电子阅读器的营销策略研究毕业论文.docVIP

毕业论文 （2011届） 电子阅读器的营销策略研究 摘 要 近年来，电子阅读器开始不断走红，尤其是由亚马逊公司推出的Kindle电子阅读器。电子阅读器虽然并不是一个新生产物，但近年来的发展速度无不令人诧异，甚至有部分学者认为，随着电子阅读器的普及，21世纪的我们，俨然步入了电子阅读的时代。 随着亚马逊、索尼等巨头在电子阅读器的巨大成功，国内众多IT厂商开始注意电子阅读器这一新兴产品。2010年，像盛大、汉王、方正等优秀的本土企业如同雨后春笋般不断涉足电子阅读市场，在风起云涌的电子阅读市场，自主品牌阅读器该如何发展？ 本文主要从六大块进行研究。第一块主要介绍此次选题背景和意义。第二块主要对国内外电子阅读器市场进行分析，对市场需求进行分析，结合市场需求从而对主流电子阅读器企业产业运营模式。第三块从欣博阅电子阅读市场营销现状分析。第四块对欣博阅电子阅读器市场进行SOWT分析。第五块以欣博阅电子阅读器的营销现状为基础为欣博阅总结出新的营销策略。第六块进行总结。 关键词：电子阅读器；市场环境；SWOT分析；消费者学习；营销策略 Abstract In recent years, electronic reader start dropping by Amazon, especially popular Kindle electronic reader out. Even the electronic reader is not the new product, but the development speed let everyone feel surprised. Even some scholars think that the 21st is the era of electronic reading with the develop of electronic. With the success of Amazon and Sony in the electronic reader, more and more company began to notice the electronic in China, like Snda Founder and Hanvon. In the market of electronic reader. How to choice the way to theletronic reader by the Chinese Company. This article mainly studied from six parts. The first part is the introduction of the topic background and significance. The second part is the analysis of the market in electronic reader. Thereby analysis to the mode of the representative company. The third part is analysis of the Sibrary’s marketing situation. In the fourth part, we make a SWOT analysis to Sibrary’s market environment. The fifth part is based on the Sibrary’s marketing situation, the author make the new marketing strategy to Sibrary. At last, the author make the summarize to full-text Keywords: Electronic reader; Market environment; The SWOT analysis; Consumer study; Marketing strategy 目 录 1 选题背景和意义 1 1.1 选题背景 1 1.2 选题意义 1 2电子阅读器市场分析 2 2.1 电子阅读器的发展现状 2 2.2 电子阅读器的市场需求分析 2 2.3 主流企业产业运营模式分析 3 2.3.1 Kindle的“终端与内容相结合”模式 3 2.3.2 汉王的“补贴”模式 4 2.3.3 电信运营商的“合作定制”模式 4 3 欣博阅电子阅读器营销现状分析 6 3.1 欣博阅简介及产品概况 6 3.2 欣博阅营销现状与问题 7 3.2.1欣博阅营销现状 7 3.2.2欣博阅营销问题 8 3.3 欣博阅市场竞争对手分析 9 3