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陕西能源职业技术学院经管系论文模板.doc

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陕西能源职业技术学院经管系论文模板

摘要：在激烈的手机市场竞争中，各品牌手机要处于不败之地，那就必须与时俱进，不断推陈出新。步步高手机公司通过对步步高手机市场的现状以及发展前景进行了分析，并深入了解步步高音乐智能手机的市场定位，分析消费者行为和营销策略，同时推出了一款新手机s9。这款手机主要是针对女性市场来研究的。步步高手机公司打算在衡阳市场推出新款手机，本文就是通过市场调研、报告分析、新品上市、公关活动、广告、促销等七个方案来打开衡阳市场。关键词：市场调研新品上市公关活动广告策划促销活动目录前言 1步步高音乐智能手机衡阳市场调研方案··································4 1.1调研背景······················································4 1.2调研目的······················································4 1.3调研对象…····················································4 1.4调研内容······················································4 1.5调研项目·····················································5 1.6调研经费·····················································5 1.7调研组织及人员···············································5 1.8时间安排······················································6 2 步步高音乐智能手机调研报告·········································6 2.1步步高手机使用情况调查背景···································6 2.2调查目的······················································6 2.3调查方式及调查计划安排·······································6 2.4调查内容与结果分析············································7 2.5结论、建议与前景··············································11 3步步高音乐智能手机s9新品上市·······································12 3.1市场分析·····················································12 3.1.1宏观环境···················································12 3.1.2微观环境··················································12 3.1.3行业竞争···················································12 3.2新品分析·····················································12 3.3新品SWOT·····················································12 3.4产品定位·····················································13 3.5推广目标·····················································14 3.6推广策略·····················································14 3.7经费预算·····················································15 3.8效果预估·····················································15 4步步高音乐智能手机s9的公关活动策划·································15 4.1宏观环境分析·····································