跨國(guó)手機(jī)廠商在中國(guó)的產(chǎn)品策略研究.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文跨國(guó)手機(jī)廠商在中國(guó)的產(chǎn)品策略研究姓名：吳強(qiáng)申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：薛求知2002.5.8，!!堅(jiān)!!墨塑墮璺王墊!：塑塵：!里塑蘭些量墮型壅AbstractThisthesistriedtoheJPthedomesticcellularphonecompanytolearnfromthemultinationa]corporalion(MNC)bythedetailedanalysisofthebt

2、NCs’productstrategiesTheu[1iquevalueexistedinthewholecel1ularphoneindustryanalysisbasedonthecombinationoftheauthor’sseveralyears’workingexperienceastheR&D(ResearchandDeve]opment)Managerof’aneleetroniccompanyandtheknowIed

3、geofstrategy，transnationalmanagementandmarketingIearnedfromFudan—MITInternationalMBAprogr’amFirstthethesisgaveabriefintroductioRtothedevelopmentofChinesemobiIephoneThenitmadeadetai1edarialysistotheconsumerbehaviorcustome

4、rneeds，technologydevelopmentandindustrycompetitionBasedentheenvironmentanalysis，thethesiswentthroughmostoftheaspectsoftheproductstrategycoveringCUStomervalue。globalproductstrategydecisiOll，product1evelandhierarchy，produc

5、tlifecycle，segmentingandpositioning，brand，R&D，product1aunchingandserviceBaseontheaboveanalysis，thethesisgotsomeusefulpoinLsforourcellUlarphonecompaniesOneoI’themisproductdifferentiationswhichmeanstomeetdifferentcustomern

6、eedswithdifferentproductsisthemarketfocusstrategyofSamsung，whichwillhelpOUrnatratAnoOnagy，hercompaniestosucceedwithlimitedresourcesThethesisalsoilluminatedthecellutarphonetrendofbeingconsumereIectronicproducLfromhightech

7、noIogyproductwhichmeansfashionandpracticabiiityandpricewil1playthekeyrolesinsteadoftechnologyAgain，agoodrelationwiththesocietyandastrongbrandwi11behelpfultothefutureSuccessKeywords：cellularphone，consumerelectronicproduct