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  本文選題：智能手機(jī)　切入點(diǎn)：4R營銷理論　出處：《南京理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著移動互聯(lián)時代的到來,智能手機(jī)將成為手機(jī)市場的主流產(chǎn)品。但我國智能手機(jī)行業(yè)的營銷觀念落后,一直都是在模仿或套用國外營銷理論,沒有把我國智能手機(jī)現(xiàn)實(shí)情況與營銷理論相結(jié)合,智能手機(jī)產(chǎn)品在營銷時出現(xiàn)了很多的問題。 本文首先對4P、4C、4R三種營銷理論進(jìn)行分析比較,4P營銷理論過于注重企業(yè)自身狀態(tài),在產(chǎn)品、渠道及促銷等方面的差異化程度低,在“后經(jīng)濟(jì)”形式下逐漸失去了效力；4C營銷理論雖然有一定的進(jìn)步性,但它缺少主動權(quán),被動的滿足消費(fèi)者需求,致使企業(yè)成本不斷增加,利潤卻很低,有違企業(yè)生存發(fā)展的原則；4R營銷理論根據(jù)市場競爭來指導(dǎo)營銷,其出發(fā)點(diǎn)是提高企業(yè)品牌資產(chǎn),培養(yǎng)消費(fèi)者忠誠度,從而使產(chǎn)品價(jià)格自動上升,增加企業(yè)利潤,進(jìn)一步提高了企業(yè)的市場競爭力。 接下來以生產(chǎn)智能手機(jī)的本土品牌G智能手機(jī)企業(yè)為研究對象,對其所面臨的營銷環(huán)境以及營銷現(xiàn)狀進(jìn)行分析研究。通過對G智能手機(jī)企業(yè)外部環(huán)境、競爭優(yōu)勢等方面的分析,發(fā)現(xiàn)G智能手機(jī)企業(yè)的優(yōu)勢和機(jī)遇遠(yuǎn)大于劣勢和威脅。只要G智能手機(jī)企業(yè)采用成長型營銷戰(zhàn)略,就有利于其進(jìn)一步整合市場資源、擴(kuò)大市場占有率。通過對G智能手機(jī)企業(yè)的消費(fèi)者構(gòu)成和需求特征的分析,企業(yè)明確了目標(biāo)市場的選擇和基本的市場定位。并由此制定了基于4R理論的營銷策略,將市場營銷策略細(xì)分為關(guān)聯(lián)策略、反應(yīng)策略、關(guān)系策略、回報(bào)策略四個方面。使企業(yè)的智能手機(jī)營銷更加專業(yè),進(jìn)而提高G智能手機(jī)的品牌價(jià)值和消費(fèi)者忠誠度,保證企業(yè)在激烈競爭的手機(jī)市場中蓬勃發(fā)展。
[Abstract]:With the arrival of the era of mobile interconnection, smart phones will become the mainstream products in the mobile phone market. However, the marketing concept of the smart phone industry in China is backward and has been imitating or applying the foreign marketing theory. There are many problems in the marketing of smart phone products without combining the real situation of our country with the marketing theory. Firstly, this paper analyzes and compares the three marketing theories of 4PX 4CX 4R and compares the 4P marketing theory which pays too much attention to the state of the enterprise itself, and has a low degree of differentiation in product, channel and promotion, etc. In the form of "post-economy", although the marketing theory of "4C" gradually loses its effectiveness, it lacks initiative and passively meets the needs of consumers, which leads to the increasing cost of enterprises and low profits. Contrary to the principle of survival and development of enterprises, the 4R marketing theory guides marketing according to market competition. Its starting point is to improve enterprise brand assets, cultivate consumer loyalty, and thus make the price of products rise automatically and increase the profits of enterprises. Further improve the market competitiveness of enterprises. Next, take the local brand G smart phone enterprise which produces the smart phone as the research object, analyzes the marketing environment and the marketing present situation that it faces. Through the external environment of the G smart phone enterprise, From the analysis of competitive advantage and other aspects, it is found that the advantages and opportunities of G smart phone enterprises are far greater than those of weaknesses and threats. As long as G smart phone enterprises adopt the growth marketing strategy, it will be advantageous for them to further integrate market resources. Expanding the market share. Through the analysis of the consumer composition and demand characteristics of the G smart phone enterprise, the enterprise defines the choice of the target market and the basic market positioning, and formulates the marketing strategy based on the 4R theory. The marketing strategy is subdivided into four aspects: correlation strategy, reaction strategy, relationship strategy and reward strategy. It makes the marketing of smart phone more professional, and then improves the brand value and consumer loyalty of G smartphone. To ensure that enterprises in the fierce competition in the mobile phone market vigorous development.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.63

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本文編號：1628608