首页 血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry)

血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry)

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血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry)血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry) 血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry) Price itch "When the mobile phone is sold, the cabbage sells for only one thousand pieces."." This is September 8, 2004, in the "f...

血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry)
血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry) 血洗手机市场奥克斯胜算几何(Bloodbath mobile phone market AUX odds geometry) Price itch "When the mobile phone is sold, the cabbage sells for only one thousand pieces."." This is September 8, 2004, in the "first high-rise Jinmao Building" Chinese Shanghai 2 building luxurious banquet hall, AUX group, pull up banners. It's not difficult to understand the idea of AUX, because AUX was successful in the air conditioner market by means of price competition. Similarly, we in the Chinese market is not difficult to find the price competition brought about by the success of the case: Changhong in the color TV industry, Galanz in the microwave industry...... Price competition is the most effective means of competition in the market competition. But is price competition always the magic weapon of winning? When AUX started, China's air conditioning market, large and small, a total of more than 400 air-conditioning enterprises, mixed, mixed. AUX believes that the air conditioning industry can reach the "brand concentration, profit equalization" market as soon as possible, the ultimate competitive state. Judging from the actual competitive results, AUX's analysis and judgment is correct, it also achieved a predetermined goal in the air conditioning market. But the question is, can this approach be successfully transplanted into the mobile phone market? The difficulty of integration Let's take a look at the current mobile phone market. Many mobile phone brands and high inventory pressure is similar to the air conditioner market at the time, but the air conditioning industry mature technology, no revolutionary technological breakthrough is a common problem facing all, but technology development is the mobile phone change rapidly. Similarly, Changhong in the color TV industry, Galanz in the microwave industry to hold high the banner of price war, the mainstream color TV and microwave oven technology maturity is very high. This technology maturity, on one hand we can prevent the challenge by the foreign brand products in the change of technology, on the other hand, so we have time to play the advantages of the manufacturing sector, so as to realize the manufacturing cost advantages of scale, but also makes the way the price war can be. Careful analysis of past success stories, you can see, in order to launch a price war in the market and achieve good reshuffle effect, you need to have the following conditions: The industry is in a period of rapid growth, providing a broad market space and sufficient price elasticity; Mature technology and homogenization of products make it possible for enterprises to supply mass products to the market; ? manufacturers of price wars are in the control position in the industrial chain, and can effectively integrate the industrial chain, so as to make large-scale manufacturing possible; The manufacturer is able to gain the cost advantage over other manufacturers, so as to have the real price competition ability; ? manufacturers have powerful channel resources, can quickly deliver products to consumers, so that consumers can purchase. A careful analysis of the current mobile phone market and AUX's own strength, we can only say that AUX grand aspirations is still a distant dream. First, the adequacy of the reasons for purchase China mobile phone market maturity and competition intensifies, the market segmentation is increasingly significant; presents the characteristics of model number and market share dispersed in the terminal market; at the same time also means the end of the past a full range of products covering all manufacturers market era. Monitoring data from the mobile phone sales point of view, less than 1500 yuan of low-end market is the largest sales of the main region, which seems to provide support for AUX's strategy, but AUX really can seize this market? At present, China in the minds of consumers, is very important to the mobile phone, the mobile phone "seen" as a fashion product, Chinese manufacturers have competitive hope, TCL gem mobile phone success; the mobile phone as a fashion product, the monthly income of 3000 yuan city girl, will be 3 to 4 times in a mobile phone during the year. But in AUX's opinion, the main reason why mobile phones can not be "universal" is the price, and that consumers use new features and new technologies for mobile phones are very low, and the use is not good. This is the current rapid growth of new mobile services market is backward. Two, brand linkage is smooth? Chinese Electronic Information Industry Development Research Institute (CCID) according to a survey released by the consumers to buy mobile phone products to the brand still has great dependence on the main object of the traditional advantage of brand is still the consumer choice. Mobile phones are very much affected by fashion trends, and whether AUX can give consumers a good brand proposition is the key to its ability to open the market. Although there are nearly 20 domestic mobile phone brand, but the market is really tenable is waveguide, TCL, Amoi and a few brands. AUX