隨著國(guó)內(nèi)奢侈品市場(chǎng)的迅猛增長(zhǎng),以及政府海外消費(fèi)回流政策的引導(dǎo)下,內(nèi)地已成為全球中高端腕表第一大市場(chǎng),未來(lái)增長(zhǎng)潛力巨大。伴隨腕表消費(fèi)的增長(zhǎng),人們對(duì)配件的需求也會(huì)越來(lái)越多。國(guó)內(nèi)鐘表配件企業(yè)產(chǎn)品定位于中低端市場(chǎng),呈現(xiàn)行業(yè)集中度低、中小型企業(yè)林立,產(chǎn)品定位相近,品牌辨識(shí)度低等特點(diǎn),品牌競(jìng)爭(zhēng)力難以與瑞士、日本等國(guó)的百年企業(yè)相比。B公司是一家自有品牌的配件電商企業(yè),主營(yíng)產(chǎn)品表帶。本文以B公司為例,對(duì)公司目前的產(chǎn)品策略問(wèn)題進(jìn)行研究。論文運(yùn)用調(diào)查統(tǒng)計(jì)的方法,先通過(guò)實(shí)地調(diào)研發(fā)現(xiàn)因?yàn)楫a(chǎn)品質(zhì)量差、產(chǎn)品安裝導(dǎo)致的退換率太高,客戶對(duì)公司評(píng)價(jià)低以及物流發(fā)貨慢等問(wèn)題。然后,通過(guò)廣泛的文獻(xiàn)閱讀和研究,對(duì)國(guó)內(nèi)外關(guān)于產(chǎn)品策略和市場(chǎng)營(yíng)銷方面的有關(guān)文獻(xiàn)進(jìn)行搜索、查閱和歸納,并結(jié)合調(diào)查問(wèn)卷搜集客戶的真實(shí)反饋和需求,再?gòu)氖袌?chǎng)營(yíng)銷視角出發(fā),對(duì)這些問(wèn)題的根源進(jìn)行探究,發(fā)現(xiàn)導(dǎo)致B公司這些問(wèn)題出現(xiàn)的根源主要體現(xiàn)在三個(gè)方面:產(chǎn)品定位于低端產(chǎn)品,與目標(biāo)客戶定位于中高端消費(fèi)人群不相符;產(chǎn)品組合低端不符合市場(chǎng)定位,產(chǎn)品組合策略不合理;產(chǎn)品支持服務(wù)水平低。產(chǎn)品包裝低檔與市場(chǎng)定位不符。在此基礎(chǔ)上,提出產(chǎn)品策略優(yōu)化建議,B公司當(dāng)前工作的重點(diǎn)是聚焦中端...

【文章頁(yè)數(shù)】：103 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
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



本文編號(hào)：3909341