锤子手机营销策略分析.docxVIP

摘 要 锤子科技以智能手机为主，以打造一种完美的用户体验为宗旨，来提高消费者的生活质量。而如果想要了解和提升锤子手机，就必须从它的营销策略方面入手。因此，本文以锤子手机为研究对象，通过介绍锤子手机的发展现状和分析锤子手机的STP理论，运用市场营销知识和相关的一些营销组合理论，通过对锤子手机现有的营销策略现状的分析，与其竞争对手小米的对比，得出锤子手机营销策略中存在的问题，并且针对其问题提出一些建议。 关键词：锤子手机；营销策略 Abstract Hammer technology is given priority to with smartphones, to create a perfect user experience for the purpose, to improve the quality of life of consumers. And if you want to understand and improve the hammer mobile phone, must be from the aspects of its marketing strategy. Therefore, this article takes the hammer mobile phone as the research object, through the introduction of the development present situation and the analysis of the hammer mobile hammer mobile STP theory, the use of marketing knowledge and some related marketing mix theory, through the marketing strategy of the status quo analysis of the existing hammer mobile phone, millet contrast, with its main competitor to hammer the problems existing in the mobile marketing strategy, and puts forward some Suggestions for the Problems. Keywords：smartisan phone；marketing strategy 目 录 1 绪论............................................................1 1.1 研究的背景....................................................1 2 锤子手机简介....................................................1 2.1 锤子手机定义及其特点..........................................1 2.2 锤子手机的发展历程及其经营状况................................2 2.3 锤子手机的STP情况............................................2 3 锤子手机营销策略的现状..........................................4 3.1 锤子手机营销策略现状分析......................................4 3.2 锤子手机的SWOT分析...........................................7 4 锤子手机营销策略存在的问题......................................7 4.1 锤子商业模式..................................................7 4.2 锤子产品（以T2为例）.........................................8 4.3 锤子品牌......................................................9 5 锤子手机营销策略................................................9 5.1 锤子商业模式的调整...........................................10 5