MarketingPlanforMEIZUMX—SpecifictoZhuHaiUniversitiesClassinformation:ThetenthclassinFridayWordcount:4877CataloguePrefaceAtpresent,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.ExecutiveSummaryMEIZUTechnologyCo.,Ltd.isaChineseelectronicsmanufacturer.MEIZU,literallymeaning"thecaptivatingtribe",hasrapidlybecomeoneofthemostpopularbrandsamongstChinesegadgetlovers.Yetallitsproducingrightnowisjusttheonephone:theM9.Butit’snomatternow.MEIZUMXwhichwillgopubliconthe1stofJanuary,2012.TheMX,forouruniversitystudents,whoneedtostoreinformationandcommunicateorpeoplewhowantentertainmentonthego.Currently,themarketforhigh-endphonesissmall.FewpeoplewantInternet,video,andPDAfeaturesinonedevicebecauseofthehighprice.Thesmartphonemarketisstillrelativelysmallcomparedwithgeneralphonemarket.Thestudents’marketwillrapidlyincreaseincomingyearsduetolowerpricesandgreaterpower.CurrentmarketsituationMarketdescription"Ineedamoreadvancedmobiledevicesboastingpowerfulprocessorsandgraphicsprocessingunits,moreabundantstorageforapplicationsandmediafiles,higher-resolutionscreenswithmulti-touchcapability,andmorefriendlyoperatingsystems"saidbyaZhuhai'suniversitystudent.Asmartphoneisahigh-endmobilephonebuiltonamobilecomputingplatform,withmoreadvancedcomputingabilityandconnectivitythanacontemporaryfeaturephone.Accordingtoareportinearly2011,therateofsmartphoneadoptionisaccelerating:asofMarch201119.5%consumershadasmartphone,withthispercentagerisingto24.0%among24-to35-year-olds.Chinahasbecometheworld'slargestsmartphonemarketbyvolumeafteritovertooktheUSinthethirdquarter.Chinaistheworld'sbiggestmarketformobilephoneswithalmost952musers,andcontinuestogrowatafastpace.Atthesametime,therehasbeenapushbymobilephoneoperatorstogetmoreuserstosignupfor3Gservices.Analystssaidthatasconsumerstakeuptheseservices,thedemandforgadgetssuchassmartphonesislikelytor...
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