I
摘要
营销战略是公司希望实现其营销目标所依据的思维逻辑。营销组合是整个营
销战略的重要组成部分,是现代营销学的主要概念之一,是指公司为使目标市场产
生预期反应而整合的一系列可控的、策略性的营销工具。营销组合由公司为影响
其产品需求而采取的一切措施构成。这些众多可能的措施可以归集为四组变量,
即“4Ps”:产品、价格、分销渠道和促销。合理的营销组合是公司用以促进目标市
场定位的有效工具。本文正是基于对营销组合的认识,以中国手机市场为基础,通
过分析中国手机市场的竞争结构和摩托罗拉面临的竞争环境,主要从摩托罗拉营
销策略的四个组合出发——产品、价格、渠道和促销来揭示摩托罗拉公司在 2010
年被谷歌收购后在中国手机市场的营销战略。为摩托罗拉如扭转当前形势提供参
考,并为中国国产手机厂商突破瓶颈提供借鉴。本文总共包括五章。第一章主要
介绍了本文创作的背景信息;第二章简要介绍了 4Ps 营销组合理论及研究方法;第
三章在介绍中国手机行业的发展历程和现状的基础上,重点分析了各竞争品牌营
销组合方面的不同策略;第四章详细介绍了摩托罗拉公司的发展历程及其在中国
营销环境下的 4Ps 营销组合及存在问题;第五章主要针对摩托罗拉在 XT910 产品
上的策略问题进行分析，第六章针对以上分析得出的不足提供改善建议
关键词：营销策略 4P 理论 用户体验 摩托罗拉 XT910
II
Abstract
Marketing Strategy is the way for company to realize the sales goal. The marking
matrix is the important part in marketing strategy and the main concept of modern
marketing theory. It is the controlable and strategic marketing tool for company to
make the market generate the expected change. Marketing matrix is formed by all the
measures have influence in products. All the measures should be conducted to 4 parts,
we call it “4Ps”: Product, Price, Place and Promotion. The good marketing matrix is
the effeciancy tool to promote the market position. The article is based on the
marketing matrix and Chinese market, to analysis the competition structure and the
situation faced by Motorola. By analysising Motorla’s marketing matrix to find the
chances and risks after purchased by Google. The goal is to provide some advice to
Motorola and also Chinese mobile vendors. The article is divided by 6 part: the 1st
parts is the background information for the article. The 2nd part is to introduce the
4Ps theory used by the article. The 3rd part is to analysis the Chinese market for
mobile. The 4th part is to introduce all the information and situation for Motorola.
The 5th part is to analysis the marketing strategy on XT910. The 6th part is to show
the result. The problem and the advice.
Key words: Marketing Strategy 4P Theory User Experience Motorola
XT910