双创产品xy的营销策略研究
发布时间：2018-10-14 10:12
【摘要】：近年来,政府鼓励创新创业。特别是在李克强总理提倡的“大众创新、万众创业”的口号指导下,各地政府针对“双创”出台保障措施。中国大地涌现出越来越多的创新创业企业。众所周知,创新型产品推向市场,时常面临着诸如产品定位不清晰、市场接受度不高、消费者对产品的创新角度不以为然、大众市场需要教育,但相似产品尚未推出或非常少,以致教育市场的过程中缺乏盟军等诸多困难。同时,外部经济形势及竞争环境瞬息万变,创新型产品如何在错综复杂的环境中找准方向求得生存,最终走进千家万户,是每个产品操盘者都密切关注的。所谓双创产品,一般是指那些需要依托该产品而创立公司的创新型产品。即创业公司中的创新型产品,特别指初创公司中的创新型产品。初创公司,一般泛指那些刚成立不久且没有足够资金及资源的各类企业。本文就是以这样一种双创产品xy为例,结合该产品所处的国内外行业环境及现状,根据其所在创业公司的实际情况,运用整合营销、定位等一系列市场营销理论及分析方法,对其相关市场、销售、运营等方面进行分析,找出问题并提供改进建议。以期能够为其他创业公司的创新型产品所借鉴。
[Abstract]:In recent years, the government has encouraged innovation and entrepreneurship. In particular, under the slogan of "mass innovation, mass entrepreneurship" advocated by Premier Li Keqiang, local governments issued safeguards against mass entrepreneurship and innovation. More and more innovative enterprises have emerged in China. As we all know, innovative products often face such problems as unclear product positioning, low market acceptance, consumer disapproval of product innovation, mass market needs education, but similar products have not yet been launched or very few. As a result, the education market in the process of lack of allies and many other difficulties. At the same time, the external economic situation and competition environment are changing rapidly. How to find the right direction to survive in the intricate environment and finally enter into thousands of households is the close attention of every product operator. Mass entrepreneurship and innovation products generally refer to innovative products that need to be built on the basis of mass entrepreneurship and innovation products. Innovative products in startups, especially in startups. Startups generally refer to all types of companies that are newly established and do not have sufficient funds and resources. This article takes such a mass entrepreneurship and innovation product xy as an example, combines the domestic and foreign industry environment and the present situation of the product, according to the actual situation of the startup company, applies a series of marketing theories and analysis methods, such as integrated marketing, positioning and so on. Analyze related market, sales and operation, identify problems and provide suggestions for improvement. In order to be able to other pioneering companies innovative products for reference.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
，
本文编号：2270146
[Abstract]:In recent years, the government has encouraged innovation and entrepreneurship. In particular, under the slogan of "mass innovation, mass entrepreneurship" advocated by Premier Li Keqiang, local governments issued safeguards against mass entrepreneurship and innovation. More and more innovative enterprises have emerged in China. As we all know, innovative products often face such problems as unclear product positioning, low market acceptance, consumer disapproval of product innovation, mass market needs education, but similar products have not yet been launched or very few. As a result, the education market in the process of lack of allies and many other difficulties. At the same time, the external economic situation and competition environment are changing rapidly. How to find the right direction to survive in the intricate environment and finally enter into thousands of households is the close attention of every product operator. Mass entrepreneurship and innovation products generally refer to innovative products that need to be built on the basis of mass entrepreneurship and innovation products. Innovative products in startups, especially in startups. Startups generally refer to all types of companies that are newly established and do not have sufficient funds and resources. This article takes such a mass entrepreneurship and innovation product xy as an example, combines the domestic and foreign industry environment and the present situation of the product, according to the actual situation of the startup company, applies a series of marketing theories and analysis methods, such as integrated marketing, positioning and so on. Analyze related market, sales and operation, identify problems and provide suggestions for improvement. In order to be able to other pioneering companies innovative products for reference.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
，
本文编号：2270146
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