- 瑞瑞爱吃桃
-
Mobile phones in China has just started, the product at that time is noble, identity is indicative, Chinese consumers need is first-class technology and the first-class products. MOTOROLA was the main strategy is to develop this industry and build their own brand of "high quality, high-tech become synonymous with" of the identity and noble. Therefore when advertising tend to emphasize the mobile phone industry and note the MOTOROLA and whole industry together, noble and high-tech appeal.
The constant development and mature market, the new group, consumer demand change, competitors and Ericsson mobile market, nokia, enter into segments. Preliminary products, MOTOROLA and nokia jointly formulate the competition strategy, the industry standard for mobile phone is not high, the symbol of status, but still have a certain level, still is the symbol of high-tech. Mobile phones can be anywhere (work and leisure places) can be used at any time, to establish contact with family and friends.
Both differ slightly, MOTOROLA focused on "high-tech" high quality of appeal. While entering the market, nokia, MOTOROLA set up early in the brand "technical barriers and quality standards, take" from another offensive strategy, is more focused on consumers" communication and humanization. In its advertising performance are mostly more interesting, has the individuality, have fashionable feeling, In the individualized product also introduced the reform, nokia mobile and can change color shell of the mobile phone, shell into vogue tide, the key is not only the communication tools, also become convey emotion personality and consumers.
Gradually, MOTOROLA"s "technology orientated" strategy has limitations, no cater to consumer changeful and inner personality needs, the brand to consumers, MOTOROLA"s impression has been a traditional, pay attention to the technological breakthrough brand image, use the MOTOROLA handsets people must be awhile, work of consumer preference middle-aged men, professional technical image. The market share is gradually, so that more than nokia, MOTOROLA to formulate strategies, from "technology orientated" to "the market", "wisdom around, everywhere" brand new ideas, and four brands: extension (ACCOMPLI), the day when TIMEPORT), spindle (n (V) and regards TALKABOUT (dot), the corresponding technology type, time management, pursue and JiaoWangXing personal image pursue different target market. MOTOROLA will brand differentiation, according to different groups of consumers "tailor-made" products and brands, so can make its service to consumer place more and more apt, also can let consumer feel more concrete, more friendly, more friendly image.
希望这翻译对你有帮助!
- 苏萦
-
手机在中国刚刚起步,手机产品在当时是高贵、身份的象征,中国消费者需要的是一流技术和一流的产品。摩托罗拉当时主要的策略就是发展这个行业和建立自己品牌成为“高质量、高科技、高贵身份”的代名词。因此当时的广告往往强调的是整个手机行业以及注意把摩托罗拉和整个行业联系在一起,诉求高贵和高科技。
市场的不断开发和成熟,新的群体出现,消费者需求发生变化,竞争者诺基亚和爱立信进入手机市场,进入产品初步细分阶段。摩托罗拉和竞争对手诺基亚共同制订了行业标准,策略定位为:手机不再是高贵身份的象征,但是仍然具备一定的档次,仍然是高科技的象征。手机能够在任何地方(工作和娱乐休闲场所)任何时间使用,与家人朋友建立联系。
两者稍稍有所分歧:摩托罗拉注重于“高科技高质量”方面的诉求。而诺基亚进入市场时,面对摩托罗拉在早期树立起来的品牌壁垒和“技术质量”行业标准,采取的是从另一方面进攻的策略,就是更注重于消费者的沟通和人性化。在当时它的广告表现大多都是比较有趣味性的,有个性的,有时尚感的;在产品方面也进行了个性化改造,诺基亚最早推出了彩壳手机和可以更换外壳的手机,把手机推向了时尚化的潮流,使手机不仅是沟通的工具,还成为传达消费者个性和情感的媒介。
逐渐地,摩托罗拉的“技术导向型”策略有了局限性,没有迎合消费者多变以及内在个性的需求,摩托罗拉这个品牌给消费者的印象一直是一个传统的、重视技术突破的的品牌形象,使用摩托罗拉手机的人必定是事业型、工作型的消费者,偏向于中年男性的专业技术形象。 其市场份额逐渐被诺基亚所超过,于是摩托罗拉重新制订策略,由“技术导向型”转为“市场导向型”,“智慧演绎,无处不在”,赋予品牌全新观念,推出四个品牌:天拓(ACCOMPLI)、时梭(TIMEPORT)、V.(V dot)和心语(TALKABOUT),分别对应科技追求型、时间管理型、形象追求型和个人交往型等不同的目标市场。摩托罗拉将品牌进行分化,针对不同群体的消费者“量身定做”产品及其品牌,这样可以使其对消费者的服务更加到位、更加贴切,同时也可以让消费者感受到更具体、更亲切、更友善的形象
Mobile phone has just started in China, mobile phone product at the time was noble, a status symbol, Chinese consumers need is a first-class technology and world-class products. Motorola was the main strategy is to develop this industry and to build their own brand as "high-quality, high-tech, noble status" of the pronoun. Therefore, the ads were often emphasized that the entire mobile phone industry, as well as attention to Motorola and the industry linked to the noble aspirations and high-tech.
