,Samsung,andSonyEricsson.Wecanknowthattheshareofmarketofdomesticcellphonewaslessthan30%fromthisphenomenon.Themarketingofdomesticcellphoneswereinabigtrouble.Nowadays,manydomesticbrandshavegrownup,butmostofthemareinpoorquality.Asthetimegoingby,manypeopleconsiderthedomesticbrandscellphonesare“cheapcopy”.Asaconsequence,peopledon’twanttochoosecellphonesmadeindomestic.Itishightimewetakesomeactionstochangethisphenomenon,andestablishabrandbelongingtoourowncountry.Itissaidthatthetenofmostfamousdomesticcellphonesin2010areLenovo,OPPO,HTC,MEIZUandsoon.WecanseethatMEIZUwasonthefourthplace.OurmarketplanisaimingtomarkettheMEIZUMXwhichwillgopubliconthe1stofJanuary,2012.Weareconvincedthatthesellinghighquantityofdomesticcellphoneswillincreasealotaslongasweholdthecrackofundergraduates’marketshare.Accordingtosomeinformationfromtheinternet,ourgroupfinedthattheundergraduateswillthemainforceinthedomesticmarket.Fromthequestionnaireswedidseveraldays,wefoundthatmostundergraduatesarenotfamiliarwiththebrandMEIZU,especiallythestudentswhocomefromotherprovinces.Afteraseriesofresearch,wedecidetomakeamarketplantomarkettheMEIZUMX.Fourstrategiesareexpectedtoconduct:productstrategy,pricestrategy,marketingcommunicationstrategyandservicestrategy.Weareconvincedthatwecanachieveourgoalaslongasweconductthesestrategiesproperly.Beforelong,MEIZUwillbecomeoneofthemostpopularcellphonebrandsinuniversities,sodoesinthedomesticmarket.第3页共27页第2页共27页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共27页ExecutiveSummaryMEIZUTechnologyCo.,Ltd.isaChineseelectronicsmanufacturer.MEIZU,literallymeaning"thecaptivatingtribe",hasrapidlybecomeoneofthemostpopularbrandsamongstChinesegadgetlovers.Yetallitsproducingrightnowisjusttheonephone:theM9.Butit’snomatternow.MEIZUMXwhichwillgopubliconthe1stofJanuary,2012.TheMX,forouruniversitystudents,whoneedtostoreinformationandcommunicateorpeoplew...
