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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2015-06-25编辑:felicia点击率:36480
论文字数:16145论文编号:org201506241959321063语种:英语 English地区:芬兰价格:免费论文
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摘要:这是一篇芬兰商科硕士毕业论文,简要叙述了诺基亚的发展历程。
Since the trend of custom-made handset cannot be altered, the intelligent thing for Nokia is to keep up with the tide. So, Nokia should regulate its former distributing channels accordingly, by means of organizing new department and building special marketing force to specially deal with the tailored handsets-purchasing events from network operators. Moreover, Nokia should take initiative steps to communicate with every commerce operator and adopt active measures to cater for the different requirements of new services. For example, Nokia may take advantage of its abundant technology storage to exploit new handset functions in advance such as fluent handset-video to meet the requirements of operators. Therefore, Nokia’s handset may be first chosen as the mobile platform to apply innovative operation. Affirmatively, this tactic will facilitate reshaping Nokia’s future distributing channels in the 3G era.
As the emerging power controlling the distributing channel, the exclusive store has its own growth contrail. Nothing is impossible today, and it deserves attention by Nokia.
In conclusion, good guanxi between Nokia and Chinese distributing dominators accords with the Chinese market nature and will brings Nokia with advanced information、more cooperating chances and potential market share of 3G in China.
2、Nokia should spare no effort to consolidate its brand image to gain negotiating chips
Along the popularization of innovative operations via 3G network, major existing customers of 2G will gradually transform themselves into 3G users, who will correspondingly substitute 3G handsets for their 2G ones. Namely, future 3G users need current 2G clients as their potential user base. At the original period, handset exchangers mainly come from the high-end users of 2G because of the relative high price of 3G handsets. Fortunately as mentioned above, Nokia mainly targets medium and high-end customers with considerable brand royalty. According to the 2005 investigation on the handset brand royalty in Zhe Jiang (one of the most developed province in eastern China), Nokia wins the no. 1. And from the perspective of repurchase rate, the result is in turn: Nokia occupy 49.1%, Samsung 26% and Motorola 8.7%58. Believably, most of the Nokia’s current users will not easily change their brand selection on mobile phone as the succeeding 3G handset of same brand is introduced.
Undoubtedly, network operators will also notice the vast potential customer under Nokia brand and the unbearable shift cost thereby. Thus, Nokia may negotiate with cooperating operator to retain its brand or at least develop double-logo 3G handset. Depending on its client resource, Nokia can thus avoid degrading its status as pure OEM.
In a word, it is valuable for Nokia to engage in enhancing its brand image as before.
3、Join the TD-SCDMA industrial league to realize mutual benefits between Nokia and Chinese local companies
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