魅族手机营销的策略的研究.docVIP

毕业论文 魅族手机营销策略分析 摘 要 今天的市场是一个信息全球化和经济全球化的市场。面对宽带无线接入技术和移动终端技术的飞速发展，智能手机市场面临着严峻的竞争形势以及电子设备越来越快的更新速度。在国内手机市场接近饱和的情况下，作为一个新兴的智能手机品牌，如何才能在手机市场的大环境下占据一席之地，争取到更多的用户，扩大市场份额，是魅族公司迫在眉睫需要解决的难题。在众多国内外知名品牌手机和市场经济的竞争中，魅族手机应该如何应用发挥自己的营销手段，才能提高自己的品牌知名度？因此，本文对国产新兴手机品牌代表的魅族公司进行了研究，主要从近几年魅族公司的发展状况出发，以智能手机市场的最新情况作为出发点，对魅族手机进行SWOT分析、STP分析、营销策略分析，并从中发现一些不足之处，提出了改进意见。 关键词： 营销策略；智能手机；魅族 Abstract Todays market is a market for information globalization and economic globalization.. In the face of the rapid development of broadband wireless access technology and mobile terminal technology, the smart phone market is facing severe competition and the electronic equipment is getting faster and faster.. In the domestic mobile phone market close to saturation, as a new intelligent mobile phone brand, how to to in the mobile phone market environment occupy a place, to win more users, expand market share, Meizu company urgent need to solve the problem. In many domestic and foreign well-known brand mobile phone and the market economy competition, the Meizu handset should how the handset should use the play own marketing tool, can enhance own brand fame? Therefore, this article on domestic brand new mobile phone on behalf of Meizu company were studied mainly embarks from the Meizu company in recent years, the development of, to the latest smartphone market as a starting point, Meizu phone of SWOT analysis, STP analysis, marketing strategy analysis, and from found some deficiencies and improvement suggestions are proposed. Keywords： marketing strategy; smartphone; meizu 目 录 1 魅族公司简介………………………………………………………………01 2 营销环境分析………………………………………………………………………01 2.1 宏观环境分析……………………………………………………………………02 2.2 微观环境分析……………………………………………………………………02 3 魅族手机市场调查分析……………………………………………………………03 3.1 调查者年龄段分析………………………………………………………………03 3.2 在本地手机市场占有率调查结果分析…………………………………………03 3.3 手机购买渠道调查分析…………………………………………………………04 3.4 手机质量与售后服务满意度分析………………………………………………05 4 魅族手机SWOT分析…………………………………………………………………05 4.1 优势分析（Strength)……………………………………