本文選題：營銷計劃書　切入點(diǎn)：便攜式音響　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以來,我國經(jīng)濟(jì)快速發(fā)展,人民群眾的生活水平和可支配收入日益提高,全社會的精神文化需求也有了大幅度的提升,音響產(chǎn)品也由只有富有階層才能享受的奢侈品逐漸平民化,整個音響市場的規(guī)模近10年平均年增長超過10%,其中便攜式音響,由于具有體積小,方便攜帶,操作方便,價格低的優(yōu)點(diǎn),深受年輕一代和都市白領(lǐng)的喜愛,產(chǎn)品種類和銷量一路飆升,近5年的年平均增速超過15%,已經(jīng)成長為了音響產(chǎn)品目錄中一個獨(dú)立的子產(chǎn)品線。隨著無線傳輸技術(shù)的進(jìn)一步發(fā)展,便攜式音響與日益普及的無線終端(如智能手機(jī),平板電腦等)最終將實現(xiàn)無縫連接,這將進(jìn)一步刺激便攜式音響的需求,市場前景一片光明。H公司作為全球知名的頂級音響提供商,其業(yè)務(wù)跨越汽車音響,專業(yè)音響和消費(fèi)音響三個大類,本文主要研究的便攜式音響隸屬于消費(fèi)類音響大類。H公司的便攜式音響產(chǎn)品以富有創(chuàng)新的外觀設(shè)計和卓越的聲學(xué)效果在北美市場具有極強(qiáng)的品牌認(rèn)知度,市場份額一直穩(wěn)居前兩位,但由于H公司一直沒有專門針對針對中國市場設(shè)計便攜式音響產(chǎn)品線,而主要是將在北美市場銷售的產(chǎn)品直接搬到中國來銷售,雖然品牌在中國有比較高的知名度,但由于產(chǎn)品外觀和聲學(xué)設(shè)計風(fēng)格不太被中國人所接受,所以其在中國市場的銷售一直疲軟,其市場份額不但落后于一些知名國際品牌如Philips,Bose等,甚至有被一些中國本地中低端品牌,如惠威,三諾趕超的危險等,與其品牌形象嚴(yán)重不符。鑒于中國市場的重要性和H公司便攜式音響在中國市場的尷尬位置,H公司于2013年成立了成立專門的便攜式音響產(chǎn)品線并在開發(fā)資源上向中國市場傾斜,力爭用2-3年的時間扳回頹勢,取得中國市場的領(lǐng)先地位。本營銷計劃書旨在系統(tǒng)科學(xué)地分析中國市場便攜式音響的形勢及現(xiàn)狀,按照營銷計劃書撰寫的思路,結(jié)合營銷工作實踐,從市場需求,競爭環(huán)境,市場定位,營銷策略,財務(wù)分析,風(fēng)險管理等方面進(jìn)行全方位分析研究,使產(chǎn)品線的營銷方案具有較強(qiáng)的科學(xué)基礎(chǔ),為公司高層進(jìn)行投資決策、市場拓展、收益評價等提供決策依據(jù)。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.6;F274

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