摩托罗拉手机产品失败

摩托罗拉手机产品失败 本科毕业 题 目:空腹桁架钢框架结构 受力性能分析及试验研究 院 (部): 商学院 专 业: 工商管理 班 级: 工商0831 姓 名: 张三 学 号: 2004888888 指导教师: 张九光 完成日期: 2008年6月28日 aid treasure, on for General Youthbaba pates access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alifor technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United Stinto he key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantageces has become the most important strategic resources, talent has become a focus of competition between regions, and become tresourntelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human tion of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and instrucc and technological achievements of energy saving, give full play to science and technology in the leading role of digital copromoting health care, environmental protection, people's livelihood, such as the transformation and application of scientifiease the "eye in the sky project" social governance projects, latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incrI 目 录 摘 要 .............................................................................................................................................. III ABSTRACT ...................................................................................................................................IV 1摩托罗拉面临的中国市场形势 .............................................................................................. - 1 - 1.1手机市场的特点概要 ................................................................................................... - 1 - 1.2面对的中国手机市场发展趋势 ................................................................................... - 1 - 2摩托罗拉手机产品在中国的发展状况 .................................................................................. - 2 - 2.1手机产品生产概况 ....................................................................................................... - 2 - 2.2摩托罗拉手机系列介绍 ............................................................................................... - 2 - 2.3摩托罗拉手机在中国的研发情况 ............................................................................... - 2 - 2.4摩托罗拉手机在中国市场的表现 ............................................................................... - 3 - 3摩托罗拉手机产品业务的SWOT分析................................................................................. - 4 - 3.1理论回顾——SWOT分析........................................................................................... - 4 - 3.2摩托罗拉手机产品业务的SWOT分析...................................................................... - 4 - 3.2.1优势与劣势分析 ................................................................................................ - 4 - 3.2.2外部机会与威胁分析 ........................................................................................ - 6 - 4摩托罗拉手机产品失败原因的4P理论分析........................................................................ - 6 - 4.1理论回顾——4P理论.................................................................................................. - 6 - 4.2摩托罗拉手机产品失败原因的4P理论分析............................................................. - 8 - 4.2.1产品策略 ............................................................................................................ - 8 - 4.2.2价格策略 ............................................................................................................ - 9 - 4.2.3促销策略 .......................................................................................................... - 10 - 4.2.4分销策略 .......................................................................................................... - 12 - latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 摘 要 摩托罗拉手机产品在市场中曾经创造了许多辉煌。然而，在最近的十几年间，其在市场份额的不断滑落，直至惨败。本文首先通过SWOT分析法对摩托罗拉经营的手机产品进行分析，为找寻摩托罗拉手机产品的失败提供了客观依据和现实基础;之后基于4P营销理论对摩托罗拉手机产品的产品策略、价格策略、促销策略、分销策略的进行探究，分析其在这些方面的失败之处;认为其在今后的生产经营过程中应改变以往不以产品忽视市场需求，不持续创新等问题，应以新的战略思路在竞争激烈、环境复杂、技术含量高的市场中竞争，同时也为其他企业提供了一定的借鉴意义。 关键词:摩托罗拉;SWOT分析法;4P理论 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incrIII Analysis of the reasons for the failure of the Motorola mobile phone products-A Case Study of the Chinese market ABSTRACT Motorola mobile phone products in the market has created a lot of brilliant. However, in recent ten years, its market share continue to fall until Waterloo.This paper first analyzed the Motorola business phone products through a SWOT analysis provides an objective basis and realistic basis for the failure to find a Motorola mobile phone products; after 4P marketing theory on Motorola mobile phone products, product strategy, pricing strategy, promotion strategy, sub-marketing strategies to explore, analyze failures in these areas; that should change the product previously ignored market demand, not continuous innovation, and new strategic thinking in the competition fierce in the future course of businesscomplex environment of high technological content and market competition, but also provide certain reference for other companies. Key Words: Motorola;SWOT Analysis;4P theory latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 1摩托罗拉面临的中国市场形势 1.1手机市场的特点概要 随着国家产业政策的深入调整，邮电通信事业得到了前所未有的高速发展。自从1987年广东开通第一个ETACS模拟蜂窝电话系统以来，移动通信得到了突飞猛进的发展。回顾手机市场的发展，主要有以下几个特点: 1.手机的技术含量高。1996到1997年出现的第二代数字手机便增加了接收数据的功能，例如接受发来的电子邮件或网页;第三代与前两代的主要区别是在传输声音和数据的速度上的提升，它能够处理图像、音乐、视频流等多种媒体形式，提供包括网页浏览、电话会议等在内的多种信息服务。 从目前的市场情况来看，手机从性能分类:分为智能手机(smart phone)和非智能手机(feature phone)，一般来说智能手机的性能比非智能手机好，但是非智能手机比智能手机稳定。大多数非智能手机和智能手机一样使用ARM公司架构的CPU。但是智能手机的主频较高，内存大，运行速度更快快。 2.手机产品由一元走向多元，由摩托罗拉产品“一枝独放“到众商家参与竞争的“百花齐放”。