杰科（GIEC）平板电脑的营销策略研究

发布时间：2018-01-16 12:05

本文关键词：杰科（GIEC）平板电脑的营销策略研究　出处：《兰州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动通讯产业的飞速发展,平板电脑在移动互联大浪中作为移动终端设备,扮演着越来越重要的角色。伴随着市场的快速发展与日趋成熟,以及越来越残酷的竞争环境,杰科应该审时度势,及时调整和制定科学合理的营销策略,以应对市场的激烈竞争,从而在竞争中获得满意的市场份额。首先,本文对平板电脑竞争环境进行了分析,包括：平板电脑的市场现状和发展趋势分析以及平板电脑产业链分析。其次,本文从三个维度对平板市场进行了细分：1、从全球区域市场来看,可以细分为成熟市场和新兴市场两大类；2、从功能应用市场来看,可以分为娱乐平板,通话平板以及商务平板；3、从不同屏幕尺寸来划分的话,可以细分为8寸以下的小尺寸,8寸-10寸之间的中等尺寸,以及10寸以上的大尺寸。这三个维度并不独立存在,可以相互交叉,存在一定的重叠性。杰科的目标市场也是从这三个维度进行选取的。最后,本文采用4P营销理论,以目标市场的需求为导向,分别从产品,价格,渠道,促销四个维度制定出杰科的营销策略。本文不仅分析和制定了杰科公司的平板电脑营销策略,同时还对其他平板电脑厂商有一定的借鉴价值。
[Abstract]:With the rapid development of mobile communication industry, tablet computer plays a more and more important role as a mobile terminal device in the big wave of mobile interconnection. With the rapid development and maturity of the market. As well as more and more cruel competition environment, Jeko should judge the situation, adjust and formulate scientific and reasonable marketing strategy in time, in order to cope with the fierce competition in the market, so as to get a satisfactory market share in the competition. First of all. This paper analyzes the competitive environment of tablet computer, including: the market situation and development trend of tablet computer and the analysis of tablet computer industry chain. Secondly. In this paper, the flat market is subdivided into three dimensions: 1. From the global regional market, it can be divided into two categories: mature market and emerging market. 2, from the function application market point of view, can be divided into entertainment tablet, call tablet and business tablet; 3. According to screen sizes, they can be subdivided into small sizes under 8 inches, medium sizes between 8 inches and 10 inches, and large sizes over 10 inches. These three dimensions do not exist independently. Jekko's target market is also selected from these three dimensions. Finally, this paper adopts 4P marketing theory, which is guided by the demand of the target market, respectively from the product. This paper not only analyzes and formulates the marketing strategy of Jekko's tablet computer, but also has certain reference value for other tablet computer manufacturers.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.671;F274

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