無(wú)線(xiàn)營(yíng)銷(xiāo)策略研究以a公司為例本科論文

1、無(wú)線(xiàn)營(yíng)銷(xiāo)策略研究以A公司為例I無(wú)線(xiàn)營(yíng)銷(xiāo)策略研究無(wú)線(xiàn)營(yíng)銷(xiāo)策略研究以A公司為例公司為例摘要本文研究的意義在于應(yīng)用市場(chǎng)營(yíng)銷(xiāo)理論對(duì)無(wú)線(xiàn)營(yíng)銷(xiāo)這一新興市場(chǎng)進(jìn)行市場(chǎng)細(xì)分和產(chǎn)品定位分析；本文首先分析了我國(guó)無(wú)線(xiàn)營(yíng)銷(xiāo)市場(chǎng)的理論和實(shí)踐發(fā)展?fàn)顩r和A公司作為一家無(wú)線(xiàn)營(yíng)銷(xiāo)服務(wù)商存在的問(wèn)題。接著運(yùn)用問(wèn)卷調(diào)查的方法分析了品牌客戶(hù)對(duì)于無(wú)線(xiàn)營(yíng)銷(xiāo)的需求，得出最受重視的無(wú)線(xiàn)營(yíng)銷(xiāo)服務(wù)特性分別是精準(zhǔn)定向、功能全面、高度創(chuàng)新、優(yōu)質(zhì)服務(wù)、用戶(hù)行為分析、低價(jià)和媒體覆蓋廣泛。并根據(jù)利益細(xì)

2、分的原理，概括出市場(chǎng)領(lǐng)先型、追求完美型、跟進(jìn)嘗試型和保守謹(jǐn)慎型等4個(gè)無(wú)線(xiàn)營(yíng)銷(xiāo)市場(chǎng)上的細(xì)分利益群體。通過(guò)吸引力分析得出A公司應(yīng)該選擇市場(chǎng)領(lǐng)先型和追求完美型兩個(gè)細(xì)分市場(chǎng)的結(jié)論。最后，本文針對(duì)A公司存在的問(wèn)題，提出提高產(chǎn)品集成度和廣告精準(zhǔn)定向能力，推出用戶(hù)行為分析服務(wù)以及加強(qiáng)銷(xiāo)售力量的解決方案。本文的研究結(jié)果可以幫助A公司明確自己的細(xì)分市場(chǎng)，并針對(duì)該細(xì)分市場(chǎng)制定更加準(zhǔn)確的營(yíng)銷(xiāo)和研發(fā)戰(zhàn)略，對(duì)于公司爭(zhēng)取優(yōu)勢(shì)的市場(chǎng)競(jìng)爭(zhēng)地位具有現(xiàn)實(shí)意義。關(guān)鍵詞關(guān)鍵詞

3、：無(wú)線(xiàn)營(yíng)銷(xiāo)；市場(chǎng)細(xì)分；市場(chǎng)定位；用戶(hù)偏好無(wú)線(xiàn)營(yíng)銷(xiāo)策略研究以A公司為例III目錄摘要........................................................................................................IAbstract..................................................................

4、..................................II一、緒論一、緒論....................................................................................................1（一）研究背景....................................................................

5、................................1（二）研究意義....................................................................................................4（三）國(guó)內(nèi)外無(wú)線(xiàn)營(yíng)銷(xiāo)研究現(xiàn)狀.................................................................

6、.......41、國(guó)內(nèi)無(wú)線(xiàn)營(yíng)銷(xiāo)研究現(xiàn)狀..........................................................................42、國(guó)外無(wú)線(xiàn)營(yíng)銷(xiāo)研究現(xiàn)狀..........................................................................7（四）研究?jī)?nèi)容及方法............................

7、............................................................8二、無(wú)線(xiàn)營(yíng)銷(xiāo)理論概述二、無(wú)線(xiàn)營(yíng)銷(xiāo)理論概述..........................................................................10（一）無(wú)線(xiàn)營(yíng)銷(xiāo)定義......................................................

8、....................................10（二）無(wú)線(xiàn)營(yíng)銷(xiāo)本質(zhì)..........................................................................................10（三）無(wú)線(xiàn)營(yíng)銷(xiāo)業(yè)務(wù)特征及業(yè)務(wù)分類(lèi)..............................................................101

9、、無(wú)線(xiàn)營(yíng)銷(xiāo)業(yè)務(wù)特征................................................................................102、無(wú)線(xiàn)營(yíng)銷(xiāo)業(yè)務(wù)分類(lèi)................................................................................12（四）無(wú)線(xiàn)營(yíng)銷(xiāo)與相關(guān)概念區(qū)分.......................

10、...............................................131、無(wú)線(xiàn)營(yíng)銷(xiāo)與傳統(tǒng)營(yíng)銷(xiāo)............................................................................132、無(wú)線(xiàn)營(yíng)銷(xiāo)與無(wú)線(xiàn)廣告.......................................................................

11、.....13（五）無(wú)線(xiàn)營(yíng)銷(xiāo)業(yè)務(wù)SWOT分析....................................................................141、優(yōu)勢(shì)（Strengths）.................................................................................142、劣勢(shì)（Weaknesses）..............

12、..............................................................153、機(jī)會(huì)（Opptunities）..........................................................................154、威脅（Threats）..................................................

13、..................................15三、三、A公司無(wú)線(xiàn)營(yíng)銷(xiāo)問(wèn)題現(xiàn)狀和剖析公司無(wú)線(xiàn)營(yíng)銷(xiāo)問(wèn)題現(xiàn)狀和剖析..................................................17（一）無(wú)線(xiàn)營(yíng)銷(xiāo)行業(yè)背景..................................................................................171、中國(guó)無(wú)線(xiàn)