市场营销读书郎学习产品辽宁市场营销策略研究-学位论文.doc

沈阳理工大学学士学位论文 PAGE  PAGE 40 摘 要 中国教育电子行业是改革开放后发展起来的新兴企业，经过20多年的发展，不断走向成熟，且前景广阔，吸引许多企业加入此行业，产品形态的硬件从电子词典、学习机、点读机、点读笔、学生电脑到现在的智能平板学生电脑，软件内容除了各大版权词典完整内置、各类教科书内置、还有名校名师视频等等。消费者也覆盖着从0岁到18岁的各类学生。 作为行业领先品牌的读书郎公司从各方面进行不断调整，以满足市场需求。逐渐全国化，也迈进辽宁省这个人口大省。可是不同的地域都有其地域特色，因此读书郎公司在这里面临着巨大的挑战，同时也是巨大的商机。如何能在竞争激烈的辽宁市场中脱颖而出？是我们作为营销人应当思考的问题。 本文基于市场营销相关理论，通过SWOT分析法研究读书郎公司的现有的市场策略，对读书郎在辽宁市场中所处的现状进行剖析，从营销层面上研究读书郎学习机在辽宁市场营销策略存在的问题以及优化改进方案，从长远发展的角度上解决了读书郎公司在辽宁市场上目标市场不明确，以及由于代理商难以管理引起的价格问题。 本人尝试将营销理论的知识实际应用到具体的市场实践中，为读书郎公司对辽宁省的战略提供借鉴。 关键词：营销策略；读书郎；学习机 Abstract Chinese electronic industry, which develops after the reform and openness , is a new industry. After more than 20 years of development, it becomes more and more mature, and has a good prospect which attracting many companies entering the industry. Its hardware of product form is from learning machine, reading machine, point reading machine, point reading pen, student computer to present smart tablet PC. Software content includes the major copyright complete dictionary built-in, all kinds of textbooks built-in, and famous teachers videos, and so on. Consumers are covered from age 0 to 18 year old students. As the industrys leading brands, the readboy company is continuously adjusted to meet market demand from various aspects. It becomes more and more progressive national, and stepping into Liaoning province. But different areas have their regional characteristics, therefore, the readboy company faces not only significant challenges, but also enormous opportunities. How to stand out in the highly competitive market of Liaoning? It is the issue our marketing people should concentrate on. This article is based on the related marketing theory. Through SWOT analysis law ,it studies market policy of the readboy company, analysis on the status of the readboy in Liaoning market, researches on the marketing level of the readboy machine in Liaoning market and improves programme of marketing policy. gives a solution to the price prob