市场营销-OPPO手机市场营销策略优化研究.docxVIP

PAGE PAGE IV PAGE PAGE IV OPPO手机市场营销策略优化研究 摘 要 目前，国内外手机市场的竞争越来越激烈。由于国内手机市场存在品牌意识、营销能力、核心技术、质量、售后服务等问题，竞争优势在减弱，市场份额逐年下降。我们如何首先抓住机会成功摆脱困境，提升核心竞争力，制定更符合竞争环境的营销策略，形成持久的竞争优势。本文以OPPO手机营销策略为研究对象，通过对对OPPO手机现行的营销策略进行简要的分析，归纳了OPPO手机现行营销策略存在的主要问题和，主要有产品策略不完善、定价策略不合理、渠道策略较为单一以及促销策略存在问题，为制定OPPO手机新的营策略提供依据，提炼出OPPO手机市场营销策略的优化，研究认为，优化OPPO手机营销策略必须整合跨界思维、打造延伸产品，根据不同类型产品分别定价、适度饥饿营销避免过度期待以及结合传统媒体提升服务质量。 关键词：OPPO手机；手机市场；市场营销策略 ABSTRACT The current increasingly competitive mobile phone market at home and abroad, domestic mobile phone due to various problems of its own, such as brand awareness, market marketing ability, the core technology, quality and after-sales service, such as competitive advantage is weakening, market share in the market is declining, how can grasp the opportunity first, success out of trouble, enhance core competitiveness, to develop more in line with the marketing strategy of competitive environment, to form lasting competitive advantage. Based on the OPPO mobile marketing strategy as the research object, through reviewing OPPO mobile phone made a brief analysis of the current marketing strategy, sums up the OPPO phone main problems existing in the current marketing strategy and has the advantage of, to provide evidence for OPPO mobile phone new sales strategy, extracting OPPO mobile marketing strategy optimization, studies suggest that optimize the OPPO mobile marketing strategy must be integrated cross-border thinking, create extension products, according to different types of products pricing, moderate hunger marketing avoid excessive expectation, and combining with the traditional media to enhance service quality. Keywords: OPPO mobile phone; The mobile phone market; Marketing strategy 目 录 TOC \o 1-3 \h \z \u 摘 要 I ABSTRACT II 第1章 引言 1 1.1 研究背景 1 1.2 研究意义 1 1.3 国内外研究现状 2 1.3.1 手机行业市场营销策略现状研究 2 1.3.2 OPPO手机的营销策略研究现状 2 第2章 国内外手机营销经验借鉴 3 2.1国内手机营销经验借鉴 4 2.1.1提升品牌价值 4 2.1.2实施口碑营销 4 2.2国外手机营销经验借鉴 4 2.2.