H公司便携式音响产品线中国区2015财年营销计划书

发布时间：2018-03-20 20:23

本文选题：营销计划书　切入点：便携式音响　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国经济快速发展,人民群众的生活水平和可支配收入日益提高,全社会的精神文化需求也有了大幅度的提升,音响产品也由只有富有阶层才能享受的奢侈品逐渐平民化,整个音响市场的规模近10年平均年增长超过10%,其中便携式音响,由于具有体积小,方便携带,操作方便,价格低的优点,深受年轻一代和都市白领的喜爱,产品种类和销量一路飙升,近5年的年平均增速超过15%,已经成长为了音响产品目录中一个独立的子产品线。随着无线传输技术的进一步发展,便携式音响与日益普及的无线终端(如智能手机,平板电脑等)最终将实现无缝连接,这将进一步刺激便携式音响的需求,市场前景一片光明。H公司作为全球知名的顶级音响提供商,其业务跨越汽车音响,专业音响和消费音响三个大类,本文主要研究的便携式音响隶属于消费类音响大类。H公司的便携式音响产品以富有创新的外观设计和卓越的声学效果在北美市场具有极强的品牌认知度,市场份额一直稳居前两位,但由于H公司一直没有专门针对针对中国市场设计便携式音响产品线,而主要是将在北美市场销售的产品直接搬到中国来销售,虽然品牌在中国有比较高的知名度,但由于产品外观和声学设计风格不太被中国人所接受,所以其在中国市场的销售一直疲软,其市场份额不但落后于一些知名国际品牌如Philips,Bose等,甚至有被一些中国本地中低端品牌,如惠威,三诺赶超的危险等,与其品牌形象严重不符。鉴于中国市场的重要性和H公司便携式音响在中国市场的尴尬位置,H公司于2013年成立了成立专门的便携式音响产品线并在开发资源上向中国市场倾斜,力争用2-3年的时间扳回颓势,取得中国市场的领先地位。本营销计划书旨在系统科学地分析中国市场便携式音响的形势及现状,按照营销计划书撰写的思路,结合营销工作实践,从市场需求,竞争环境,市场定位,营销策略,财务分析,风险管理等方面进行全方位分析研究,使产品线的营销方案具有较强的科学基础,为公司高层进行投资决策、市场拓展、收益评价等提供决策依据。
[Abstract]:Since the reform and opening up, China's economy has developed rapidly, the people's living standard and disposable income have been increasingly improved, and the spiritual and cultural needs of the whole society have also been greatly improved. Sound products are also gradually popularized by luxury goods that only the rich class can enjoy. The size of the entire audio market has grown by an average of more than 10 per year in the past 10 years. Among them, portable audio systems, due to their small size, easy to carry, and easy to operate, The advantages of low prices are popular among the younger generation and urban white-collar workers, and product types and sales have soared. The average annual growth rate in the past five years has exceeded 15 percent, and has grown into a separate sub-product line in the audio product catalogue. With the further development of wireless transmission technology, portable audio and increasingly popular wireless terminals, such as smartphones, (tablet computers, etc.) will eventually achieve seamless connectivity, which will further stimulate the demand for portable audio. The market outlook is bright. H, as the world's leading audio provider, has a business across car audio. Three major categories of professional sound and consumer sound, The portable acoustics studied in this paper belong to consumer acoustics category. H company's portable audio products have strong brand recognition in North American market with innovative appearance design and excellent acoustics effect. The market share has been steadily in the top two, but since H Company has not designed a portable audio product line specifically for the Chinese market, it mainly moves the products sold in the North American market directly to China for sale. Although the brand has a relatively high reputation in China, its sales in the Chinese market have been weak because the product appearance and acoustics design style are not very popular in the Chinese people. Its market share not only lags behind some well-known international brands such as Philips Bose, but also has the danger of being overtaken by some Chinese local middle and low end brands, such as Huiwei and Sanno. In view of the importance of the Chinese market and the awkward position of H company portable audio in the Chinese market, in 2013, H Company established a special portable audio product line and tilted its resources to the Chinese market. This marketing plan aims to systematically and scientifically analyze the situation and present situation of portable audio in Chinese market, and according to the ideas of the marketing plan, Based on the marketing practice, this paper makes a comprehensive analysis and study from the aspects of market demand, competitive environment, market positioning, marketing strategy, financial analysis, risk management and so on, so that the marketing scheme of the product line has a strong scientific foundation. For the company's top investment decisions, market expansion, income evaluation and so on to provide decision-making basis.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.6;F274

【相似文献】