摩托罗拉公司率先向国内提供ETACS移动电话生产技术，因此，1993年以前，手机市场基本是摩托罗位手机一统天下的。随着手机市场的发展，国内外各主要厂商看好中国巨大的潜在市场，纷纷设法挤身其中;而目前的3G市场，更是让各大厂商使出浑身解数在市场中分一杯羹。 1.2面对的中国手机市场发展趋势 中国手机市场整体发展良好。根据工信部发布的统计数据显示，截至2011 年底，我国手机普及率达到73 . 6 部,百人。市场有以下发展趋势: 1.中国电信、中国移动、中国联通三大运营商竞相布局使3G 网络的覆盖率得以不断提高。越来越多的厂商参与到智能手机的竞争当中，厂商与运营商谋求共同发展已成趋势。 2.Android系统的盛行使智能手机的品牌差异化减小。随着全球智能手机的蓬勃发展，操作系统的竞争也日趋白热化。Android系统的出现，给消费者带来了实惠，也使得手机同质化的趋势明显。 3.市场竞争将更加激烈。三星在2011 年的表现非常优异，宣布其2011 年手机销量 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incr- 1 - 已经突破了3亿台。运营商与苹果签署销售合约，从而使iPhone 更加普及。高端市场几乎被跨国巨头所垄断，而在低端市场，国内厂商依靠低成本出货，也是越来越艰辛。 4.将迎来智能手机时代。目前，中国拥有约5000 万部IOS 、Android 和Window 智能手机。相信由于运营商的推动，中国智能手机将继续增长。 面对如此风云突变的市场，摩托罗拉公司的不佳表现，直接形象到到摩托罗拉的手机产品在市场中的份额。 2摩托罗拉手机产品在中国的发展状况 2.1手机产品生产概况 作为手机产品的制造商——摩托罗拉公司(Motorola Inc.)，成立于1928年，是全球芯片制造、电子通讯的领导者，从发明第一款手机开始;摩托罗拉鉴证了迄今为止的整个手机发展史，将我们熟悉的手机转变成了在日常通信、数据管理和移动娱乐中必不可少的个人通讯产品。摩托罗拉能够独立设计、生产、销售无线终端设备，并且能提供相应服务，同时提供相应知识产权授权。目前摩托罗拉手机的产地主要在天津。富士康、TCL(阿尔卡特移动电话)、华为等给摩托罗拉代工手机产品。2009年随着公司提高利润押宝Android手机，开始扩大OEM。 2.2摩托罗拉手机系列介绍 摩托罗拉目前手机拥开拓发展了多个系列的手机产品: XT系列:XT系列被摩托罗拉定位为偏向于娱乐性能的高端智能机。是面对的一群追求时尚的年轻人而开发的智能手机。 WX系列属于入门级手机的低端系列。此系列的特点是:造价普遍较低，配置处于摩托罗拉整体的中低端水平。 明系列摩托罗拉专门为中国设计的透明翻盖手写智能手机。“明”系列手机在外观上最大的特点，就是那个引人注目的“透明上翻盖”和“明”式听筒设计。 RAZR系列:RAZR系列最经典的第一代V3手机开创了超薄手机的浪潮，曾拯救公司于泥沼。 以前还出过T系列、C系列、V系列、E系列等。 2.3摩托罗拉手机在中国的研发情况 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 摩托罗拉公司自1998年开始在中国进行手机的研发，包括手机软、硬件开发在内的全方位设计。在几年的时间里，有20多种在国内设计的产品面市，其中多数为高端产品，如A780、E680等， 而用户体验方面的设计还赢得了许多世界级设计大奖。除此以外，第一款"完全国产"的手机,太极系列于2000年诞生，其手写及触摸界面是专门为中国消费者而设计，成为全球第一款具有手写输入功能，且之后被竞相模仿的高端智能手机。 目前摩托罗拉手机研发团队的研发重点包括: 1.2G+ GSM智能电话，CDMA RUIM电话，及3G-WCDMA，CDMA2000及TD-SCDMA等新一代智能电话产品及软件的开发与测试。 2.开发和认证手机预装应用程序;研究各种应用服务器，为手机预装和下载应用程序提供服务;帮助其他公司开发各种移动应用。 3.针对现有及未来手机产品的软件平台进行开发及应用设计。 4.从用户层面、人文因素、工业设计、绘图设计等诸多方面建立完整的用户体验。 为了开展移动电话的研发工作，摩托罗拉在中国建立了多个先进的实验室如SAR 实验室、电子工程试验室、通用暗室、高级机械性能实验室、印刷电路板实验室、声学实验室、软件实验室、防静电冲击工作台等。这些实验室说明摩托罗拉有能力为手机产品进行研发。 2.4摩托罗拉手机在中国市场的表现 摩托罗拉手机是最早进入中国手机市场的，它曾经以绝对的优势垄断了中国的手机市场。在模拟手机时代，没人能和摩托罗拉公司相抗衡，那时的8900、9900手机被称为“大哥大”，已经成为中国手机的代名词。但是，1994年GSM网络接通之后，各大手机厂家看好这一新的机会，争相拓展在这一市场上的份额，力图分一杯羹，而摩托罗拉的产品没能及时调整它的市场战略，其霸主地位迅速下滑。 根据第三方调研公司数据显示，截止2011年，摩托罗拉智能手机在中国的市场份额有9%左右。虽然从2010年开始有所反弹，但摩托罗拉由于在前几年业务下滑较多，在2009年，2010年摩托罗拉的市场份额分别为4.4%、4.5%，造成市场份额只有9%左右。 根据ZDC(互联网消费调研中心)的数据显示，摩托罗拉在各细分市场的表现如下:在智能手机市场品牌关注比例为11.8%，在3G手机市场品牌关注比例为11.5%，在GPS手机市场品牌关注比例为12.1%，在2011，摩托罗拉的品牌关注比例虽走势比较平稳，但呈 y to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incre, a Alibaba paid treasure, on for General Youthss mod- 3 - 现小幅下降的走势。 3摩托罗拉手机产品业务的SWOT分析 3.1理论回顾——SWOT分析 SWOT分析法又称为态势分析法，最早是由美国旧金山大学的韦里克(Waifish)教授于20世纪80年代初提出的。SWOT分析方法是一种企业战略分析方法，即根据企业自身的既定内部条件和外部环境进行分析，找出企业的优势、劣势及企业的核心竞争力之所在。其中，S代表 strength(优势)，W代表weakness(弱势)，O代表opportunity(机会)，T代表threat(威胁);S、W是内部因素，O、T是外部因素。