has just reached the market and clearly has no advantage in the brand. Brand extension was once considered risky, Haier, Hisense and other strong home appliance brand is currently in the mobile phone business is not as expected, because the brand is directly related to the impression and brand value of the brand to the consumer. AUX used to rely on event marketing to do air conditioning, winning market by creating sensational events and unique pricing strategies. But the air conditioning and the mobile phone itself belongs to two different industries, product attributes and consumer differences, and for consumers, but also take a long time for the identity of the brand value, AUX is also a great risk. Three, whether the channel construction is smooth In the mobile phone market, "having a channel terminal means greater market share" - still a consensus in the industry. In the whole industry chain, mobile phone retail terminal of this link is the main communication market, professional mobile phone retail chain stores, department stores and home appliance retail chain store recently joined the four main forms, and the severe competition in the mobile phone sales channels is undergoing profound change. In the home appliance sales channels, mobile phone becomes more diversified. As an air conditioner based AUX, the channel for mobile phone sales is a key point whether it can break through the market. AUX air conditioning sales channels in home appliance chain enterprises, but from a mobile phone channels, the home appliance retail chain enterprises are still weak, because the main channel such as the domain of telecommunications, telecommunications, mobile phone and other complex CellStar Telecommunications Monopoly chain is still in the whole field of mobile phone sales, control the vast majority of brands almost more than 50% market share, and Gome, Suning Appliance chain retailers such as great momentum, the way is also very good, but the market is still in the supplement. Although the Gome and Suning through underwriting, customization, buyout, direct supply and other unique business means to maintain a certain price advantage, but involves mostly domestic brands, foreign brands are only some of the market is not optimistic about the backlog or models to accept this cooperation, so the result is that consumers are not necessarily able to trust this channel, they still want to buy mobile phone professional agents. Domestic mobile phone brands have invested a great deal of effort in channel construction. TCL, Konka sales of home appliances channels and mobile phones are separated. When you enter the mobile phone market, Konka tried mature channels sharing of home appliances, but later found that do not buy Consumer seems to be coincidence, but the appliance dealers and mobile phone dealers are not the same, manipulation is not the same, the retail terminal is not the same, and finally had to completely separate. Konka by the construction of the terminal in the domestic provincial and prefecture level city, has built a nationwide level city stable sales network, and through the construction of the franchise stores, Konka will also improve their own distribution channels, in the market competition and strive to win the initiative. Mobile phone sales profit decreased gradually because of the large influx of businesses, for the strength of the weaker point of the channel is undoubtedly facing a severe test. Mobile phone sales margins continue to decline, and mobile channel agents are unable to make enough profits to support their own development by simply selling handsets. Therefore, AUX's low-cost mobile phones can leave much room for profit margins for mobile agents, It is also a big issue for another channel before AUX. A marketing consultant has cited an example: in 2003, a pharmaceutical company pushed 1 yuan worth of cold medicine into the market. For a time, many of the pharmaceutical enterprises bosses and enterprises are troubled, saying that if he did 1 yuan of money, then how do we do? At this moment, the chairman of a pharmaceutical company hit the nail on the head and asked, "who sold him?"" It dawned on everyone, and at last it became a farce. This example illustrates a problem: consumers look at the benefits, but agents look at profits. AUX's price fell lower than others, agents profit space where exactly? How many agents are willing to help AUX to sell? Four, the integration of the industrial chain is in place In the first half of this year, domestic mobile phone manufacturers came out with restricted key components, which led to new product development and limited market supply. In terms of technology and R & D, the mobile phone manufacturers are only in a weak position in the manufacturing chain, so the bargaining power of mobile phone manufacturers is weak. When TCL entered the mobile phone market, the mobile phone industry chain of thought in the cost competition, domestic manufacturers due to the restriction of many factors affected by the market position, scale, industrial chain status, can not do the real cost advantage, so starting from the gem mobile phone, creating a unique path of development Chinese mobile phone industry the differences in the appearance of mobile phone. Waveguide mobile phone price is relatively low, AUX seems consistent with the way to go, but not if the mobile phone waveguide in the market of the three or four large and effective sales network support, can not achieve the breakthrough in the mobile phone market. Under the circumstances of the introduction of low priced models and sinks of foreign brands, the waveguide is