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进入21世纪,手机市场的品牌越来越多,尤其是2000年国产手机在市场上全面出击,使手机市场的竞争更加白热化。面对进入成熟期的市场,要想取得成功,就必须发掘创意,开拓思维,改变观念。基于此,摩托罗拉在世纪之交的中国市场做了许多创新尝试,最成功的是“目标品牌分化策略”。在通信行业将品牌进行分化,用目标品牌在全球范围推广产品,摩托罗拉是第一家。摩托罗拉经过3年的全球市场调研发现,随着手机外型和功能的不断完善,围绕产品衍生出各种文化价值与内涵。各式
In the 21st century, there are more and more brands in the mobile phone market. Especially in 2000, domestic mobile phones have made a full-scale attack on the market, which has made the competition in the mobile phone market even more intense. Faced with a mature market, in order to succeed, it is necessary to explore ideas, expand thinking, and change ideas. Based on this, Motorola has made many innovative attempts in the Chinese market at the turn of the century. The most successful is the “target brand differentiation strategy.” In the communications industry, the brand is divided and the target brand is used to promote products worldwide. Motorola is the first company. Motorola after three years of global market research found that with the continuous improvement of mobile phone appearance and function, around the product derived from a variety of cultural values and connotations. All kinds of