按照企业竞争战略的完整概念，战略应该是一个企业“能够做的”(即组织的强项和弱项)和“可能做的”(即环境的机会和威胁)之间的有机组合。 3.2摩托罗拉手机产品业务的SWOT分析 3.2.1优势与劣势分析 (1)优势 1.摩托罗拉手机产品后方具有独立的研发团队。摩托罗拉作为一家老牌通信业巨头，在通信业的地位是毋庸置疑的，从摩托罗拉发明第一款手机开始，摩托罗拉见证了迄今为止的整个手机发展史，摩托罗拉的产品一直引导时代的进步，从发明了无线电应答器，到全球第一款商用手机，第一款智能手机等等，这些都证明了摩托罗拉手机产品的具有良好的后续研发能力。而面对国内激烈的市场竞争，摩托罗拉公司在中国的累积研发投资达10亿美元，在北京、天津、上海、南京、成都、长沙和杭州等7个城市树立了研发中心和试验室.摩托罗拉中国研讨院已经成为摩托罗拉的全球研发基地之一，也是跨国公司在中国树立的最大的研发机构。 2.与手机产品相关的众多专利技术。目前与摩托罗拉手机通信有关的专利有1.7万项，另外还有7500项专利申请正处于审批程序。虽然摩托罗拉手机产品在国内市场上屡屡受挫折，但摩托罗拉生产手机的核心竞争力依然存在。对以后的发展有着充分的技术支持。相对国内一些饱受专利诉讼困扰的其他厂商和没有核心专利的厂商来说，摩托罗拉没有这个障碍。 3.手机产品的工业设计能力领先。摩托罗拉手机的工业设计表现一直在手机产品中出latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 于领先的地位，摩托罗拉手机所具有的良好的表现，先进的技术是它不断成长，不断壮大的基础。例如:在2004年国内上市的V3。他几乎成为了一个时代的标杆，在此之前摩托罗拉和其他厂商在折叠机方面都有自己的风格，但V3一上市立刻成为席卷整个行业的明星，它不仅让国内的代工厂商黯然失色，其他的通信跨国巨头也不得不承认V3的做工。V3拥有无可匹敌的超薄金属机身，彻底颠覆了当时人们对于折叠机的观念和看法，甚至2004年前后两年市场上的很多重点产品也被V3的光芒所彻底掩盖。在V3以前，也没人想到折叠手机还可以设计成这样，由此可见，摩托罗拉手机产品的设计可见一斑。 4.摩托罗拉手机产品的品牌效应依然存在。由于摩托罗拉手机产品在移动通讯领域的 树立了一定的企业形象，并且在消费者的心中留下了地位和以往在产品上做的成功之处， 深刻的影响，所以在面对国内的后起之秀，依然具有不可比拟的品牌优势。消费者会对产品表示遗憾，不能满足自己的需求，但是消费者不会忘记摩托罗拉这一品牌。 (2)劣势 1.产品没有准确把握市场需求。摩托罗拉公司的工程师的文化气氛很浓厚，工程师文化是严谨务实，讲技术，求创新，重专业等优点曾为摩托罗拉手机产品的迅速崛起立下了汗马功劳，在相当长的一段时间内保证了摩托罗拉的手机产品在国内通讯行业的领先地位。但工程师文化是一把“双刃剑”，这一方面可以保证摩托罗拉手机的技术水平和对手机的研发能力。另一方面，会导致摩托罗拉手机产品与国内市场需求的不匹配，反而让摩托罗拉公司认为自己的手机产品可以以技术水平左右中国消费者的需求。摩托罗拉公司没有从消费者的身上得到产品信息的反馈，来改变自己的产品。 2.已对国内的高端用户造成一定的心里伤害。当摩托罗拉手机在市场上面对不利的市场局面时，摩托罗拉公司没有表现出它应有的战略思考，而是当产品无法满足需求时，通过一轮又一轮的降价风潮来笼络客户，提高自己的市场份额。这深深的伤害了国内的高端用户，使得高端用户不再信赖摩托罗拉手机产品。而苹果公司这一方面做的较好，当推出新产品时，之前的产品价格高位滑动，没有出现多轮降价。 3.没有形成系统化的产品体系。摩托罗拉手机虽然在硬件的设计方面一直具有良好的设计表现，但摩托罗拉手机各个系列的布局让很多的国内分析师看不懂，摩托罗拉的手机产品并没有形成完备的系统化产品体系。在目前日趋复杂的手机市场竞争里，各厂商的硬件设计的差距在缩小。而在细分市场，各个厂家不断的推陈出新，产品日新月异，摩托罗拉没有给国内消费者合适的信息来挑选。 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incr- 5 - 3.2.2外部机会与威胁分析 (1)机会 1.市场变化。2009年1月7日，工业和信息化部为中国移动、中国电信和中国联通发放3张第三代移动通信(3G)牌照，此举标志着市场正式进入3G时代。 其中，批准:中国移动增加基于TD-SCDMA技术制式的3G牌照(TD-SCDMA为我国拥有自主产权的3G技术);中国电信增加基于CDMA2000技术制式的3G牌照;中国联通增加了基于WCDMA技术制式的3G牌照。截止2012年1月，中国移动用户总量达到9.87578亿;其中2G为8.51867亿，占比86.26%; 3G为1.35711亿，占比13.74%。面对新的市场变化。由于已在中国扎根了20余年，因此摩托罗拉和中国的移动运营商积累了非常多的合作经验，这为摩托罗拉的手机产品的扩展提供了良好的机会。摩托罗拉应根据中国市场的特点稳步推进3G手机的产品，以适应中国市场的需要。 2.平台，应用方面获得了支持。谷歌的并购为摩托罗拉手机的平台和应用提供了后方的技术支持，让摩托罗拉公司更加专注于自己的手机产品研发。摩托罗拉可以尽快的将自己拿到的关于安卓系统的技术信息应用于产品中，来服务消费者，比其他厂商更及时的反应。 )威胁 (2 白热化的竞争:由于国内移动通讯行业的快速发展，可谓是风云变幻。这不仅包括产品的不断更新，还有国内的产业政策，分销、营销手段的改变。由于国内厂商众多，各自依自己的优势发展，如果摩托罗拉没有把握准市场的脉搏，摩托罗拉将面临巨大的经营风险。一直让作为老牌硬汉形象的摩托罗拉手机在国内市场上的表现不尽如人意，在随后的市场竞争中，摩托罗拉手机是否能够翻身，是否能够承受来自行业的巨大压力，这是摩托罗拉手机产品在中国市场面临的巨大威胁。 二次出售:谷歌称摩托罗拉会独立运营，但有分析师认为谷歌可能会大幅裁减或出售摩托罗拉部分不符合其核心目标的资产，消除与手机合作伙伴的冲突。那么这就将摩托罗拉公司的员工置于不确定的未来。而依照谷歌此前的做法，谷歌或将对摩托罗拉进行大幅裁员。 4摩托罗拉手机产品失败原因的4P理论分析 4.1理论回顾——4P理论 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 4P理论产生于20世纪60年代的美国，是随着营销组合理论的提出而出现的。1953年，尼尔?