手机行业发展分析报告

2015年上半年手机发展趋势

分析报告

院 系： 信息科学与技术学院

组 长：陈斌 13351002

组 员：

杨凯 13351058 孙云起 13349102

董涛 13351009 王子瑞 13348097

温卓锐 13348098 陈俊达 13349007

陈远杰 13349014 吴君豪 13348103

2015年9月

目录

一、我国手机行业发展概况 ............................................................................................ 3

1.1市场定义................................................................................................................ 3

1.2市场概述................................................................................................................ 3

1.3我国手机行业发展历程........................................................................................ 4

1.4我国手机行业销售状况........................................................................................ 4

二、手机行业生产特点 .................................................................................................... 5

2.1生产规模扩大，市场竞争更激烈........................................................................ 5

2.2手机电脑化，行业网络化.................................................................................... 5

2.3产品类别增多，差异度有限................................................................................ 5

2.4市场结构呈现四大模块....................................................................................... 6

2.5产品同质化............................................................................................................ 6

2.6市场进入壁垒低.................................................................................................... 6

2.7产品更新频率加快................................................................................................ 6

三、手机行业销售策略研究 ............................................................................................ 7

3.1 差异化战略........................................................................................................... 7

3.2目标集聚战略........................................................................................................ 7

3.3战略同盟................................................................................................................ 7

四、手机行业消费分析 .................................................................................................... 8

4.1需求........................................................................................................................ 8

4.2偏好........................................................................................................................ 8

4.3外部信息刺激...................................................................................................... 13

五、行业发展趋势预测 .................................................................................................. 13

1.供应商的讨价还价能力（suppliers bargaining power） ..................................... 14

2.购买者的讨价还价能力(buyer bargaining power) ................................................ 14

3.新进入者的威胁(potential new entrants)............................................................... 15

4.替代品的威胁( Threat substitute product) ............................................................. 15

5.行业内现有竞争者的竞争(The rivalry among competing sellers) ....................... 15

六、敢问路在何方--我国手机产业出路何在？ ............................................................ 16

1.优势（strengths） .................................................................................................. 16

2.劣势（weaknesses） .............................................................................................. 16

3.机会（opportunities） ........................................................................................... 16

4.威胁（threats） ...................................................................................................... 17