题目浅析魅族科技有限公司的营销策略摘要随着手机市场竞争的日益激烈，国产手机厂商的处境越来越紧迫，不过在其发展的过程中仍然存在着大的机遇。不论是国产手机厂商还是外国厂商所要面对的都是最终的消费者。厂商只有深刻理解消费者行为模式，尤其是购买行为整个过程才能够通过有效市场定位与营销组合来影响消费者购买决策，提供给消费者更多的感知价值，进而在激烈的竞争中处于有利的位置。本文主要对魅族手机的营销策略进行研究，从现状到面临问题，再到对其营销策略的建议，希望本文的研究对我国国产手机的发展有一定的借鉴意义。关键词：魅族；营销策略；问题AbstractWiththemobilephonemarketcompetitionisincreasinglyintense，manufacturerofhomebredmobilephonesituationmoreandmoreresearch，butinthecourseofitsdevelopmenttherearestillbigopportunity.Regardlessofmanufacturerofhomebredmobilephoneorforeignmanufacturershavetofaceistheultimateconsumer.Manufacturersonlydeepunderstandingofconsumerbehavioralmodel，especiallythepurchasebehavioroftheentireprocess，onlythroughtheeffectivemarketpositioningandmarketingmixtoinfluenceconsumerbuyingdecisions，toprovideconsumerswithmoreperceivedvalue，andinthefiercecompetitioninanadvantageousposition.ThispaperonChina'sdomesticmobilephonebrandmarketingstrategyresearch，fromthecurrentsituation，theproblems，andthentothemarketingstrategyrecommendations，hopethispaperonChina'sdomesticmobilephonedevelopmenthascertainreferencesignificance.Keyword：Homebredmobilephone；Marketingstrategy；Problem目录1引言......................................................11.1选题目的与意义..........................................11.2主要内容及思路..........................................12魅族科技有限公司的发展现状、问题及对策...................12.1魅族科技有限公司的发展现状..............................12.2魅族科技有限公司的发展中存在的问题......................22.2.1品牌意识不强..........................................22.2.2渠道问题..............................................22.2.3产品质量..............................................32.3魅族科技有限公司的发展对策..............................32.3.1增强品牌意识..........................................32.3.2渠道策略..............................................42.3.3严格把关产品质量......................................53分析研究魅族科技有限公司的营销案例.......................53.1魅族科技有限公司的M8系列...............................53.1.1魅族M8的用户关注走势.................................53.1.2论坛营销聚集人气培养M8忠诚用户.......................63.2魅族科技有限公司的M9系列...............................73.2.1时间因素..............................................73.2.2硬件因素..............................................73.2.3系统因素..............................................83.2.4价格因素..............................................83.2.5用户因素..............................................83.2.6运营商因素............................................93.3魅族手机产品营销成功案例的分析..........................93.3.1产品发布前的绝对保密..................................93.3.2充分利用网络的力量...................................103.3.3老大的神秘感.........................................104魅族营销策略的成功对于国内民营企业的参考意义............104.1魅族企业战略...........................................104.2产品策略...............................................114.3价格策略...............................................114.4促销策略.........