博登(Neil Borden)在美国市场营销学会的就职演说中创造了“市场营销组合”(Marketing mix)这一术语，其意思是指市场需求或多或少的在某种程度上受到了所谓“营销变量”或“营销要素”的影响。为了寻求一定的市场反应，扩展一定的份额，企业要对这些要素进行有效的组合，从而满足市场需求，获得最大的利润。营销组合实际上是由几十个要素(博登提出的市场营销组合原本就包括12个要素)，杰罗姆?麦卡锡(McCarthy)于1960年在其《基础营销》(Basic Marketing)一书中将这些要素一般地概括为4类:产品(Product)、价格(Price)、渠道(Place)、促销(Promotion)，即著名的4P理论。1967年，菲利普?科特勒在他的畅销书《营销管理:分析、规划与控制》第一版进一步确认了以4P为核心的市场营销组合方法。4P ( 产品、价格、分销、促销) 是市场营销过程中可以控制的因素, 也是企业进行市场营销活动的主要手段。 产品策略处于市场营销4P组合的核心位置，是价格策略、分销策略和促销策略的基础。它是指企业制定经营战略时，首先要明确企业能提供什么样的产品和服务去满足消费者的需求，也就是要解决产品策略问题。从一定意义上讲，企业成功与发展的关键在于产品是否更好的满足了消费者的需求以及产品策略的正确与否。 价格策略主要是企业以按照市场规律制定价格和变动价格等方式来实现其营销目标，这其中包括对同定价有关的基本价格、折扣价格、津贴、付款期限、商业信用以及各种定价方法和定价技巧等可控因素的组合和综合运用。价格仍然是决定公司市场份额和盈利率的最重要因素之一，因为在营销组合中，价格是唯一能够产生收入的因素，其它因素均表现为成本因素。 促销策略作为市场营销组合的基本策略之一，是指企业如何通过人员推销、广告、公共关系和营业推广等各种促销方式，向消费者或用户传递正确的产品信息，引起他们的注意和兴趣，激发他们的购买欲望和购买行为，以达到扩大销售的目的。企业应将合适的产品，在适当地点、以适当的价格出售到目标市场。此外，目录、通告、赠品、店标、陈列、示范、展销等也都是属于促销策略范围。一个好的促销策略，往往能够起到多方面的作用，如提供信息情况，及时引导采购;激发购买欲望，扩大产品需求;突出产品性能和特点，建立起产品形象;维持市场份额，巩固企业的市场地位等等。 分销策略是指企业通过将产品和服务以适当的数量在目标地域的分布来适时地满足目标市场的顾客需要。其中包括了对同分销有关的渠道复盖面、商品流转环节、中间商、存货控制 、网点设置以及储存运输等可控因素的组合和运用。 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incr- 7 - 上述四个方面的策略组合起来总称为市场营销组合策略。市场营销组合策略的基本思想是:从制定产品策略入手，同时制定产品的价格、促销及分销渠道策略，组合成策略总体，以便达到以合适的商品、合适的价格、合适的促销方式，把产品送到合适地点的目的，企业经营的成败，这在很大程度上取决于这些组合策略的选择和它们的综合运用产生的效果。 4.2摩托罗拉手机产品失败原因的4P理论分析 4.2.1产品策略 就以往的摩托罗拉的产品策略来看，主要存在着以下问题: 1.摩托罗拉产品定位不明确。摩托罗拉的在国内的产品线，给人的感觉就是混乱的，虽然它有着RAZR、KRZR、ROKR、RIZR、PEBL等大同小异的系列命名产品和产品系列的命名，这只是一个表面现象。摩托罗拉在近几年来在产品线建设上的问题绝非只是以命名复杂就可以概括的。摩托罗拉似乎仍然认为中国市场停留在了至少三五年之前的那个时代，以为凭借着出色的造型设计和全面的功能搭载，就能够以少数明星机型成为市场焦点。即使在摩托罗拉对外宣称，自己将专注于android系统的研发，摩托罗拉的新推出的机型，也没有通过很好的产品定位和有力的市场宣传来让中国市场的消费者明确摩托罗拉各类产品的区别，摩托罗拉在这方面给国内市场的消费者的整体感觉是模糊不清的，含糊其辞的。这造成了产品看起来千篇一律，用起来辛苦费劲。缺少了亲合力，再加上功能卖点不明确，摩托罗拉的前进之路布满荆棘。 而苹果公司的iPhone则定位明确，以各种方式告诉中国顾客我们就是定位于高端。他们主推的只有一个款式的手机，虽少得可怜，但销售人员可以用一句话向消费者解释清楚产品定位，这将良好的树立品牌价值。 2.国内市场主流机型创新点不明显。摩托罗拉并不缺少技术能力，难点攻关更可以说是摩托罗拉的企业文化和员工最热衷的事情了。但是这里说到摩托罗拉在技术方面的能力却是一种促成其品牌在国内衰落的表现。市场既然是摩托罗拉的牵挂，摩托罗拉却没有拿出实实在在的东西来满足国内市场上的普通消费者，这是一个颇具讽刺性的事情，举一个简单的例子，同样是在2007年的国内上市的主打产品，摩托罗拉的V8和三星U608、苹果的iPhone比起来，市场结果可谓惨不忍睹。很多人认为iPhone的成功是因为其时尚的外观，简单的操作，苹果强有力的品牌，但这些只是表面现象。iPhone的成功是因为不间断的进行着技术和功能层面的革新，以及拥有着强大的软件平台。触摸屏技术就不是什latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 么新鲜玩意，但苹果一直致力于触摸屏技术和用户体验的研发，经过不断的提高，如今苹果公司具有了独一无二的触摸屏技术。它的多点触摸可以操纵游戏中的对战。 摩托罗拉应作出一些应有的改变: 1.建立完整的产品体系。摩托罗拉应确定一个理念，或者说，应该在中国市场上将自己的理念及对产品的认识，通过有力的宣传，给中国市场上的消费者一个广泛认知，是消费者有一个对摩托罗拉不同产品的认识。而在此之前，摩托罗拉应在广泛调研中国市场的基础之上，明确自己品牌产品的特色，建立完整的、能够给广大消费者一个统一口径认知的产品体系，而这一切都是应该与中国市场相适应的。使用符合中国消费者习惯的良好的的系列名称来拉近摩托罗拉和国内消费者的距离，更重要的是让国内消费者清楚什么系列有什么卖点。以此来回答以下问题:摩托罗拉有哪些拍照手机,摩托罗拉有哪些音乐手机,使消费者产生良好的产品感知。便于摩托罗拉以后在中国市场的推广和营销。 2.在国内推出高端类型的机型系列，树立新的时代形象，挽回消费者信心。摩托罗拉应该推出自己的具有高端类型系列产品来在市场上树立自己的风向标，反映对市场脉搏的把握。例如三星坚持的高端路线，以及苹果拥有的iPhone这一款产品。