英文文献026手机市场现状.doc

原文来源：From the China research network译文正文：现行手机市场状况 更多原创经管论文及英文文献与翻译请访问：http:/经管论文.com/ ,并提供定制服务近年来，随着手机设计和生产门槛降低，加之2007年手机核准制的取消给众多国产手机厂商带来机会，2007年第二季度起国产厂商销量份额开始回升。据统计，2009年国产手机销量份额上升到32.6%。凭借低价格、低成本优势，以及时尚的外形设计和丰富的应用功能，国产厂商在县级以下市场的新增用户中寻找到了机会，如天语、金立、天时达、国虹等厂商都有较好表现。但是，国产手机盈利能力不强也严重制约了国产手机的进一步发展，2009年国产手机的销售额市场份额只有27%，平均价格比国外手机低300元。造成目前这种市场格局的原因概括起来有两个： 1、技术能力已日益成为制约国产手机产业发展的“短板”在国内手机市场上，关键技术、销售和服务网络大部分控制在国外巨头手中，本土企业仍然处于劣势，在高端产品和关键设备上难以左右全局，只能眼睁睁的看着外企坐享利润大头。国内大部分市场份额掌控在几大国外巨头手中，几十家国内厂商只能争抢剩下的市场份额。2、外资企业“高端抢利润，低端占市场”策略的挤压随着手机模块化生产方式、手机设计公司的出现，手机的生产成本大为降低，手机市场开始盛行超低价。据统计，2009年手机平均价格已经由2006年的1408元降至1134元，降幅达19.5%，主流价格段已由2007年的1001-1500下移至501-1000元，2009年，低于500元价格段的销量比例已超出26%。此外，随着国家大力扶持农村通信消费，加上两大运营商将农村市场作为重点市场进行开发，在国内鏖战的手机厂商认识到，农村市场将是未来的一块巨大蛋糕，国外厂商开始重视向三、四级城市和农村等低端市场渗透，纷纷制定了以“高端抢利润，低端占市场”为目标的策略。在高端市场，国外手机厂商携技术和品牌之利，牢牢掌握了高端客户，而在低端市场，又凭借强大的市场推广能力，迅速吸引了一大批低端客户，进一步压缩了国产手机的市场获利空间。1、国家大力扶持农村通信消费，加快开拓农村手机市场随着“建设社会主义新农村”的实施，以及移动运营商“村村通”工程的推进，城镇农村人口的收入不断增加，消费需求持续增长，很多农民开始放弃固定电话，而选择手机，二、三级市场手机用户将成为大众手机购买主力军。中国移动公布的2007年年报显示，截至2007年12月31日止，在新增客户中农村地区用户占据总数一半的量，足见中国农村市场对手机的需求潜力。目前农村市场手机普及率只有18%，而农村人口有7.5亿。在农村飞速增长的需求刺激下，农村手机市场已被激活，此市场不仅让联想、夏新等“大牌”国产手机厂商进入赢利状态，更让金立、深爱、友立通、侨兴等国产“二级梯队”迅速跟进。国外厂商诺基亚、索尼爱立信、摩托罗拉也都在花大力气铺设有效营销渠道推广自己的产品，一场对于新兴低端市场的争夺战已经悄然上演了。2、3G应用推动手机产业链重构2008年3G开始正式步入应用阶段，移动通信领域的巨大变化也势必影响手机产业链的发展。首先，3G整个产业孕育着一个规模达上千亿的巨大市场，在三种制式的手机终端制造上，无论是国产手机还是外资手机，手机厂商面对的是一个公平竞争的机会。3、产业链配套能力增强，主力国产手机发展2009年，中国手机产量超出5亿部，已占到全球手机产量50%以上，成为全球最大的手机制造基地。中国手机产业经过10多年的发展，从上游关键元器件生产到产品研发设计，从整机制造到国内外市场的销售，从增值内容制作到增值业务的开展，中国手机产业已经形成了一个全球范围内比较完善的产业链条，成为全球手机产业的发展重心。未来五年，中国手机市场的产业和技术环境将进一步成熟，对国产手机企业的发展起到推动作用。随着设计产业的蓬勃发展，中国国产手机厂商在设计上的竞争力得到了较快提高，有利于国产自有品牌提升产品竞争力；随着多媒体手机和创新功能手机销量规模的快速扩大，LCD液晶模块、摄像头模块、二次电池等关键零配件价格将逐年下降，有利于国产手机企业降低单位制造成本。此外，随着运营商不断介入手机渠道，加大手机定制规模，特别是捆绑销售低端手机的规模，也为市场重心为低端市场的国产手机提供了机会。虽然面临着外资手机技术和市场的双重打压，但国产手机所处的产业环境无疑为国产手机的发展提供了前所未有的机遇，国产手机只要在以下方面下好功夫，在销量和销售额市场份额上取得突破指日可待。原文正文：The current status of the mobile phone marketIn recent years, along with lowering the threshold for cell phone design and production, coupled with the cancellation of approval system in 2007 phone number of domestic mobile phone manufacturers to bring opportunity to the second quarter of 2007, sales of share of domestic manufacturers began to rise. According to statistics, in 2009 share of domestic mobile phone sales rose to 32.6%. With low prices, low cost, and fashionable appearance design and rich application functionality, the following county-level market, domestic manufacturers of new users to find the opportunities, such as days of language, Jin, TSD, the country has a rainbow and other manufacturers better performance. However, the domestic mobile phone is not strong profitability is also seriously hampered the further development of China-made mobile phone, domestic mobile phone sales in 2009, only 27% market share, the average price of 300 yuan lower than the foreign phone. Causing the current market structure sum up, there are two reasons: 1, technology has increasingly restricted the ability of domestic mobile phone industrys shortcomings In the domestic mobile phone market, the key technical, sales and service network Taibu Fen control in the hands of foreign giants, local enterprises are still at a disadvantage in high-end products and key equipment on the struggle to dictate the overall situation. Control of the domestic market share in several major foreign giants in the hands of dozens of domestic firms can only compete for the remaining market share. 