《森松尼键鼠网上推广策略研究》.docVIP

摘 要 网络作为21世纪的新媒体，当中蕴含着许多机遇与挑战。其便利、广泛、丰富等特点使其逐渐成为人们日常生活中不可或缺的一部分。网络购物在近年来发展迅猛，便利、经济、快捷等因素使其成为老百姓消费的一个新的趋势。随着网民数量的快速增长，网购市场的容量也不断增大，庞大的销售额也使得各企业不得不对网购市场作出重新审视。 本文从多个方面阐述了网络以及网购市场的前景，认为其对中小企业和新兴品牌来说是一个非常大的机遇。因此本文通过对键鼠市场的分析以及森松尼品牌自身的分析，结合网络市场的特征，为森松尼品牌制定了一套网上推广策略。策略内容涵括渠道建立、渠道维护、广告宣传、客户维系等各个方面。通过策略的实施，森松尼能避免与一线品牌的直接冲突，避开对方强大的广告攻势，以较少的投入获得品牌知名度与产品能见度的提高，从而做到出奇制胜。 关键词：键鼠，品牌知名度，网络，推广 注：本设计（论文）题目来源于自选课题 Abstract Network as a 21st century new media, which contains a number of opportunities and challenges. Its convenience, broad, rich and so it has become an indispensable part of daily life. Rapid growth in recent years, online shopping, convenience, economy, fast consumption of other factors making it the people a new trend. With the rapid growth of Internet users, online shopping markets capacity is also increasing, makes a huge sales network of enterprises have to buy the market to re-examine. This article described various aspects of the network and the online shopping market in the future, that its small and medium enterprises and emerging brands is a very big opportunity. This article on mouse key market analysis and Sunsonny brand of its own, combining the characteristics of the network market, as Sen Songni brand has developed a web promotion strategy. Policy content includes an overview of channel establishment, channel maintenance, advertising, customer retention and other aspects. Through the implementation of the strategy, Sunsonny to avoid direct conflict with the first-line brand, to avoid each other strong advertising campaign, with less inputs and products were brand visibility, thereby to achieve surprise move. Key words: keyboardmouse , brand awareness , network , promotion 目 录 1绪论 1 1.1研究背景 1 1.2研究目的 1 1.3研究价值 1 2企业外部市场分析 2 2.1宏观环境分析 2 2.1.1国内生产总值 2 2.1.2社会消费品零售总额 2 2.1.3居民收入 3 2.2行业环境分析 4 2.2.1国内键鼠行业的前景分析 4 2.2.2国内键鼠行业的发展趋势分析 5 2.3竞争对手分析 9 2.3.1国内键鼠市场主要品牌的市场份额 9 2.4 新兴网购市场的潜力与机遇分析 17 2.4.1网络购物市场的前景分析 17 2.4.2网络购物市场的特征分析