三星一如既往的坚持品牌的高端路线，树立强有力的品牌形象，坚信以品牌带动销售的策略。三星手机在中国市场的创新更注重时尚和实用，三星手机的一个模具的投资额可以达到其他厂商的数倍之高，三星一直在保持高端品味。苹果则是不断地投资以创新为主导的核心竞争力，加紧增进自身优势技术，如触摸屏。卧薪尝胆地打造自己的软件平台，创造出最佳的手机软件生态系统，为中国消费者提供更好的用户体验。这些品牌通过这一类产品来向中国市场展示自己的理念、技术水准、发展水平，试探自己的品牌的产品是否符合中国市场的消费者的需求。而摩托罗拉也应该有这样类型的产品来提供一个途径，展示自己在中国市场中的认识和感知，并告知消费者自己有这个能力。 4.2.2价格策略 摩托罗拉在国内采取快速撇脂的营销策略。在价格调整的有序性方面，摩托罗拉的明星产品的降价幅度过大，原有的高端产品迅速的走向低端，使消费者难以识别具体型号是处于高端还是低端。这种价格跳水的现象造就了产品档次阶梯性不足的问题。 通常情况下，摩托罗拉每推出推出每一种新产品时，采取的是高价格、高促销的快速撇脂的营销策略以获取当期的最大当期利润。待国内市场上出现与此相竞争的同档次手机产品时，就转而采用较低价格、较高促销的快速渗透营销战略，争取更大的市场份额。 y to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incre, a Alibaba paid treasure, on for General Youthss mod- 9 - 这种现象从2004年开始，摩托罗拉手机就给国内消费者留下了降价快的不良印象，再高端的机型，上市一段时间后都会出现崩盘式的快速降价。这种习惯性的高台跳水行为虽然可以暂时促进高端产品的销售并提高出货量，扩大一定的市场份额，但所带来的问题也非常明显。 首先，高端机型的价格不稳定造就了摩托罗拉手机产品档次扁平化的现象，没有形成金字塔的结构，缺乏价格阶梯的手机产品很难扩大国内用户群体的整体数量;其次，高端跳水行为让摩托罗拉几乎淡出了国内高端手机的竞争圈，无法在高端层次立足，国内高端用户很少买摩托罗拉的产品。而仅凭中低端手机的出货很难让一个终端巨头继续发展壮大。例如摩托罗拉V3的降价速度多么的快，而这也加速了产品生命周期的缩短。 在营销组合中，价格是唯一能够产生收入的因素，但摩托罗拉没有考虑周全: 1.运作高价产品。现在要在国内市场上称王，必须要学会的是运作高价产品，要能将高价位产品推出去卖出去，高价产品的利润率是比较高的。例如苹果iPhone成为时尚的NO.1，三星的Galaxy系列卖得有滋有味。由于4000元以上的高价手机其利润率一般保持在30%左右。如果价位越高，其基数就越大，而同时获取的净利润也越高。由此可见，高价手机带来的利润非同一般。 2.稳重的价值定价策略。摩托罗拉对其手机产品的定价，应依据该产品对应的国内细分市场的目标消费群的不同(也就是定位的不同)，确定高、中、低不同的价位的产品。当然在在此过程中也应考虑成本、控制性价比等因素。简单来说，如果一位消费者想购买摩托罗拉手机的话，他可以是企业老板、也可以是白领丽人、企业职工、公务员也没有问题，学生青年从业者更应该能买到适合自己的机型。购买摩托罗拉手机消费者可以消费万元，也能在5000、4000、3000、2000、1000甚至几百元中选择自己的心理价位。这样的产品表现才是一家国际级手机大厂所应该具有的。 4.2.3促销策略 (1)广告 摩托罗拉在开发安卓系统之前，在中国其品牌传播策略的核心是时尚、音乐和娱乐，针对每一只手机不同的特色，搭配代言人的个人风格及魅力。 2006年摩托罗拉和国际知名球星、英格兰国家队队长贝克汉姆签署了为期三年的，聘请他担任全球形象大使，根据贝克汉姆的形象，与摩托罗拉V3和V6的薄型时尚不谋而合。2006年8月，摩托罗拉又指定亚洲杰出的音乐艺人周杰伦为摩托罗拉品牌在大latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 中华区的形象大使，并且量身打造了摩托罗拉音乐网站，主推音乐手机RockE2。随后2006年11月再次聘请著名演员周迅担任MOTOKRZR大中华区形象大使。 由以上可以看到，摩托罗拉进行了品牌内产品和代言人的细分。同时又采取了一些方式来使明星代言扩大传播力: 电视媒体:摩托罗拉在2006年11月份投入了数百万美元最后在2007中央电视台黄金资源广告招标会上成功中标。中央电视台具有绝对的权威性和影响力，可以在很大程度上帮助摩托罗拉树立品牌的可信度和忠诚度。 平面媒体:摩托罗拉在城市常年租用了汽车站路边灯箱、飞机场大型广告牌等。 尽管摩托罗拉采用多种宣传手段进行品牌宣传、产品推广，但其技术领先优势并没有有效地传达给国内市场。在摩托罗拉的国内市场推广中，始终未像V3那样抓住并放大这些技术上的创新点，而是让这些诸多功能埋没在了纷繁复杂的用户手册中，而很少有用户会仔细翻阅用户手册。代言人策略是昂贵的，再加上代言与国内推广之间的脱节，让巨额的代言费付之东流，未取得它应有的效果。 (2)公共关系——做社会好公民 摩托罗拉公司自进入中国以来，不仅在中国市场上投资，而且在承担着一个企业公民的角色，并动员越来越多的摩托罗拉员工参与“企业好公民”活动，并于2004年成立了摩托罗拉志愿者协会，摩托罗拉公司为公共关系做出了不懈努力。 1.支援树立的愿望小学将达100所。 2.已经累计向北大、清华等12所高校捐赠了上千万元人民币，设立的奖学金和奖教金使众多师生受益。 3.在妇联发起的为西部缺水地区挖井活动中，摩托罗拉向灾区捐赠了200万元人民币。 4.关注中国的体育事业，以各种形式赞助运动会等。 5.积极参与中国的环保事业，在全国153个大中城市回收各种品牌废旧手机和电池。 6.摩托罗拉公司累计为汶川地震灾区的捐赠价值达到1200万元人民币。 7.过去的多届奥运会采用的都是摩托罗拉的通信设备。摩托罗拉用先进的通信设施、专网和宽带技术，为北京成功的举办2008年奥运做出一份贡献。 (3)促销活动 在促销活动方面，近几年缺乏创意，无法吸引顾客的购买欲望，促销品的质量一般。促销信息的传播也比较单一、滞后，诉求牵强。 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incr- 11 - 促销策略作为市场营销组合的基本策略之一，对企业的销售效果的好坏是至关重要的。