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1、MarketingPlanAbstract:Changeisafamiliarconceptinthemobile-phoneindustry,andthecompetitionisalsofierce.Recently,researchinMotiontmakeroftheBlackberry,buyanewproduct,theBlackberryBold,itwillbecompetingwithApple,siphoneandGoogle,SGl,andotherwell-knownbrandofsmartphoneinanincreasinglycrowdedmarketplace.
2、InordertomakeBlackberryBoldachieveasmuchoccupationrateofthemarketingaspossible,wemustdesignagoodmarketingplan.Keyords:marketsmartphonesalespromotionMarketingEnvironmentAnalysisIntheChina,Smarket,therearemanysmartphonesbrandsandtheyWiIlfacefiercecompelitionaswell.AccordingtoresearchfirmGartnerrSdata,
3、Applephonehasthethirdmarketsharewithabout5.3%intheworldssmartphonemarket,butblackberryphonehasthesecondmarketsharewithabout13.4%intheWOr(TSsmartphonemarket.ThisshowsthattheBlackberrysharedintheglobalsmartphonesmarketishigherthantheAppleiphoneandGoogle.NowadaysBlackberryShasmorethan16,000,000usersint
4、heworld,buthasbeenunabletoformanupsurgeinChina.ButwiththedevelopmentofChinaseconomy,BlackberrywillsalegoodinChina,andwblackberryservice“inChinadevelopingstepbystep,Blackberry,thissmartphonebrandwhichisaverywel1knownbrandintheworldwillhasamorebroadmarket.Blackberryblodwillbeagoodopportunityasapioneer
5、productenterstheChinesemarket.Althoughtherearetwocompetitorswhoarepple,siphoneandGoog1e,sGlinthesametime,theuniquenessofblodwi11winbettermarketsharethanit,scompetitors.MarketSegmentationIngeneral,asfaraschina,Ssmartphonesusers,alwaysattheagebetween20-40,andtheynayyoungormiddle-agedpeoplewhohavestron
6、gabilitytoacceptnewthings.Sotheyarethebiggestconsumergroupsforthesmartphones.MostofthemhaveoverY4000income,butcustomswhohavetheincomebetweenY100OandY6000arethereallybiggestbuyersofsmartphones.BetterAbilitytoPayBlackberryBoldamidatthesepeoplewhohasthebetterabiIiIytopayfortheirdemandinthesmartphone,sc
7、ustomers.Approvethefundionofsmartphonesstrongly,havethehighabilitytopay,paymoreattentiontothebester,andplentifulofsmartphones,function,arethecommonofthesmartphonescustoms.Theyarenottoosensitivetotheprice.Withanavant-gardesmartphone,notonlysatisfythemWilhIheirdemandoffunction,butalsomeetthemenjoyluxu
8、ry,revealpersonalityandidentityofdesire.Salesforindividualusersandamidatentertainmentandfashionistheapple,siphoneandgoogle,sGsmainwork.Boldwillverydifferentfromthem.Asahigh-endbusinessintelligencecel1phone,ithasalwaysbeenaimedatenterpriseandbusiness.Boldwillgivethemamoreperfectmasterpiecethanbeforew
9、ithitenterthemarket.BlackberryBoldisamidatthecustomerswhoaremost-3040yearsoldamongbusinesspeop1eandhavethestrongpurchasingpower.Especiallyprofessionalbusinessusersandhigh-endbusinessusers,focusonenterprisecustomers.Theyhavehighereconomicpowerthantheyoungpeoplewhoare2030yearold,havemorecapitaltoachie
10、veastrongdemandforIhesmartphone,businessvalueolboldwillberecognizedbythem.Theywi11havealotofpossibilitiestobuynow,aslongasboldSmarketinghasagoodreasontoconvincethem.Andthisforboldisjustapieceofcake.WillbeinDemandBold,stargetgroupswillbeawareoftheirdemandbyboldSmarketingeasier.Thisisverydifferentfrom
11、thetargetgroupsofApple,siphoneandGoogle,SGl,whicharejustaluxurydemandthatcantbestimulatedunlesstheyareboundtobuywhentheyveryhighonthat,thebusinessfunctionsofboldwillberecognizedbythem,andtheyhaveastrongsenseofIime,alargeramountofinformation,andmoreextensivecommunication,andsoon.Inaword,theirpractica
12、lneedsmayleadsthemintodemand.Justforthiscase,bold,Smarketingcanhelpthemfindtheirdemandmoreeasyandsimplerthanthosewhatamidatentertainmentwhichmeansitwillbeboughtjustneedorwantnotreallydemand,suchasApple*SiphoneandGoogle,SGl.Usingboldcanmeetthemthedemandoftheinformation,calIs,schedule,andthemanagement
13、oflhem.Inparticular,sendingandacceptingpersonalorbusinessemailinthetime,orifneedsbutnomatterwhenandwhereduringthebusinessoronthewayarelheirrealIyneeds.Thiskindofconsumersamongthescienceandtechnologywhichasthedominantindustryorfieldingenerally,theirworksettleontheirdemand,sothat,boldwillbeabetterchoi
14、cefortheirdemand.Forexample,theyneedalolofinformationorenai1inthefirsttimefromdepartmentofcorporationeveryday,eventhoughtheyonthegoorcan*tfindcomputertosurfthenet.Theyneedsuploadanddownloadthefilesformthecorporation.Inadditiontothese,boldstillcanmeetthosebusinesspeopleverywellwhotravelfrequently.The
15、yhavehigherratesoftravelonbusinesstrip,andneedtoconvenientlystore,communication,andexchangeinformation,sendingandacceptingemailonthego.Theymaynotbenecessarytobringnotebookcomputerwhentheygoanywhere,evenbrought,somesparetimecannotguaranteebesqueezed,suchasWaitingthecarorbus,sittinginthebusorcarwhenon
16、businesstrip,andbeforebegindinneretc.Andalsocannotguaranteecanreadtheveryimportantnewsorinformationwhichrelatedmaterialtimelybeforeaveryimportantmeetornegotiations.TheseareverydifferentformApple*siphoneorGooglerSGlwhichamidatentertainment,andtheircustomersmorepursuitvogueandenterlain11enl,theyrea11yneedisakindof“enjoyscostlyexperienceandPersonalityshowsbysmartphone.,NotJustforBusiness.Apartfromabovethatthemostimportantbusinessfunctions,therearem