under increasing pressure, and is trying to achieve more breakthroughs through the way of R & D and product line extension. What advantage does AUX have in the mobile phone industry chain? If the mobile phone will be compared with air conditioning, refrigerators, mobile phone technology is undoubtedly higher, not only the hardware is more complex, and require a lot of software combined; and as mobile phone communications products, and other household appliances is obviously different, in addition to equipment manufacturers and consumers, but also by the mobile operators, because the mobile phone is depending on the network, so from the perspective of the whole network, network system, system products and terminal products in technology are closely related. The network system operator determines the end product trend. These for no communication technology accumulation, everything from scratch AUX, no doubt increased the difficulty of technical development. At present, most of the international well-known mobile phone companies have a communications industry background, the past is a member of the communication industry chain, strong technical accumulation in the field of communication, so that these companies not only occupy the core components of mobile phone software, mobile phone protocol layer of the commanding heights, and more accurately grasp the development trend of mobile phone technology, also on the development of future development of leading-edge technology standard mobile phone. In the process of domestic household electrical appliance enterprises to enter the mobile phone market, enterprise technology is weak, usually rely on the track of international leading technology companies, to develop their own products, such as the panda years ago began secretly in the overseas R & D mobile phone, Haier too. But cell phone technology is developing much faster than colour TV and washing machines. At present, the industry a more consistent view is that mobile phone companies on average every 3 months to launch a new mobile phone, and household electrical appliance enterprises are on average every 6 months to launch a new household appliance product, which makes the background of the air conditioning AUX rely on tracking technology to develop the international forefront of mobile phone mobile phone, the cost is very high. Mode of death In recent years, the rapid expansion of the domestic mobile phone market also caused a lot of quality problems, from Chinese Consumer Association complaints summary: 2003, consumer complaints on the mobile phone has reached 51371, up 60.3% over the previous year, Complaints are mainly concentrated in the quality of clearance, after-sales service is not in place and other issues, of which the quality of complaints in the first place, and the most complaints are domestic mobile phones. The negative effects of domestic mobile phones have made many consumers equate price and quality. Undeniably, the domestic brands of mobile phones through these years of efforts, the quality of mobile phones has been greatly improved, but AUX want to establish their own mobile phone manufacturing quality assurance system, but in a short period of time is difficult to achieve. AUX's entry into the market at a low price was beset with difficulties. In an increasingly mature market, without the quality, function, and appearance of mobile phones, it's not very meaningful to talk about the price. The most dangerous thing in enterprise management is that it cannot advance with the times on the basis of past successful experience. Dbtel the parent company of Taiwan Daba electronics is a company with years of experience in the production of mobile phone OEM, OEM way let the listed company survive very well. However, with the economic globalization and the judgment on high-tech industry survival basic understanding, in 2001, PA embarked on the road of development of its own brand mobile phone, and prospectively selected Chinese mainland market development as the headquarters. Since 20 years of international business to do OEM history, Dbtel acquired a set of control of the cost of a good skill, then listed when using tough price war to hit the market, according to the current situation of the domestic mobile phone market, bold use of international popular FD marketing mode. Dibite was born at the beginning of aspiring. To start the second half of 2003 was a little bit better, it threatened to Dbtel at the end of the year to do the domestic market first, to do the first in the world in 2007. Dibit's 2003 annual sales of nearly 5 million units (no goals), accounting for about 9.6% of the domestic market, Dibit said at the time: in 2004 "5.1" after the first to do. However, the "5.1" in the past, monthly shipments of more than half a million Taiwan is lower than that of Dbtel mobile phone, the whole is falling trend. The same is the price killer, is also the release of rhetoric, but also take a lot of innovation and marketing management, but ultimately did not achieve the goal of dbtel. According to the communications world reported on September 17, 2004, a senior AUX mobile phone project revealed: "we still plan to rush into domestic sales in 3 years, the first place, in 5 years to reach the world's first.". Because both from the production, research and development, sales and other aspects of this goal is strongly promoted. We have this confidence." It seems that in the mobile phone on this issue, AUX's domineering still unabated. But the reception of AUX is a very severe test for the mobile phone market.
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