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1、太原科技大學(xué)經(jīng)濟(jì)與管理學(xué)院畢業(yè)論文魅族手機(jī)營(yíng)銷(xiāo)策略分析專(zhuān)業(yè)名稱(chēng):市場(chǎng)營(yíng)銷(xiāo)班級(jí):111601學(xué)生姓名:李嘉超學(xué)號(hào):201116060114指導(dǎo)教師:徐林祥二零一五年六月太原科技大學(xué)經(jīng)濟(jì)與管理學(xué)院摘要今天的市場(chǎng)是一個(gè)信息全球化和經(jīng)濟(jì)全球化的市場(chǎng)。面對(duì)寬帶無(wú)線(xiàn)接入技術(shù)和移動(dòng)終端技術(shù)的飛速發(fā)展,智能手機(jī)市場(chǎng)面臨著嚴(yán)峻的競(jìng)爭(zhēng)形勢(shì)以及電子設(shè)備越來(lái)越快的更新速度。在國(guó)內(nèi)手機(jī)市場(chǎng)接近飽和的情況下,作為一個(gè)新興的智能手機(jī)品牌,如何才能在手機(jī)市場(chǎng)的大環(huán)境下占據(jù)一席之地,爭(zhēng)取到更多的用戶(hù),擴(kuò)大市場(chǎng)份額,是魅族公司迫在眉睫需要解決的難
2、題。在眾多國(guó)內(nèi)外知名品牌手機(jī)和市場(chǎng)經(jīng)濟(jì)的競(jìng)爭(zhēng)中,魅族手機(jī)應(yīng)該如何應(yīng)用發(fā)揮自己的營(yíng)銷(xiāo)手段,才能提高自己的品牌知名度?因此,本文對(duì)國(guó)產(chǎn)新興手機(jī)品牌代表的魅族公司進(jìn)行了研究,主要從近幾年魅族公司的發(fā)展?fàn)顩r出發(fā),以智能手機(jī)市場(chǎng)的最新情況作為出發(fā)點(diǎn),對(duì)魅族手機(jī)進(jìn)行SWOT分析、STP分析、營(yíng)銷(xiāo)策略分析,并從中發(fā)現(xiàn)一些不足之處,提出了改進(jìn)意見(jiàn)。關(guān)鍵詞:營(yíng)銷(xiāo)策略;智能手機(jī);魅族太原科技大學(xué)經(jīng)濟(jì)與管理學(xué)院AbstractToday'smarketisamarketforinformationglobalizationandec
3、onomicglobalization..Inthefaceoftherapiddevelopmentofbroadbandwirelessaccesstechnologyandmobileterminaltechnology,thesmartphonemarketisfacingseverecompetitionandtheelectronicequipmentisgettingfasterandfaster..Inthedomesticmobilephonemarketclosetosaturation,a
4、sanewintelligentmobilephonebrand,howtotointhemobilephonemarketenvironmentoccupyaplace,towinmoreusers,expandmarketshare,Meizucompanyurgentneedtosolvetheproblem.Inmanydomesticandforeignwell-knownbrandmobilephoneandthemarketeconomycompetition,theMeizuhandsetsho
5、uldhowthehandsetshouldusetheplayownmarketingtool,canenhanceownbrandfame?Therefore,thisarticleondomesticbrandnewmobilephoneonbehalfofMeizucompanywerestudiedmainlyembarksfromtheMeizucompanyinrecentyears,thedevelopmentof,tothelatestsmartphonemarketasastartingpo
6、int,MeizuphoneofSWOTanalysis,STPanalysis,marketingstrategyanalysis,andfromfoundsomedeficienciesandimprovementsuggestionsareproposed.Keywords:marketingstrategy;smartphone;meizu太原科技大學(xué)經(jīng)濟(jì)與管理學(xué)院目錄1魅族公司簡(jiǎn)介………………………………………………………………012營(yíng)銷(xiāo)環(huán)境分析………………………………………………………………………0
7、12.1宏觀環(huán)境分析……………………………………………………………………022.2微觀環(huán)境分析……………………………………………………………………023魅族手機(jī)市場(chǎng)調(diào)查分析……………………………………………………………033.1調(diào)查者年齡段分析………………………………………………………………033.2在本地手機(jī)市場(chǎng)占有率調(diào)查結(jié)果分析…………………………………………033.3手機(jī)購(gòu)買(mǎi)渠道調(diào)查分析…………………………………………………………043.4手機(jī)質(zhì)量與售后服務(wù)滿(mǎn)意度分析………………………………………………0
8、54魅族手機(jī)SWOT分析…………………………………………………………………054.1優(yōu)勢(shì)分析(Strength)…………………………………………………………054.2劣勢(shì)分析(Weakness)……………………………………………………………064.3機(jī)會(huì)分析(Opportunity)………………………………………………………064.4威脅分析(Threats)…………………………………