智能手机的消费分析与营销策略.docxVIP

智能手机的消费分析与营销策略

目录

1.内容综述................................................3

1.1研究背景.............................................3

1.2研究目的与意义.......................................4

2.智能手机市场概述........................................5

2.1市场规模与增长趋势...................................7

2.2市场竞争格局.........................................8

2.3消费者行为分析.......................................9

3.智能手机消费分析.......................................10

3.1消费者需求分析......................................11

3.1.1功能需求........................................12

3.1.2性价比需求......................................13

3.1.3品牌需求........................................15

3.2消费者购买决策因素..................................16

3.2.1价格因素........................................17

3.2.2品牌因素........................................18

3.2.3产品性能因素....................................20

3.3消费者满意度评价....................................21

4.智能手机营销策略.......................................22

4.1产品策略............................................24

4.1.1产品定位........................................24

4.1.2产品线管理......................................25

4.1.3产品创新........................................27

4.2价格策略............................................28

4.2.1价格定位........................................30

4.2.2价格调整策略....................................31

4.2.3促销价格策略....................................32

4.3渠道策略............................................33

4.3.1渠道选择........................................35

4.3.2渠道管理........................................36

4.3.3渠道拓展........................................38

4.4促销策略............................................39

4.4.1广告宣传........................................40

4.4.2公关活动........................................41

4.4.3促销活动........................................43

4.4.4社交媒体营销....................................44

5.案例分析...........................