浅谈魅族品牌营销方面存在的问题及对策.docVIP

PAGE 18 PAGE 1 摘 要 本文通过品牌营销的角度去研究魅族企业在这一方面所存在的问题，并且分析魅族由优势变成劣势的原因，再制定可行的优化对策。借此尝试为魅族企业的品牌发展提供帮助。 本文通过对比的研究手法，通过研究魅族品牌与其它手机品牌的品牌现状来找出魅族与其它手机品牌的品牌差异，分析魅族手机所存在的优势和劣势。 经过研究分析后发现，魅族没有延续转型成功的势头慢慢走下坡路的原因是因为在智能手机市场蓬勃发展的时期，没有把握好时机，与市场背道而驰，制定了不恰当的品牌营销战略。以及对自身品牌没有准确的定位，品牌定位的模糊使得魅族逐渐失去自己原有的市场。 为了魅族能够重回以往辉煌的历史，本文分别通过制定品牌的有效宣传方案、将品牌的定位定在高端市场、构建“小屏旗舰”品牌策略和在如何利用5G时代做好品牌营销等方面去解决魅族目前所面临的品牌营销问题，让魅族重新收获市场对它的认可。 关键词：品牌营销 魅族手机 品牌 Abstract From the perspective of brand marketing, this paper studies the problems of Meizu enterprises in this respect, analyzes the reasons why Meizu enterprises have changed from advantages to disadvantages, and then makes feasible optimization countermeasures. Take this opportunity to try to provide help for the brand development of Meizu enterprises. In this paper, through comparative research methods, through the study of Meizu brand and other mobile phone brand status to find out the brand differences between Meizu and other mobile phone brands, and analyze the advantages and disadvantages of Meizu mobile phone. After research and analysis, it is found that the reason why Meizu didnt continue the momentum of successful transformation and go downhill slowly is that in the period of vigorous development of smart phone market, it didnt grasp the opportunity to run counter to the market and formulated an inappropriate brand marketing strategy. As well as the lack of accurate positioning of its own brand, the fuzzy brand positioning makes Meizu gradually lose its original market. In order to return to the past glorious history of Meizu, the author solves the brand marketing problems faced by Meizu by making effective brand promotion plan, positioning the brand in the high-end market, building small screen flagship brand strategy and how to make good use of brand marketing in 5g era, so that Meizu can regain the recognition of the market. Key words: Brand marketing Meizu mobile phone Brand 目 录 TOC \o 1-3 \h \z \u 一、研究背景和意义 1 （一）研究背景 1 （二）研