摘要:中国是目前全球规模最大、增速最快的手机市场，但是国产手机的市场占有率却远不及其他外国品牌。面对激烈的市场竞争，天语手机今后的发展是挑战与机遇并存的。想要在竞争中脱颖而出，天语手机就必须塑造自己的品牌形象，提高品牌知名度及品牌影响力，使广大消费者广泛认可。通过对国内手机行业宏观环境、竞争状况以及天语的产品、目标定位、SWOT等全方位分析，并据此提出天语手机品牌推广方案的设计、实施以及实施效果预测。

关键词：天语，手机，品牌推广

Abstract:Now China is the largest and fastest growing mobile phone market in the world. But the domestic mobile phone market share is less than the other foreign brands. In the face of the fierce market competition, k-touch mobile phone's development in the future is a challenge and opportunity. k-touch want to be successful in the competition,it must be shape its brand image, to raise awareness and brand influence，so that enable widely recognized by customers. Through to the domestic mobile phone industry macro environment, competitive conditions and k-touch products, target, the SWOT analysis of all, and then put forward k-touch mobile phone brand promotion scheme design, implementation and the expected result.

Key words: k-touch, mobile phone, brand promotion

　　　虽然天语手机进入市场的时间很短，但是其推出新产品的频率却很高，现在每个月都有8～10款机型上市，如今在零售终端销售的天语系列机型多达上百种，这种新产品上市速度和同时在市场上销售的机型数量在整个手机行业是绝无仅有的。事实上，对黑手机市场有所了解的人都知道，要做到这一点并不复杂，同一块主板，换上不同的外观，对硬件和软件进行简单调整，就可以变出不同型号的手机。