论文部分内容阅读
在全球9.3亿手机用户中,有3亿人选择了诺基亚。据诺基亚公司的调查显示,超过80%的用户在替换手机时仍然选择诺基亚品牌。这样的事实是摩托罗拉公司不愿看到的。尤其在中国——任何一个手机厂商都不能忽略的国家,诺基亚手机凭借自身的品质、不断创新的设计吸引了大批消费者,尤其是那些具有强大消费能力的年轻消费者。相比之下,更早进入中国市场的摩托罗拉公司,虽然依旧保持业内老大的位置,但市场优势已经变得不太明显。对诺基亚充满“刺激”的品牌形象,摩托罗拉显得对流行趋势反应迟缓,面临品牌老化的危
Of the 930 million mobile phone users worldwide, 300 million chose Nokia. According to Nokia's survey, more than 80% of users still choose the Nokia brand when they replace the phone. The fact is that Motorola does not want to see. Especially in China, where no cellphone maker can ignore, Nokia handsets have attracted a large number of consumers, especially those young consumers with strong spending power, by virtue of their quality and innovative designs. In contrast, earlier Motorola entered the Chinese market, although still maintain the position of the industry leader, but market advantages have become less obvious. Nokia is full of “stimulus” brand image, Motorola appears slow response to the trend, facing the brand aging of the crisis