企业应通过通过人员推销、广告、公共关系和营业推广等各种促销方式，向消费者或用户传递正确的产品信息，并引起注意和兴趣，激发他们的购买欲望和购买行为，以达到扩大销售的目的。根据新时期新市场的情况作一些适度的调整是有必要的: 1.正确规划促销活动。摩托罗拉曾经一度给消费者一个传统的、重技术突破的企业形象。让人感觉到使用摩托罗拉的手机的人必定是事业型、工作型的消费者，偏向于专业技术的专业男性的形象。之后摩托罗拉为了转变，请了一些时尚明星来做代言，力图改变这一形象。但是中国手机市场是不同的，中国手机市场是富有高科技含量的，摩托罗拉的促销活动应规划明确自己产品的技术突破点，并通过有力的促销活动让国内消费者明白产品的优势、特性。单调的使用明星效应，不谈产品是失败的。摩托罗拉应通过对促销活动的规划和加强来证明自己的产品是符合中国市场需求和引领科技时尚潮流的。 2.加强校园促销活动。随着新时期，国内三大运营商力推3G，3G时代的新鲜时尚元素对年轻人富有吸引力，而且国内的高校在校生众多。在校园中的促销活动，应注重提升企业形象，扩大知名度。这种促销活动，可以影响企业的现实消费者，也可以影响企业的未来消费者。例如三星公司在高校里赞助各种电脑比赛、科技发明比赛，为大学生们提供资金以及电子设备方面的支持;他们还在许多高校的电脑城里设立了三星数码体验馆，让大学生们亲身感受三星产品的动人魅力。 摩托罗拉应根据国内校园市场的特点，推出适合年轻人的机型，并开展一些有益的活动。如:如招聘部分学生在校园内代售其产品，为他们提供勤工助学的机会。在这样一种方式下，企业由于前期的招聘，扩大了其在校园里的知名度，而且可以获得在校园里做促销的机会。早早的在这一市场中占有优势的份额，将对以后的战略发展提供有力地位。 3.营业推广。可以吸引消费者购买，是营业推广的首要目的，尤其是在推出新产品或吸引新顾客方面，由于营业推广的刺激比较强，较易吸引顾客的注意力，使顾客在了解产品的基础上采取购买行为。例如抽奖促销。顾客在购买一定的产品之后可获得抽奖券，凭券进行抽奖获得奖品或奖金，抽奖可以有各种形式。 4.2.4分销策略 自摩托罗拉进入中国市场以来，摩托罗拉采取了多种的渠道方式来分销自己的产品。摩托罗拉的销售渠道主要有:国内运营商、国包商、FD、店中店、专卖店、连锁卖场。 国内运营商:随着三大运营商开始推行手机定制，摩托罗拉应与运营商积极合作，通过运latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 营商渠道销售产品。但由于以前产品的劣势，各省运营商的地方分公司并不青睐摩托手机，致使该渠道不能充分发挥其效益，应努力克服这一问题。 国包商:2006年以前摩托罗拉主要采取依靠发展大区代理(国包)的方式，国包商有天音、中邮、松联。这些国包商在开发市场初期起到了很好的市场渗透作用，但渐渐的随着市场的成熟，暴露出两大问题:首先，优质的国包商通常经营三到四个国产品牌，无法承担太大的存货和资金压力，这导致摩托罗拉的销售目标常常无法实现。其次，国包商市场操作方式各异，对市场的控制力较差。有的过于追求达量返利，往往快速出货，进行“倒挂销售’’或窜货，对市场秩序造成严重的冲击。 FD(直控分销商):在中国的手机渠道中，目前认为最有效的是FD(直控分销商)模式，即由厂商在特定区域建立运营平台，由运营平台直接去发展这个区域内的分销模式。2003年国内出现了这一模式，随后摩托罗拉也跟进复制了这一模式。然而，尽管摩托罗拉为FD建设的投入了不少资源，结果却是以失败告终，甚至摩托罗拉内部员工说只要是让FD操作的产品肯定不会活下来。究其原因主要在于摩托罗拉本身:价格控制不利，盘价混乱;产品不受消费者欢迎，无人问津;业绩压力大，串货严重;销售管理层面没有及时转变角色去给与FD必需的支持帮助;产品积压利润低，打击了FD和终端的积极性。 店中店:摩托罗拉中国营销渠道的终端主要是店中店形式(称为V2)，专卖店和室内销售亭，所有这些销售终端的建设都由北京总部统一指挥协调。店中店项目从2006年2月份开始，摩托罗拉半年内在一二线城市新开3000家店中店，分布到中国各大城市，最终在年中完成了3093家。因为这个项目对于摩托罗拉在2006年中国手机市场份额中作出了重要的贡献，销售量占其全年大陆销售量的三分之一强。也正是由于其销售份额的重量，2007年对这个店中店的项目进行重新的店面设计与施工的竞标，并改名为V3项目。V3项目总的设计理念是强调视觉图案带来的动感信息和改进材料质地带来更好的品质感，通过简单的形式达到强烈的视觉冲击效果，蕴含着摩托罗拉通过这一方式体现自己的科技实力。 专卖店:专卖店在销售量中占有一定地位，且形象展示和品牌塑造起到重大作用的要数摩托罗拉的专卖店了。2006年前的7月，摩托罗拉在中国上海推出了全球首家旗舰店，一年内在中国省会大城市共开设了150多家至尊专卖店，在中小城市共开设了370多家零售终端店，覆盖了中国大江南北，北至哈尔滨，南到海南。乃至在世界海拔最高的“日光城"拉萨也于2006年11月份开设了摩托罗拉至尊专卖店。而在2008年四月，摩托罗拉开始撤销二三线城市的大部分专卖店，因为发展的这些专卖店既没有为客户带来利润 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incr- 13 - 也没有给摩托罗拉带来任何收益。而苹果公司仅开了几家专卖店，通过限量供应、增加用户体验等方式获得了火爆的销量，赚取了巨额利润。 连锁卖场:另一个重要的新渠道是“直供”，摩托罗拉，联想等厂家直接向苏宁，国美等大型家电卖场的供应商供货。苏宁曾宣布，摩托罗拉在其100家旗舰店设立店铺，而摩托罗拉将提供更优惠的价格和其他优惠。 在当前3G时代开启的新的市场业务，新的环境空间下，摩托罗拉如何利用自己的优势在竞争激烈的国内市场中取得有利的地位和优势，需要强有力的分销策略来给予支持的。以下的几个方面是要做好的。 1.与国内运营商一起为用户提供问题解决方案。加强与运营商的合作，改善与国内运营商的关系，关注运营商的利益关切，与运营商形成良好的合作局面可以帮助本品牌在市场中的推广。由于与与运营商形成良好的合作，将产品与服务相互的有机结合在一起，可以为消费者提供完整的问题解决方案，为消费者解决实际问题。这一方面提高了消费者的满意度，同时也可以通过这种方式来反馈给总部，是分析师、决策者更好的了解市场的需求以及市场的发展状况。例如苹果公司的iPhone与中国联通的合作，即联通定制版iPhone。