Market continues to develop and mature, and new groups appear, changes in consumer demand, competitors Nokia and Ericsson enter cell phone market into the product stage of the preliminary subdivision. Motorola and rivals Nokia co-developed industry standards, strategic positioning as follows: mobile phone is no longer a symbol of noble status, but still have a certain grade, remains a symbol of high-tech. Phone can be anywhere (work and recreation sites) at any time to use, to establish contacts with family and friends.
There was a discrepancy between the two slightly: Motorola to focus on "high-tech high-quality" of demand. Nokia to enter the market, the face of Motorola set up the brand in the early barriers and "technical quality" industry standard, adopted a strategy of attacking from the other hand, is more focused on the consumer"s communication and humanity. At the time the performance of most of its ads are more interesting, there are personality, there are fashion sense; in products have also been personal transformation, Nokia introduced the first color display mobile phones and can be replaced shell phone, the mobile phone into a fashion trend, so that phone is not only a tool for communication, but also a personality and feelings to convey to consumers the media.
Gradually, Motorola"s "technology-oriented" strategy has limitations, does not meet the consumer demand for ever-changing, as well as the inner personality, Motorola to the consumer the impression that the brand has always been a tradition, the emphasis on technological breakthrough of the brand image, the use of Motorola"s mobile phones, must be the cause of type, work-based consumer preference for middle-aged men in professional and technical image. Its market share gradually by more than the Nokia, Motorola, then re-formulate strategies, from "technology-oriented" to "market-oriented," "wisdom, interpretation, ubiquitous," to give the brand-new concept, launched four brand names: days extension (ACCOMPLI), when the shuttle (TIMEPORT), V. (V dot), and Xinyu (TALKABOUT), corresponding to the pursuit of science and technology-based, time management type, image type and personal contacts to pursue different types of target markets. Motorola brand differentiation for different groups of consumers "tailor-made" products and their brand, so consumers can make services more in place, more appropriate, but also can allow consumers to feel more specific and more cordial, more friendly image of the
- 余辉
-
Mobile phone has just started in China, mobile phone product at the time was noble, a status symbol, Chinese consumers need is a first-class technology and world-class products. Motorola was the main strategy is to develop this industry and to build their own brand as "high-quality, high-tech, noble status" of the pronoun. Therefore, the ads were often emphasized that the entire mobile phone industry, as well as attention to Motorola and the industry linked to the noble aspirations and high-tech.
Market continues to develop and mature, and new groups appear, changes in consumer demand, competitors Nokia and Ericsson enter cell phone market into the product stage of the preliminary subdivision. Motorola and rivals Nokia co-developed industry standards, strategic positioning as follows: mobile phone is no longer a symbol of noble status, but still have a certain grade, remains a symbol of high-tech. Phone can be anywhere (work and recreation sites) at any time to use, to establish contacts with family and friends.
There was a discrepancy between the two slightly: Motorola to focus on "high-tech high-quality" of demand. Nokia to enter the market, the face of Motorola set up the brand in the early barriers and "technical quality" industry standard, adopted a strategy of attacking from the other hand, is more focused on the consumer"s communication and humanity. At the time the performance of most of its ads are more interesting, there are personality, there are fashion sense; in products have also been personal transformation, Nokia introduced the first color display mobile phones and can be replaced shell phone, the mobile phone into a fashion trend, so that phone is not only a tool for communication, but also a personality and feelings to convey to consumers the media.
Gradually, Motorola"s "technology-oriented" strategy has limitations, does not meet the consumer demand for ever-changing, as well as the inner personality, Motorola to the consumer the impression that the brand has always been a tradition, the emphasis on technological breakthrough of the brand image, the use of Motorola"s mobile phones, must be the cause of type, work-based consumer preference for middle-aged men in professional and technical image. Its market share gradually by more than the Nokia, Motorola, then re-formulate strategies, from "technology-oriented" to "market-oriented," "wisdom, interpretation, ubiquitous," to give the brand-new concept, launched four brand names: days extension (ACCOMPLI), when the shuttle (TIMEPORT), V. (V dot), and Xinyu (TALKABOUT), corresponding to the pursuit of science and technology-based, time management type, image type and personal contacts to pursue different types of target markets. Motorola brand differentiation for different groups of consumers "tailor-made" products and their brand, so consumers can make services more in place, more appropriate, but also can allow consumers to feel more specific and more cordial, more friendly image.