PZ公司智能手环产品营销策略研究
发布时间：2018-09-17 08:00
【摘要】：21世纪的社会是智能化社会,智能可穿戴设备产品如雨后春笋般出现,不断的改变着我们的生活。而人们对于可穿戴设备市场表现出的热情也在说明这是一个未来发展空间很大蓝海市场。其中智能手环发展势头最为凶猛。因为它小巧时尚又方便随身携带。很多公司虽然抓住了市场契机,生产了很多同质化严重的智能手环,但是其产品并没有抓住一个用户的痛点的卖点。所以造成市场销量并不乐观的局面。而本文中的PZ公司将利用公司现有的医疗设备研发团队以及与各大医学院校合作的深厚背景与智能手环相结合。研发出了可监测人体健康数据并对人体健康数据进行分析,整合的健康医疗智能手环。但是作为一个新型的的产品,要想在推出市场后占领一定的市场份额,必须制定出一套完整有效的市场营销方案,塑造自己独有的品牌形象,提升品牌的辨识度,从而被消费者认可并接受。本文对智能可穿戴市场的宏观环境,政治环境,经济环境,社会文化环境以及技术环境进行了深入的分析。同时从微观的角度分析了智能手环的消费趋势,以及整个手环市场的发展现状,结合PZ公司智能手环的独特的健康医疗数据监测,分析,整合的特点,对PZ公司智能手环的目标市场进行分析,明确了PZ公司智能手环的目标市场为具有健康意识,对自己身体健康数据关注并对自己身体健康具有保护意识的人群。根据PZ公司智能手环的产品特色,以市场补缺者的身份进入智能手环市场,确定了其产品定位为人体健康管理顾问。从营销管理的角度,确立了PZ公司智能手环具有的技术优势,渠道优势。产品组合化繁为简,专注一个功能的产品策略,满意定价和感知定价的定价策略,线上线下相结合的渠道策略和促销组合策略。该营销方案为PZ公司智能手环如何推出市场,在竞争激烈的市场中杀出重围,树立鲜明的品牌形象,并获得消费者的认可,引爆整个市场提供了直接的指导和帮助。
[Abstract]:The 21st century is an intelligent society, intelligent wearable equipment products are springing up, constantly changing our lives. And people's enthusiasm for wearable equipment market also shows that this is a big blue sea market in the future. Intelligent Bracelet development momentum is the most ferocious. Although many companies have seized the market opportunity to produce a lot of homogeneous intelligent bracelets, but their products have not seized a user's painful point of sale. So the market is not optimistic. PZ company in this article will use the company's existing research and development team and with medical equipment. Intelligent bracelet is combined with the deep background of cooperation between medical colleges and universities. A new kind of health care bracelet is developed which can monitor human health data and analyze human health data. This paper makes a thorough analysis of the macro-environment, political environment, economic environment, social and cultural environment and technological environment of the intelligent wearable market. Trend, as well as the development status of the whole Bracelet market, combined with the unique health care data monitoring, analysis and integration characteristics of PZ intelligent bracelet, this paper analyzes the target market of PZ intelligent bracelet, and makes clear that the target market of PZ intelligent bracelet is health awareness, pays attention to its own health data and pays attention to itself. According to the product characteristics of PZ smart bracelet, we enter the smart Bracelet market as a complement to the market, and determine its product positioning as a human health management consultant. Focus on a functional product strategy, satisfying pricing and perceptual pricing pricing strategy, online and offline channel strategy and promotion mix strategy. This marketing program for PZ company smart Bracelet how to launch the market, in the competitive market to break through the encirclement, establish a clear brand image, and win the recognition of consumers, detonate the whole. The market provides direct guidance and assistance.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F274
本文编号：2245239
[Abstract]:The 21st century is an intelligent society, intelligent wearable equipment products are springing up, constantly changing our lives. And people's enthusiasm for wearable equipment market also shows that this is a big blue sea market in the future. Intelligent Bracelet development momentum is the most ferocious. Although many companies have seized the market opportunity to produce a lot of homogeneous intelligent bracelets, but their products have not seized a user's painful point of sale. So the market is not optimistic. PZ company in this article will use the company's existing research and development team and with medical equipment. Intelligent bracelet is combined with the deep background of cooperation between medical colleges and universities. A new kind of health care bracelet is developed which can monitor human health data and analyze human health data. This paper makes a thorough analysis of the macro-environment, political environment, economic environment, social and cultural environment and technological environment of the intelligent wearable market. Trend, as well as the development status of the whole Bracelet market, combined with the unique health care data monitoring, analysis and integration characteristics of PZ intelligent bracelet, this paper analyzes the target market of PZ intelligent bracelet, and makes clear that the target market of PZ intelligent bracelet is health awareness, pays attention to its own health data and pays attention to itself. According to the product characteristics of PZ smart bracelet, we enter the smart Bracelet market as a complement to the market, and determine its product positioning as a human health management consultant. Focus on a functional product strategy, satisfying pricing and perceptual pricing pricing strategy, online and offline channel strategy and promotion mix strategy. This marketing program for PZ company smart Bracelet how to launch the market, in the competitive market to break through the encirclement, establish a clear brand image, and win the recognition of consumers, detonate the whole. The market provides direct guidance and assistance.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F274
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