目录一、背景分析..................................................................................................................................21.1移动聊天分析.....................................................................................................................21.1.1产品需求分析..........................................................................................................21.1.2目标客户分析..........................................................................................................21.1.3市场背景分析..........................................................................................................41.2竞争产品（传播，营销策略）分析.................................................................................51.2.1娱音在线..................................................................................................................51.2.2短信聊天..................................................................................................................51.2.3小灵通聊天..............................................................................................................61.2.4声讯台......................................................................................................................61.2.5网络聊天室及QQ...................................................................................................6二、移动聊天功能介绍..................................................................................................................72.1系统功能描述....................................................................................................................72.2系统IVR流程....................................................................................................................7三、移动聊天品牌形象定位...........................................................................................................93.1目标....................................................................................................................................93.2形象定位.............................................................................................................................93.2.1产品特点..................................................................................................................93.2.2目标用户消费心理................................................................................................103.2.3品牌形象定位........................................................................................................12四、产品营销策略........................................................................................................................124.1营销手段..........................................................................................................................124.1.1运用多销售政策策略............................................................................................124.1.2迅速建立产品形象，树立影响............................................................................134.2传播目标...........................................................................................................................144.3传播策略................................................................................................................
