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AbstractMarketingisalsoknownasmarketing,marketingormarketing.Forshort,"marketing"isoftenreferredtoas"marketing"inTaiwan.Itreferstoproductsorvaluescreatedbyindividualsorcollectivesthroughtransactions.Itcontainstwomeanings.Oneisverbunderstanding,whichreferstothespecificactivitiesorbehaviorsofenterprises.Thisiscalledmarketingormarketoperation.Theseformswereanimportantpartofcurrentmarketing.Asakindofnocommunicationdisordersinworldlanguage,musicwasabasicspropagationmediumwhichwasquicklyintegratedintomarketingplanning.Thecombinationofmarketingandmusicpromotedthedevelopmentofmarketing,andmarketingelementsintothemusiccanalsocompletemusicbreakthrough.Xiamimusicwaslaunchedattheendof2006,byaseriesoffactorssuchasthehugenumberofcurvedlibrariesandstrongcommunityinteraction,itispopularwiththevastmajorityofmusiclovers.Thispaper,startingwiththebackgroundofxiamimusicproducts,understandsthesituationofxiamimusicinacomprehensiveway,soastomakeclearthepositioningofthexiamimusicproducts,andthenmakeamarketingplan.【Keywords】marketanalysis;marketingplanning;Xiamimusic目录1引言..........................................11.1研究背景和意义.......................................11.2文献回顾.............................................11.2.1国内外文献综述...................................11.3论文研究思路与方法...................................21.4论文基本框架.........................................22营销市场分析............................42.1市场分析.............................................42.1.1PEST分析.......................................41政治分析：....................................................42经济分析......................................................43社会文化分析..................................................54技术环境分析..................................................62.1.2手机音乐市场分析...............................62.1.3手机音乐用户行为分析.............................92.2微观市场分析.......................................112.2.1手机音乐APP市场分析.............................112.2.2虾米音乐竞争对手分析（以网易云音乐为对象）.......123虾米音乐产品分析...........................................................153.1虾米音乐STOW分析.......................................153.2产品发展周期分析.......................................164营销战略分析..........................................................................164.1战略目标...............................................164.2营销原则...............................................175虾米营销策划方案-----------------------------186结论.........................................20致谢.........................................211引言1.1研究背景和意义现如今随着网络科...
