【摘要】：近年來,政府鼓勵創(chuàng)新創(chuàng)業(yè)。特別是在李克強總理提倡的“大眾創(chuàng)新、萬眾創(chuàng)業(yè)”的口號指導(dǎo)下,各地政府針對“雙創(chuàng)”出臺保障措施。中國大地涌現(xiàn)出越來越多的創(chuàng)新創(chuàng)業(yè)企業(yè)。眾所周知,創(chuàng)新型產(chǎn)品推向市場,時常面臨著諸如產(chǎn)品定位不清晰、市場接受度不高、消費者對產(chǎn)品的創(chuàng)新角度不以為然、大眾市場需要教育,但相似產(chǎn)品尚未推出或非常少,以致教育市場的過程中缺乏盟軍等諸多困難。同時,外部經(jīng)濟形勢及競爭環(huán)境瞬息萬變,創(chuàng)新型產(chǎn)品如何在錯綜復(fù)雜的環(huán)境中找準方向求得生存,最終走進千家萬戶,是每個產(chǎn)品操盤者都密切關(guān)注的。所謂雙創(chuàng)產(chǎn)品,一般是指那些需要依托該產(chǎn)品而創(chuàng)立公司的創(chuàng)新型產(chǎn)品。即創(chuàng)業(yè)公司中的創(chuàng)新型產(chǎn)品,特別指初創(chuàng)公司中的創(chuàng)新型產(chǎn)品。初創(chuàng)公司,一般泛指那些剛成立不久且沒有足夠資金及資源的各類企業(yè)。本文就是以這樣一種雙創(chuàng)產(chǎn)品xy為例,結(jié)合該產(chǎn)品所處的國內(nèi)外行業(yè)環(huán)境及現(xiàn)狀,根據(jù)其所在創(chuàng)業(yè)公司的實際情況,運用整合營銷、定位等一系列市場營銷理論及分析方法,對其相關(guān)市場、銷售、運營等方面進行分析,找出問題并提供改進建議。以期能夠為其他創(chuàng)業(yè)公司的創(chuàng)新型產(chǎn)品所借鑒。
[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.
【學(xué)位授予單位】：對外經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274
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本文編號：2270146