B钟表配件公司产品策略研究
发布时间：2024-02-24 17:10
随着国内奢侈品市场的迅猛增长,以及政府海外消费回流政策的引导下,内地已成为全球中高端腕表第一大市场,未来增长潜力巨大。伴随腕表消费的增长,人们对配件的需求也会越来越多。国内钟表配件企业产品定位于中低端市场,呈现行业集中度低、中小型企业林立,产品定位相近,品牌辨识度低等特点,品牌竞争力难以与瑞士、日本等国的百年企业相比。B公司是一家自有品牌的配件电商企业,主营产品表带。本文以B公司为例,对公司目前的产品策略问题进行研究。论文运用调查统计的方法,先通过实地调研发现因为产品质量差、产品安装导致的退换率太高,客户对公司评价低以及物流发货慢等问题。然后,通过广泛的文献阅读和研究,对国内外关于产品策略和市场营销方面的有关文献进行搜索、查阅和归纳,并结合调查问卷搜集客户的真实反馈和需求,再从市场营销视角出发,对这些问题的根源进行探究,发现导致B公司这些问题出现的根源主要体现在三个方面:产品定位于低端产品,与目标客户定位于中高端消费人群不相符;产品组合低端不符合市场定位,产品组合策略不合理;产品支持服务水平低。产品包装低档与市场定位不符。在此基础上,提出产品策略优化建议,B公司当前工作的重点是聚焦中端...
【文章页数】：103 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
1 INTRODUCTION
1.1 Research background
1.1.1 Potential of market
1.1.2 Development of e-commerce
1.1.3 Characteristics of watchband markets
1.2 Research purposes and significance
1.2.1 Research purposes
1.2.2 Practical significance
1.2.3 Theoretical significance
1.3 Research content and methods
1.3.1 Research content
1.3.2 Research methods
2 LITERATURE REVIEW
2.1 Marketing mix theories
2.2 Product strategy
2.2.1 Product overview
2.2.2 Product positioning strategy
2.2.3 Product portfolio strategy
2.2.4 Product support services strategy
2.3 Summary
3 CASE DESCRIPTION
3.1 Introduction of B Company
3.2 Overview of Products
3.2.1 Status quo of product structure and marketing
3.2.2 Status quo of product evaluation
3.2.3 Summary
3.3 Survey of product strategy
3.3.1 Objectives of the survey
3.3.2 Methods of the survey
3.3.3 Results of the survey
4 CASE ANALYSIS
4.1 Product positioning
4.1.1 Analysis of competitive environment of market
4.1.2 Analysis of consumer’needs
4.1.3 Analysis of product positioning
4.2 Product portfolio strategy
4.2.1 Analysis of product portfolio width
4.2.2 Analysis of product portfolio length and depth
4.2.3 Analysis of product portfolio relevance
4.2.4 Analysis of new product development strategy
4.3 Product support services strategy
4.3.1 Analysis of functional quality
4.3.2 Analysis of technical quality
5 SUGGESTIONS
5.1 Optimization of product positioning strategy
5.1.1 Focus on the consumer market of mid-end products
5.1.2 Strengthen product brand positioning
5.1.3 Match the product packaging image with product positioning
5.1.4 Match the product quality with product positioning
5.1.5 Strategy of positioning and market entry
5.2 Optimization of product portfolio strategy
5.2.1 Strategy of expanding mid-to-high-end product portfolio
5.2.2 Strategy of product premiumisation
5.2.3 Strategy of product portfolio reduction
5.2.4 Strategy of new product development
5.2.5 Strategy of product portfolio and market entry
5.3 Optimization of product support service strategy
5.3.1 Improve speed of dispatch
5.3.2 Improve the service of product installation
6 CONCLUSION
6.1 Major findings
6.2 Limitations and prospect of the study
6.2.1 Limitations of the study
6.2.2 Prospect of the study
REFERENCES
ACKNOWLEDGEMENTS
APPENDIX
本文编号：3909341
【文章页数】：103 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
1 INTRODUCTION
1.1 Research background
1.1.1 Potential of market
1.1.2 Development of e-commerce
1.1.3 Characteristics of watchband markets
1.2 Research purposes and significance
1.2.1 Research purposes
1.2.2 Practical significance
1.2.3 Theoretical significance
1.3 Research content and methods
1.3.1 Research content
1.3.2 Research methods
2 LITERATURE REVIEW
2.1 Marketing mix theories
2.2 Product strategy
2.2.1 Product overview
2.2.2 Product positioning strategy
2.2.3 Product portfolio strategy
2.2.4 Product support services strategy
2.3 Summary
3 CASE DESCRIPTION
3.1 Introduction of B Company
3.2 Overview of Products
3.2.1 Status quo of product structure and marketing
3.2.2 Status quo of product evaluation
3.2.3 Summary
3.3 Survey of product strategy
3.3.1 Objectives of the survey
3.3.2 Methods of the survey
3.3.3 Results of the survey
4 CASE ANALYSIS
4.1 Product positioning
4.1.1 Analysis of competitive environment of market
4.1.2 Analysis of consumer’needs
4.1.3 Analysis of product positioning
4.2 Product portfolio strategy
4.2.1 Analysis of product portfolio width
4.2.2 Analysis of product portfolio length and depth
4.2.3 Analysis of product portfolio relevance
4.2.4 Analysis of new product development strategy
4.3 Product support services strategy
4.3.1 Analysis of functional quality
4.3.2 Analysis of technical quality
5 SUGGESTIONS
5.1 Optimization of product positioning strategy
5.1.1 Focus on the consumer market of mid-end products
5.1.2 Strengthen product brand positioning
5.1.3 Match the product packaging image with product positioning
5.1.4 Match the product quality with product positioning
5.1.5 Strategy of positioning and market entry
5.2 Optimization of product portfolio strategy
5.2.1 Strategy of expanding mid-to-high-end product portfolio
5.2.2 Strategy of product premiumisation
5.2.3 Strategy of product portfolio reduction
5.2.4 Strategy of new product development
5.2.5 Strategy of product portfolio and market entry
5.3 Optimization of product support service strategy
5.3.1 Improve speed of dispatch
5.3.2 Improve the service of product installation
6 CONCLUSION
6.1 Major findings
6.2 Limitations and prospect of the study
6.2.1 Limitations of the study
6.2.2 Prospect of the study
REFERENCES
ACKNOWLEDGEMENTS
APPENDIX
本文编号：3909341
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