学位论文__无线营销策略研究以a公司为例.docVIP

无线营销策略研究-以A公司为例 摘 要 本文研究的意义在于应用市场营销理论对无线营销这一新兴市场进行市场细分和产品定位分析；本文首先分析了我国无线营销市场的理论和实践发展状况和A公司作为一家无线营销服务商存在的问题。接着运用问卷调查的方法分析了品牌客户对于无线营销的需求，得出最受重视的无线营销服务特性分别是精准定向、功能全面、高度创新、优质服务、用户行为分析、低价和媒体覆盖广泛。并根据利益细分的原理，概括出市场领先型、追求完美型、跟进尝试型和保守谨慎型等4个无线营销市场上的细分利益群体。通过吸引力分析得出A公司应该选择市场领先型和追求完美型两个细分市场的结论。最后，本文针对A公司存在的问题，提出提高产品集成度和广告精准定向能力，推出用户行为分析服务以及加强销售力量的解决方案。本文的研究结果可以帮助A公司明确自己的细分市场，并针对该细分市场制定更加准确的营销和研发战略，对于公司争取优势的市场竞争地位具有现实意义。 关键词：无线营销；市场细分；市场定位；用户偏好  Abstract This thesis analyzed the segmentation and positioning in the mobile marketing market by leveraging marketing theory. It analyzed the current development in both practice and theory of mobile marketing in China, and the existing problems in Company A as a mobile marketing service provider. Then the thesis analyzed the brands requirement in mobile marketing through survey. The finding is that the most recognized features are accurate targeting, full-function, creativity, service, customer behavior analysis, price and wide media coverage. Then it worked out 4 segment group based on interests: market leader, perfect oriented, tries and conservative. And Company A should target in the first 2 segments. The thesis suggested that Company A should position its product as accurate targeting, first-class service, full functions and high creativity. Lastly the thesis proposed the solutions to the problems including improving products integration and accurate targeting capability, launching customer behavior analysis service and strengthening sales force. The result is helpful for Company A to find the target segment market and make more accurate marketing strategy and RD strategy. It has the practical meaning for Company A to pursue a better competitive position in the mobile marketing service market. Keywords: Mobile Marketing; Marketing Segmentation; Positioning; User Preference  目 录 摘 要 I Abstract II 一、绪论 1 （一）研究背景 1 （二）研究意义 4 （三）国内外无线营销研究现状 4 1、国内无线营销研究现状 4 2、国外无线营销研究现状 7 （四）研究内容及方法 8 二、无线营销理论概述 10 （一）无线营销定义 10 （二）无线营销本质