手机产品促销组合策略及应用研究.docVIP

毕业设计（论文） 题目： 手机产品促销组合策略及应用研究 学生姓名： 学 号： 班 级: 专 业： 指导教师： 2014 年6月  手机产品促销组合策略以及应用研究 摘要 在手机行业竞争激烈的时期，企业在促销上的投资越来越大，但促销带来的刺激作用却越来越弱化，往往不能达到预期的促销效果，而一旦促销活动停止，销售又马上回落。并且部分促销活动对销量产生直接刺激的同时又带来了负面的影响， “不促不销成为企业头痛的癌症。 THE PROMOTION MIX AND APPLIED RESEARCH OF MOBILE PHONE ABSTRACT At the period of high competitive in mobile phone industry, the company spends more and more invest on promotion but with the less and less effects, they can not achieve the desired promotion target. When the company stops the promotion activities the sale will drop immediately. And part of promotion activities brings a negative impact when it has a direct stimulation of sale. “no promotion no sales” has become the company’s headache “cancer”. In this paper, firstly research the mobile phone’s promotional situation in competitive environment, and simply analysis the four main promotion problems’ causes. There are unclear promotion target or purely pursue the expansion of sales, can not make sure about products’ factors especially the product life cycle, can not make sure market conditions especially the preparatory stage of the buyer and unclear promotion budget. And then provide definite measures to the different questions, what kind of promotion mix would select at different time. At last list Konka’s cases about the promotion mix, suggest different solutions to the different questions, and hope the suggestions will be helpful for other companies. Key words: mobile phone product; promotion mix; strategies and applications  目录 1 绪论……………………………………………………………………………1 1.1 研究背景与意义………………………………………………………… 1 1.2 研究内容与方法………………………………………………………… 2 2 文献综述………………………………………………………………………3 3 手机市场促销的现状、问题及原因…………………………………………6 3.1 手机市场促销现状……………………………………………………… 6 3.2 手机市场促销的问题及原因…………………………………………… 6 4 手机产品促销组合策略对策分析……………………………………………10 4.1 明确促销目标做到心中有数…………………………………………… 10 4.2 明确产品性质和所处的市场生命周期阶段…………………………… 11 4.3 明确市场条件随机应变……………………………