Marketing-Plan-(市场营销论文).docx

MarketingPlanAbstract:Changeisafamiliarconceptinthemobile-phoneindustry,andthecompetitionisalsofierce.Recently,researchinMotiontmakeroftheBlackberry,buyanewproduct,theBlackberryBold,itwillbecompetingwithApple,siphoneandGoogle,SGl,andotherwell-knownbrandofsmartphoneinanincreasinglycrowdedmarketplace.InordertomakeBlackberryBoldachieveasmuchoccupationrateofthemarketingaspossible,wemustdesignagoodmarketingplan.Keyords:marketsmartphonesalespromotionMarketingEnvironmentAnalysisIntheChina,Smarket,therearemanysmartphonesbrandsandtheyWiIlfacefiercecompelitionaswell.AccordingtoresearchfirmGartnerrSdata,Applephonehasthethirdmarketsharewithabout5.3%intheworld'ssmartphonemarket,butblackberryphonehasthesecondmarketsharewithabout13.4%intheWOr(TSsmartphonemarket.ThisshowsthattheBlackberrysharedintheglobalsmartphonesmarketishigherthantheAppleiphoneandGoogle.NowadaysBlackberry'Shasmorethan16,000,000usersintheworld,buthasbeenunabletoformanupsurgeinChina.ButwiththedevelopmentofChina'seconomy,BlackberrywillsalegoodinChina,andwblackberryservice“inChinadevelopingstepbystep,Blackberry,thissmartphonebrandwhichisaverywel1knownbrandintheworldwillhasamorebroadmarket.BlackberryblodwillbeagoodopportunityasapioneerproductenterstheChinesemarket.Althoughtherearetwocompetitorswhoarepple,siphoneandGoog1e,sGlinthesametime,theuniquenessofblodwi11winbettermarketsharethanit,scompetitors.MarketSegmentationIngeneral,asfaraschina,Ssmartphonesusers,alwaysattheagebetween20-40,andtheynayyoungormiddle-agedpeoplewhohavestrongabilitytoacceptnewthings.Sotheyarethebiggestconsumergroupsforthesmartphones.MostofthemhaveoverY4000income,butcustomswhohavetheincomebetweenY100OandY6000arethereallybiggestbuyersofsmartphones.BetterAbilitytoPayBlackberryBoldamidatthesepeoplewhohasthebetterabiIiIytopayfortheirdemandinthesmartphone,scustomers.Approvethefundionofsmartphonesstrongly,havethehighabilitytopay,paymoreattentiontothebester,andplentifulofsmartphones,function,arethecommonofthesmartphones'customs.Theyarenottoosensitivetotheprice.Withanavant-gardesmartphone,notonlysatisfythemWilhIheirdemandoffunction,butalsomeetthemenjoyluxury,revealpersonalityandidentityofdesire.Salesforindividualusersandamidatentertainmentandfashionistheapple,siphoneandgoogle,sGsmainwork.Boldwillverydifferentfromthem.Asahigh-endbusinessintelligencecel1phone,ithasalwaysbeenaimedatenterpriseandbusiness.Boldwillgivethemamoreperfectmasterpiecethanbeforewithitenterthemarket.BlackberryBoldisamidatthecustomerswhoaremost-3040yearsoldamongbusinesspeop1eandhavethestrongpurchasingpower.Especiallyprofessionalbusinessusersandhigh-endbusinessusers,focusonenterprisecustomers.Theyhavehighereconomicpowerthantheyoungpeoplewhoare2030yearold,havemorecapitaltoachieveastrongdemandforIhesmartphone,businessvalueol'boldwillberecognizedbythem.Theywi11havealotofpossibilitiestobuynow,aslongasbold'Smarketinghasagoodreasontoconvincethem.Andthisforboldisjustapieceofcake.WillbeinDemandBold,stargetgroupswillbeawareoftheirdemandbybold'Smarketingeasier.ThisisverydifferentfromthetargetgroupsofApple,siphoneandGoogle,SGl,whicharejustaluxurydemandthatcan'tbestimulatedunlesstheyareboundtobuywhentheyveryhighonthat,thebusinessfunctionsofboldwillberecognizedbythem,andtheyhaveastrongsenseofIime,alargeramountofinformation,andmoreextensivecommunication,andsoon.Inaword,theirpracticalneedsmayleadsthemintodemand.Justforthiscase,bold,Smarketingcanhelpthemfindtheirdemandmoreeasyandsimplerthanthosewhatamidatentertainmentwhichmeansitwillbeboughtjustneedorwantnotreallydemand,suchasApple*SiphoneandGoogle,SGl.Usingboldcanmeetthemthedemandoftheinformation,calIs,schedule,andthemanagementoflhem.Inparticular,sendingandacceptingpersonalorbusinessemailinthetime,orifneedsbutnomatterwhenandwhereduringthebusinessoronthewayarelheirrealIyneeds.Thiskindofconsumersamongthescienceandtechnologywhichasthedominantindustryorfieldingenerally,theirworksettleontheirdemand,sothat,boldwillbeabetterchoicefortheirdemand.Forexample,theyneedalolofinformationorenai1inthefirsttimefromdepartmentofcorporationeveryday,eventhoughtheyonthegoorcan*tfindcomputertosurfthenet.Theyneedsuploadanddownloadthefilesformthecorporation.Inadditiontothese,boldstillcanmeetthosebusinesspeopleverywellwhotravelfrequently.Theyhavehigherratesoftravelonbusinesstrip,andneedtoconvenientlystore,communication,andexchangeinformation,sendingandacceptingemailonthego.Theymaynotbenecessarytobringnotebookcomputerwhentheygoanywhere,evenbrought,somesparetimecannotguaranteebesqueezed,suchasWaitingthecarorbus,sittinginthebusorcarwhenonbusinesstrip,andbeforebegindinneretc.Andalsocannotguaranteecanreadtheveryimportantnewsorinformationwhichrelatedmaterialtimelybeforeaveryimportantmeetornegotiations.TheseareverydifferentformApple*siphoneorGooglerSGlwhichamidatentertainment,andtheircustomersmorepursuitvogueandenterlain11enl,theyrea11yneedisakindof“enjoyscostlyexperienceandPersonalityshowsbysmartphone.,NotJustforBusiness.Apartfromabovethatthemostimportantbusinessfunctions,therearem