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- 约8.03千字
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- 2017-11-26 发布于江西
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魅族的差异化战略分析
《企业战略管理》
魅族的差异化战略分析
班级：农林经济管理081
姓名：卢君立
学号：200810914121
目 录
导言 ···························································· 1
1 差异化战略 ··················································· 1
1.1 目标市场 ··················································· 1
1.1.1 目标市场 ················································· 2
1.1.2 细分市场 ················································· 2
1.1.3 消费品市场细分标准 ······································· 2
1.1.3.1 按地理因素细分 ········································· 2
1.1.3.2 按人口统计细分 ········································· 2
1.1.3.3 按心理因素细分 ········································· 2
1.1.3.4 按行为因素细分 ········································· 2
1.2 实行差异化战略的途径 ······································· 2
1.2.1 产品差异化 ··············································· 2
1.2.2 品牌形象差异化 ··········································· 3
1.2.3 营销差异化 ··············································· 3
1.2.4 服务差异化 ··············································· 3
2 魅族的差异化战略 ············································· 3
2.1 回顾魅族的目标市场 ········································· 3
2.2 魅族差异化战略的运用 ······································· 4
2.2.1 产品差异化 ··············································· 4
2.2.1.1 顶级的硬件 ············································· 4
2.2.1.2 强大的音乐和视频播放能力 ······························· 4
2.2.2 品牌形象差异化 ··········································· 4
2.2.2.1 设连锁立专卖店 ········································· 4
2.2.2.2 产品精益求精 ··········································· 5
2.2.3 营销差异化 ··············································· 5
2.2.4 服务差异化 ··············································· 5
2.2.4.1 产品的售前和售后服务 ··································· 5
2.2.4.2 固件的更新服务 ········································· 6
2.2.4.3 论坛的交流和活动服务 ··································· 6
3 魅族存在的问题和建议 ········································· 7
3.1 魅族存在的问题 ·······················
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