c公司无线营销策略分析word格式论文.docxVIP

RESEARCH ON MOBILE MARKETING STRATEGY OF COMPANY CABSTRACTThis thesis analyzed the segmentation and positioning in the mobile marketing market by leveraging marketing theory. It analyzed the current development in both practice and theory of mobile marketing in China, and the existing problems in Company C as a mobile marketing service provider. Then the thesis analyzed the brands requirement in mobile marketing through survey. The finding is that the most recognized features are accurate targeting, full-function, creativity, service, customer behavior analysis, price and wide media coverage. Then it worked out 4 segment group based on interests: market leader, perfect oriented, tries and conservative. And Company C should target in the first 2 segments. This thesis also used the software Marketing Engineering, positioning analysis module to have a conception map analysis and found that the attributes including accurate targeting, wide media coverage, service and price have stronger segment capability. After using Joint-space Map, it found that the potential market share of company Cwill reach 42.86% when it focus on accurate targeting. The thesis suggested that company C should position its product as accurate targeting, first-class service, full functions and high creativity. Lastly the thesis proposed the solutions to the problems including improving products integration and accurate targeting capability, launching customer behavior analysis service and strengthening sales force. The result is helpful for company C to find the target segment market and make more accurate marketing strategy and RD strategy. It has the practical meaning for company C to pursue a better competitive position in the mobile marketing service market.KEY WORDS: mobile marketing, marketing segmentation, positioning， conception map, user preference目录第一章 绪论 11.1研究背景 11.1.1无线营销的定义 11.1.2C 公司背景 21.2研究意义 41.3研究理论和方法 51.4研究框架 5第二章 文献综述 72.1营销管理理论 72.1.1市场细分相关理论 72.1.2细分市场的方法 82.1.3市场定