G智能手机基于4R理论的营销策略研究

发布时间：2018-03-18 07:39

本文选题：智能手机　切入点：4R营销理论　出处：《南京理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着移动互联时代的到来,智能手机将成为手机市场的主流产品。但我国智能手机行业的营销观念落后,一直都是在模仿或套用国外营销理论,没有把我国智能手机现实情况与营销理论相结合,智能手机产品在营销时出现了很多的问题。本文首先对4P、4C、4R三种营销理论进行分析比较,4P营销理论过于注重企业自身状态,在产品、渠道及促销等方面的差异化程度低,在“后经济”形式下逐渐失去了效力；4C营销理论虽然有一定的进步性,但它缺少主动权,被动的满足消费者需求,致使企业成本不断增加,利润却很低,有违企业生存发展的原则；4R营销理论根据市场竞争来指导营销,其出发点是提高企业品牌资产,培养消费者忠诚度,从而使产品价格自动上升,增加企业利润,进一步提高了企业的市场竞争力。接下来以生产智能手机的本土品牌G智能手机企业为研究对象,对其所面临的营销环境以及营销现状进行分析研究。通过对G智能手机企业外部环境、竞争优势等方面的分析,发现G智能手机企业的优势和机遇远大于劣势和威胁。只要G智能手机企业采用成长型营销战略,就有利于其进一步整合市场资源、扩大市场占有率。通过对G智能手机企业的消费者构成和需求特征的分析,企业明确了目标市场的选择和基本的市场定位。并由此制定了基于4R理论的营销策略,将市场营销策略细分为关联策略、反应策略、关系策略、回报策略四个方面。使企业的智能手机营销更加专业,进而提高G智能手机的品牌价值和消费者忠诚度,保证企业在激烈竞争的手机市场中蓬勃发展。
[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.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63

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