試談魅族MX營銷方案(英文版)(doc 26頁)

試談魅族MX營銷方案(英文版)內容提要：
Executive Summary：
MEIZU Technology Co., Ltd. is a Chinese electronics manufacturer.
MEIZU, literally meaning "the captivating tribe", has rapidly become one of the most popular brands amongst Chinese gadget lovers. Yet all its producing right now is just the one phone: the M9. But it’s no matter now. MEIZU MX which will go public on the 1st of January, 2012.
The MX, for our university students, who need to store information and communicate or people who want entertainment on the go. Currently, the market for high-end phones is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The students’ market will rapidly increase in coming years due to lower prices and greater power.
Current market situation
Market description
"I need a more advanced mobile devices boasting powerful processors and graphics processing units, more abundant storage for applications and media files, higher-resolution screens with multi-touch capability, and more friendly operating systems "said by a Zhuhai's university student.
A smart phone is a high-end mobile phone built on a mobile computing platform, with more advanced computing ability and connectivity than a contemporary feature phone. According to a report in early 2011, the rate of smart phone adoption is accelerating: as of March 2011 19.5% consumers had a smart phone, with this percentage rising to 24.0% among 24- to 35-year-olds. China has become the world's largest smart phone market by volume after it overtook the US in the third quarter. China is the world's biggest market for mobile phones with almost 952m users, and continues to grow at a fast pace. At the same time, there has been a push by mobile phone operators to get more users to sign up for 3G services. Analysts said that as consumers take up these services, the demand for gadgets such as smart phones is likely to rise further. China is now at the forefront of the worldwide mobile computing boom. In March 2011, Berg Insight reported data that showed global smart phone shipments increased 74% from 2009 to 2010.In profit share of smart phones now is far exceed the share of non-smart phones. Zhuhai's universities' students are one of the specific customers.

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