【文章內(nèi)容簡介】 fast development. Stores entry threshold is high, costs are high, distributed widely enough, profits less. Opportunities External： Many international wellknown manufacturers and the MEIZU establish the broad thorough cooperation, and has the unceasing pany intention, the MEIZU raw material choice leeway is quite especially big. The lives of the people level enhances day by day, the university students quite are big to the digital product and the intelligent handset demand, also more and more to pursues the brand, is not limiting to the price The MEIZU may taking the opportunity expand the propaganda dynamics, wins the more market share The old customer39。s loyalty quite is high, and formed the petroleum culture, the establishment demon race official forum has enabled the university students to have an exchange platform. Propagandizes unceasingly to its relatives and friends, may cause the sales volume of MEIZU product increase. Internal： It is establishing own gradually product ecosphere, including software center and online music which just made something a matter of political line, caused the consumer besides to purchase the terminal product, continued to purchase other 9 increment product Efforts to increase scientific research, and continue to optimize now MX features, making their products more easy and stable, improving product quality There are many development projects, will enrich future product line which can cater for the different stages of the consumer More and more many digital Daren joins the MEIZU, causes it to be abundance of capable people, carries out the strength to be high. Approaches HongKong, Macao and Taiwan, is advantageous in facing the internationalization, and going out the entrance to a country, moves towards the world Threats External： Some other manufacturers slandered unceasingly that, slanders the demon race and the demon race39。s product, and reported on some media, forms not the good atmosphere, has deceived some university student consumer, causes the part latent customer to drain. Some manufacturer imitation demon race handset outward appearance, and pulls down the price, forms the blind petition, the impediment demon race39。s development. Electronic product update is very fast, MEIZU will advantage reduces the phone it won39。t be long before, fewer profits. Foreign large handset vendors research and development ability, low cost, but also through parallel channels into China market, accounting for MEIZU segment of the market, unfair. The tax revenue swallows the partial profits. Some mobile phone manufacturer MEIZU digging pany staff, so that part of the brain drain. Internal： Single product, improvement of the quality and content needs. Products can only return to depot repair, remains to be seen to be more maintenance points. 10 Few stores clerk moved due to lower welfare, liquidity, need stability. The product maintenance time quite is long, insufficient user friendly. Some mobile software does not patible with MEIZU product ,affect the user experience for college students, to be further optimized. Marketing Research In order to have a better understand of the products produced by MEIZU， our group made a research about Meizu market share in zhuhai campus. The research conducted by questionnaire. And the theme of the research is how the brand, quality, ability, appearance and price affect the behavior of campus students to purchase a cell phone. And we are convinced that the research can help us a lot on finding out the answer. The quantity of the questionnaire is 200, and we received 180 pieces of questionnaires. Among all the students, only two of them have no cell phone, and even some students have two or more cell phones, we can see from this phenomenon that cell phone has bee a necessary tool in daily life. Attach importance to quality The quality of the products is the core of the product. In our study, we39。ve found that students think highly of the high quality of product, then the powerful function. To college students, they39。re in the limit by economy. Changing mobile phone frequently is not reality, so durability is very important to mobile phone. What is of most importance thing when you buy the phone (multiple choice) ( ) A Stylish B Excellent quality C Cheap D Powerful Function 11 Lower price According to our survey, % of the college students prefer mobile phones range from 500 to 1500 RMB. This is because there are a large variety of mobile phones with good quality and design among this range. Followed by mobiles below 500 RMB, % of the students possess these lowend devices, due to the reason of limited purchasing power of fulltime students. Additionally, % of the entirety owns a 1500 to 2500 RMB mobile。 more than 2500 RMB models take up the rest %. If you change phones, what price range you will expect? ( ) A Below 500 RMB B 500 1500 RMB C 1500 – 2500 RMB D Above 2500 RMB 12 Favorite stores experience In the survey, college students prefer to go to electronics store to buy mobile phones, thus, cell phone stores play an important role to create a good brand store atmosphere and help the business to gain market shares. Where place do you normally purchase phone? ( ) A Online B Electronics store C Brand store D Others place Do the sales shop environment will affect your to buy the phone? ( ) A Absolutely B Might have some influence C Do not 13