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1、Marketing Plan Abstract: Change is a familiar concept in the mobile-phone industry, and the competition is also fierce .Recently, research in Motion , maker of the Blackberry , buy a new product ,the Blackberry Bold , it will be competing with Apples iphone and Googles G1,and other well-known brand
2、of smart phone in an increasingly crowded marketplace. In order to make Blackberry Bold achieve as much occupation rate of the marketing as possible ,we must design a good marketing plan.Key words: market smart phone sales promotionMarketing Environment Analysis In the Chinas market, there are many
3、smart phones brands and they will face fierce competition as well. According to research firm Gartners data, Apple phone has the third market share with about 5.3% in the worlds smart phone market, but blackberry phone has the second market share with about 13.4% in the words smart phone market. Thi
4、s shows that the Blackberry shared in the global smart phones market is higher than the Apple iphone and Google. Nowadays Blackberrys has more than 16,000,000 users in the world, but has been unable to form an upsurge in China. But with the development of Chinas economy, Blackberry will sale good in
5、 China, and “blackberry service” in China developing step by step, Blackberry, this smart phone brand which is a very well-known brand in the world will has a more broad market. Blackberry blod will be a good opportunity as a pioneer product enters the Chinese market. Although there are two competit
6、ors who are Apples iphone and Googles G1 in the same time, the uniqueness of blod will win better market share than its competitors.Market SegmentationIn general, as far as chinas smart phones users, always at the age between 20-40,and they may young or middle-aged people who have strong ability to
7、accept new things. So they are the biggest consumer groups for the smart phones. Most of them have over ￥4000 income, but customs who have the income between ￥4000 and ￥6000 are the really biggest buyers of smart phones.Better Ability to PayBlackberry Bold amid at these people who has the better abi
8、lity to pay for their demand in the smart phones customers. Approve the function of smart phones strongly, have the high ability to pay,pay more attention to the bester, and plentiful of smart phones function, are the common of the smart phones customs. They are not too sensitive to the price. With
9、an avant-garde smart phone, not only satisfy them with their demand of function, but also meet them enjoy luxury, reveal personality and identity of desire.Sales for individual users and amid at entertainment and fashion is the apples iphone and googles G1s main work.Bold will very different from th
10、em. As a high-end business intelligence cell phone,it has always been aimed at enterprise and business. Bold will give them a more perfect masterpiece than before with it enter the market. Blackberry Bold is amid at the customers who are most - 30-40 years old among business people and have the stro
11、ng purchasing power. Especially professional business users and high-end business users, focus on enterprise customers. They have higher economic power than the young people who are 20-30year old, have more capital to achieve a strong demand for the smart phone,business value of bold will be recogni
12、zed by them. They will have a lot of possibilities to buy now,as long as bolds marketing has a good reason to convince them. And this for bold is just a piece of cake.Will be in DemandBolds target groups will be aware of their demand by bolds marketing easier. This is very different from the target
13、groups of Apples iphone and Googles G1, which are just a luxury demand that cant be stimulated unless they are bound to buy when they very high on that. the business functions of bold will be recognized by them, and they have a strong sense of time, a larger amount of information, and more extensive
14、 communication, and so on.In a word,their practical needs may leads them into demand.Just for this case, bolds marketing can help them find their demand more easy and simpler than those what amid at entertainment which means it will be bought just need or want not really demand, such as Apples iphon
15、e and Googles G1. Using bold can meet them the demand of the information,calls,schedule,and the management of them. In particular, sending and accepting personal or business email in the time, or if needs but no matter when and where during the business or on the way are their really needs. This kin
16、d of consumers among the science and technology which as the dominant industry or field in generally, their work settle on their demand, so that, bold will be a better choice for their demand. For example, they need a lot of information or email in the first time from department of corporation every day, even though they on the go or cant find computer to surf the net .They needs upload and download the files form the corporation.
