虾米手机音乐客户端的市场开发策划案.pdfVIP

摘 要 市场营销（Marketing ）又称为市场学、市场行销或行销学。 简称 “营销 ”，台湾常称作 “行销 ”；是指个人或集体通过交易其 创造的产品或价值。它包含两种含义，一种是动词理解，指企业 的具体活动或行为，这时称之为市场营销或市场经营。而音乐， 作为一种没有沟通障碍的世界语言，就被用来作为一种传播介质 迅速融入到了市场营销策划之中，将营销与音乐相结合，促进了 市场营销的发展，同时将市场营销中元素带到音乐中也能完成音 乐的突破。 虾米音乐于 2006 年年底开始公测上线至今，凭借着庞大的曲 库数目以及强有力的社区互动等一系列因素而受到广大音乐爱好 者的热捧。本文就是从虾米音乐产品背景入手，全方位的了解虾 米音乐面对的情况，以此明确虾米音乐产品定位，进而制定营销 计划。 【关键词】市场分析 营销策划 虾米音乐 Abstract Marketing is also known as marketing, marketing or marketing. For short, marketing is often referred to as marketing in Taiwan. It refers to products or values created by individuals or collectives through transactions. It contains two meanings. One is verb understanding, which refers to the specific activities or behaviors of enterprises. This is called marketing or market operation. These forms were an important part of current marketing. As a kind of no communication disorders in world language, music was a basics propagation medium which was quickly integrated into marketing planning. The combination of marketing and music promoted the development of marketing, and marketing elements into the music can also complete music breakthrough. Xiami music was launched at the end of 2006, by a series of factors such as the huge number of curved libraries and strong community interaction, it is popular with the vast majority of music lovers. This paper, starting with the background of xiami music products, understands the situation of xiami music in a comprehensive way, so as to make clear the positioning of the xiami music products, and then make a marketing plan. 【Key words 】market analysis; marketing planning; Xiami music 目录 1 引言1 1.1 研究背景和意义 1 1.2 文献回顾 1 1.2.1 国