中國大陸國產手機品牌崛起–以中興通訊為例

The rice of domestic China brands of mobile phone-the case study of Zhongxing Telecom Equipment communication products

林玹如(SHYUAN-RU LIN)

指導教授 ： 李志強

淡江大學/國際研究學院/中國大陸研究所碩士班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00850

摘要

本論文主要以中興通訊之品牌崛起，來探討中國大陸國產手機透過《十二五國家戰略性新興產業發展規劃》等政策，確立了中國大陸通信產業須加快在新一代信息技術產業、下一代互聯網與三網融合等事項發展。主要是希望藉由個案分析的例子，瞭解中國大陸產業是如何藉由品牌的升級與轉型，向外拓展，並檢視其政策與措施內容是否有正面助益。
隨著科技日新月異的變化，全球化與區域經濟互動發展的合作情形日趨明顯，從經濟發展趨勢來看，中國大陸已經進入到消費品牌的時代。故制定國家品牌發展策略，塑造國家品牌，關乎中國大陸永續經營的模式。
　　中興通訊在全球電信設備商之知識產權競爭成常態的背景下，積極投入研發、鞏固專利技術；進一步和營運商建立起良好合夥關係，保證了需求、研發、生產和銷售等環節，有良好的成果；並拓展國內外市場版圖，成立研發中心，以因應國家促進網絡建設、業務應用、産業發展、監督管理等各項工作協調發展。
由於市場競爭日漸激烈，通訊產品趨於同質化，原有的優勢不再足以鞏固該品牌企業。因此，本論文透過通過評價企業的優勢、劣勢、競爭市場上的機會和威脅，提出客觀的建議與具有可行性的改善辦法。期許應當著手於加強公司自身的核心競爭能力和區隔品牌特性，塑造品牌使其轉型，經由調整品牌的廣告行銷手法，創造品牌形象，提升顧客的忠誠度與回流性，建立良好的品牌價值。

關鍵字

十二五規劃 ； 戰略性新興產業 ； 品牌價值 ； 移動通訊

並列摘要

This theses major through analysis of the rise of brand of Zhongxing Telecom Equipment communication products , to explore domestic China brands of mobile phone , through the“Twelve-Five dynamic sectors of national emerging industries of strategic importance”policy , to establish China’s communication industry must accelerate the development of the new generation of information technology industry , the next generation Internet and tri-networks integration. Mainly through the case , to view their policies and measures whether the contents have a positive benefit .
With the advance of the science and technology , the situation is becoming increasingly obvious about globalization and regional cooperation of economy and trade , through the tendency of economy in China , has entered the times of consumer brands .Therefore , to set up and shape the development of national brand strategies have to do with sustainable operation mode.
Zhongxing Telecom Equipment communication company is in the context of the intellectual property rights and competition of global telecom equipment manufacturers , actively put into research , consolidating the patent. Further to establish a good partnership with operators , and make sure demand for research and development , production , sales and other sectors will have a good result . Except that Zhongxing Telecom Equipment communication company expands domestic and foreign market territory, to set up research and development centers , to respond to build information network infrastructure , business development strategy , supervision and management works .
Owing to the market competition has more intense with every passing day , and communication products tend to homogenization , the original advantage is no longer enough to consolidate the brand enterprise .Therefore , the thesis through to evaluate enterprise's strengths , weaknesses , opportunities and threats in the competitive market . To propose objective advice with a feasible way . To expect to strengthen the company's own core competitiveness , separating brand identity , and transforming the brand. Through adjust the brand's advertising and marketing practices , to creat a brand image, to enhance customer brand loyalty and the reflux ratio , to establish a good brand value.

並列關鍵字

Key Targets of China's 12th Five-Year Plan ； Brand Value ； Emerging Industries of Strategic Importance ； Mobile Communication

參考文獻

3. 李明翰，「中國山寨機的發展與兩岸產業分工模式分析」，淡江大學中國大陸研究所碩士班，2010年

5. 李宗耀、劉志鵬、虞孝成，「大陸進入WTO之後電信服務業與通訊製造業之改革與競爭策略」， 交通大學科技管理研究所，2010年

1. 王文正、林南宏、邱聖媛、鐘怡君，2007年，〈產品知識與品牌形象對購買意願的影響：產品類別的干擾效果〉，《行銷評論》4(4)：481-504頁

11. 周文賢，楊明璧，賴曉慧，2005年，〈品牌形象契合度與產品屬性契合度對消費者購買延伸產品意願之研究〉，《交大管理學報》25(1)：97-122頁

15. 劉孟俊，2011年，〈產業升級、戰略性新興產業與國有企業〉，《經濟前瞻》，第一百三十七期