2, foreign-funded enterprises high-end grab profits, low-end market share strategy extrusion With the mobile modular production, the emergence of mobile phone design companies, mobile phone production costs greatly reduced, the mobile phone market has become popular ultra-cheap. In addition, with the great support national consumption in rural communications, coupled with the two operators will focus on the rural market as the market development in the domestic mobile phone manufacturers recognize that fierce battle, the future of the rural market will be a huge cake, foreign manufacturers paying attention to 3, 4 urban and rural low-end market penetration, have developed a high-end grab profits, low-end market, as the goal of the strategy. In the high-end market, foreign handset manufacturers to bring technology and brand benefits, and firmly grasp the high-end customers, while at the low end, but also with a strong marketing ability, quickly attracted a large number of low-end customers, and further reduced the domestic mobile phone market profit margins. 1, the state strongly support the consumption of rural communication and speed up developing the rural mobile market. With the new socialist countryside, the implementation and mobile operators, Every Village project to promote urban rural incomes and increasing consumer demand continued to grow, many farmers began to abandon the fixed phone, and select mobile phones, two , 3 will be a mass market mobile phone users to buy the main force. China Mobile announced the 2007 annual report, as of December 31, 2007 only, new customers in rural areas, the total number of users account for half of the amount of demonstration of Chinas rural market, the potential demand for mobile phones. Mobile penetration in rural market at present only 18% of rural population with 750 million. Rapid growth in rural areas stimulated the demand for rural mobile market has been activated, this market is not only to Lenovo, and Amoi cooked into the domestic mobile phone manufacturers profit status, leaving Jin, love, Ulead pass, XING and other domestic two tier prompt follow-up. Foreign manufacturers Nokia, Sony Ericsson, Motorola has spent great efforts in laying an effective marketing channel to promote their products, a new low-end market for the battle has quietly staged. 2, 3 G applied to promote the Mobile Phone Industry Chain Reconstruction 2008, formally entered the application phase of 3G, mobile communications, great changes are bound to affect the development of mobile phone industry chain. 3G breeding a whole industry of hundreds of billions of large-scale market, the three standard mobile terminal manufacturers, whether it be domestic or foreign mobile phone, mobile phone manufacturers are faced with a fair opportunity to compete. 3. chain are more capable, the major development of China-made mobile phone In 2009, China mobile phone output exceeded 500 million, has accounted for more than 50% of the global mobile phone production, the worlds largest mobile phone manufacturing base. Chinese mobile phone industry after 10 years of development, the key components from upstream production to product design, machine manufacturing to domestic and foreign markets from the sale of production from value-added content to carry out value-added services, Chinese mobile phone industry has become a global within a relatively complete industrial chain, the development of global mobile phone industry focus. The next five years, the Chinese mobile phone market, industry and technology environment will further mature the development of the domestic mobile phone enterprises play a stimulating role. As the design industrys rapid development of Chinas domestic mobile phone manufacturers in the design of competitive power quickly raise conducive to domestic own-brand to enhance competitiveness; multimedia handsets and innovative features rapid expansion of mobile phone sales , LC