他们的合作模式是:联通与苹果就在华销售iPhone达成了3年独家销售协议:苹果公司以每台3000元的价格向联通销售裸机，联通每年负责包销100万-200万台手机，保证销售额不低于50亿元人民币;苹果不参与联通的业务分成，但是手机内置了苹果在线软件商店，苹果可以向消费者卖软件和服务。 2.“直供”铺货。在目前的国内市场环境中要看到渠道市场中终端销售商的作用，开始积极推进自己的“直供”策略，加大与终端零售商的合作力度，如国美、苏宁、永乐、大中等当地做得比较大的连锁卖场，绕开代理商中间环节，直接对这些终端卖场供货。绕开了中间商的环节，降低了费用，对于消费者来说是利好的消息，因为如此降低了成本费用，降低了自己产品的价格，扩展了本品牌的销量。与此同时也使本品牌的产品在同类的产品中提升了竞争力。 3.其他方式辅助配合。由于在国内不同的细分市场的情况是有差异的，消费者也有着不同购买喜好与购买方式。因此应切实调查研究根据当地的实际情况，通过其他方式辅助，进行有力的、有机的配合来达到提升销量的目的。销量的有力提升，就进一步的压榨了其他品牌的市场份额，也减少了本品牌在本地区、该细分市场的竞争压力。 5结 论 摩托罗拉，作为一个拥有80年悠久历史的跨国通信业巨头，世界电子行业的先行者latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 和奠基人，其手机产品在最近十几年间经历浮沉，公司如今被谷歌并购。它在经营管理过程中的诸多失误是导致其失败的关键原因。 第一，产品忽视国内市场的需求。摩托罗拉在国内市场没有通过对消费者的产品需求进行分析，敏锐的判断行业走势，而是固步自封、因循守旧。 第二，手机产品没有良好的创新表现。从V3之后人们看到的是摩托罗拉手机产品已经近乎于失去了创新能力了，没有在市场中获得良好的表现。 第三，摩托罗拉是无凝聚力的松散联邦。摩托罗拉拥有上万的雇员，但是，摩托罗拉的各个分支机构没有为一个明确的目标形成凝聚力。 在竞争激烈、日新月异的手机市场中，当其他竞争者具有紧迫感地快速奔跑的时候，摩托罗拉却没有利用自己的优势在市场中有所作为，却问题不断，导致自己江河日下。在被谷歌收购之后，摩托罗拉手机产品能否再次回归，还要看其是否满足了市场需求，不再走之前的老路。 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incr- 15 - 谢 辞 本文是在指导教师的悉心指导下完成的，从论文选题、课题调研、试验指导、理论分 析到论文撰写，无不倾注了老师的心血和汗水。向所有曾经关心和帮助过我的老师、同学 和朋友致以诚挚的谢意～ latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 山东建筑大学毕业论文 参考文献 [1]杨晓芳.基于摩托罗拉战略失误的SWTO分析[J]:消费导刊,2012,(1):103 [2]孙杰贤.寻找摩托罗拉的动力源泉[J]:通讯世界,2008,(10):52-55 [3]袁婕.待嫁的摩托罗拉[J].现代商业,2011,(28):16-21 [4]甘碧群.市场营销学[M].武汉大学出版社,2009:123-133 [5]蔡恩泽.摩托罗拉“卖身”何求[J].现代企业文化(上旬),2011,(9):72-73 [6]杨明刚.摩托罗拉:飞越无限(上)——摩托罗拉中国市场策略[J].中外企业家,2010,(11):26-29 [7]管重.再见，摩托罗拉[J](数字通信[J],2008,(09):12-15 [8]王剑.摩托罗拉的六个失误.集团经济研究[J],2008,(05):40-43 [9]菲利普?科特勒.营销管理[M].中国人民大学出版社,2004:24 [10] Fletcher & Smith. Marketing Measuring System [J]( Journal of Business Strategies,2009,(6):14-19 [11]Sunny Li Sun, Hao Chen, Erin G. Pleggenkuhle-Miles. Moving Upward in Global Value Chains: The Innovations of Mobile Phone Developers in China[J]( Chinese Management Studies,2010,(4):305-321 e, a Alibaba paid treasure, on for General Youthss mody to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric businedvantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretarlent a, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put tat human resources has become the most important strategic resources, talent has become a focus of competition between regionsCurrenc talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. gital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientifiof di n of scientific and technological achievements of energy saving, give full play to science and technology in the leading rolence projects, promoting health care, environmental protection, people's livelihood, such as the transformation and applicatioease the "eye in the sky project" social governalatest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and incr- 17 -