搜索
毕业论文Vivo手机营销模式分析学院：商学院专业：市场营销班别:市销1203班学生姓名:张文超学号:12111407093指导教师:周涛2016年6月山东理工大学本科毕业论文I摘要1999年，国产手机正式上路；2001年，国内品牌手机不断进步，直到2003年终于占领半边天；2004年，国产手机集体滑坡。期间，历经了两年长久酝酿期，三年时间飞速成长期，一年时间快速失落期。成长快，跌落也快，真是在这潮起潮落之间，让我看到了手机行业的一些规律。对于国产手机的企业来讲，如何在劣势中翻身，己经成为现在企业管理的关注核心，因为其转变包含了中国企业战略转型和营销创新的绝大部分内容，具有试金石和风向标的作用。本论文以vivo品牌手机为研究对象，以vivo公司为背景，并且以vivo手机的营销模式以及其相关方面为主要研究内容。论文的基本思路和逻辑结构为:在了解了企业所面临的外部环境和内部环境之后，以4P分析法作为主要工具，通过对vivo手机所具备的优势和目前的市场状况相对比，寻找导致差异的原因，从产品、价格、渠道、促销四个方面，对vivo手机的销售现状进行分析，通过对vivo手机营销模式现状的介绍与分析，对步步高手机存在的问题给予诊断，然后根据所学的知识与实践，提出切合实际的解决方案与策略。论文在整体结构上分析问题，通过vivo手机的宏观环境、竞争环境、企业内部组织环境进行分析，针对vivo现有的营销模式，讨论vivo现有营销模式的局限性，并进行分析和提出解决方案，力争在提高自我经营管理能力的基础上，使论文成为vivo手机发展中的一重要参考文献。关键词：Vivo手机；营销模式；传统营销模式；互联网时代；新O2O营销模式山东理工大学本科毕业论文IIAbstractIn1999,thedomesticmobilephoneofficiallyontheroad;in2001,domesticmobilephonesingingalltheway,until2003,occupyhalfofthecountry;2004,domesticmobilephonecollectivelandslide.Period,aftertwoyearsofgestation,threeyearsofrapidgrowthperiod,aperiodofrapidlossofayear.Itsriseisalsofast,itsfallisalsofast,itisinthisfluctuationbetween,perhapsmakeusseesomeofthecommonlawofthedevelopmentoftheindustry.Intermsofthenationalmobilephonecompanies,howtogrowinthevalleyhasbecomesthefocusofthemodernenterprisemanagement,becausethefluctuationchangealmostincludeallthecontentsofthestrategictransformationofChineseenterprisesandmarketinginnovation,withtouchstoneandawindvane.Thispapertakesthevivocompanyasthebackground,takesthevivomobilephoneastheresearchobject,themarketingmodeofthevivomobilephoneanditsrelatedaspectsasthemainresearchcontent.Thebasicideasandlogicalstructureis:intheunderstandingoftheinternalandexternalenvironmentofenterprisesarefacing,to4Panalysismethodasthemaintool,throughtheinvivomobilephonehastheadvantagesandthecurrentmarketconditions,incontrasttothereasonsforthedifferencesinthe,fromtheproduct,price,channel,promotionfouraspects,invivomobilephonesalessituationanalysis,throughunderstandingandanalyzingtheinvivomobilephonemarketingmodeatpresent,diagnosisoftheexistingshortcomingsandproblems,andthenaccordingtotheknowledgeandpractice,proposepracticalsolutionsandstrategies.Papersontheoverallstructureoftheanalysisoftheproblem,throughthephonesvivomacroscopicenvironment,competitionenvironment,theenterpriseinternalenvironmentanalysis,invivoexistingmarketingmodeltodiscussthelimitationsofcurrentmarketingmodeinvivo,andcarriesontheanalysisandtheproposedsolutions,andstrivetoinhighselfmanagementabilitybasedon,thebeinvivomobilephonedevelopmentimportantreferences.Keyword：Vivomobilephone;modeofmarketing;traditionalmodeofmarketing;Internetera;newO2Omodeofmarketing山东理工大学本科毕业论文III目录摘要.................................................................................................................................IAbstract..........................................................................................................................II一、绪论........................................................................................................................1（一）课题研究的背景........................................................................................11.研究背景....................................................................................................12.研究意义....................................................................................................1（二）国内外研究综述........................................................................................21.国外研究现状............................................................................................22.国内研究现状............................................................................................23.综述............................................................................................................3（三）研究方法与研究内容................................................................................31.研究方法....................................................................................................32.研究内容....................................................................................................3二、vivo手机营销环境分析........................................................................................4（一）vivo公司简介...........................................................................................4（二）宏观环境分析............................................................................................41.政策环境....................................................................................................42.文化环境....................................................................................................53.技术环境....................................................................................................54.经济环境....................................................................................................6（三）竞争环境....................................................................................................71.主要竞争对手............................................................................................72.Vivo与竞争对手的比较分析..........