魅族手机产品研究及对策

魅族手机产品研究及对策目录摘要.Abstract.21引言.31.1研究背景和意义….31.1.1研究背景31.1.2研究意义.31.2产品的相关理论…1.2.1市场定位理论…1.2.24P营销理论….42魅族公司概况.…2.1魅族公司简介.…2.2魅族手机小而美品牌形成产品回顾..52.2.1“工匠精神”产品理念….52.2.2以网络传播方式开展小众传播..52.2.3以粉丝营销凝聚小众品牌063魅族手机产品存在的主要问题…63.1魅族手机售后问题….63.2魅族手机与市场结合度不高…073.3魅族手机宣传力不足.…3.4魅族手机系统存在问题..4魅族手机产品存在问题的原因分析」84.1过度注重口碑营销.84.2系统人员大批流失导致系统问题.84.3众多系列停止导致种类稀少.95魅族手机产品的对策建议...95.1优化售后服务.….95.2增加市场结合度，优化市场定位.105.2.1市场细分..…105.2.2市场选择..115.2.3市场具体定位.125.3运用4P理论改进.135.4系统优化.….156总结….15参考文献.16摘要近年来经济快速发展，手机行业发展迅速，手机产品更新换代愈加频繁，这在给各手机厂商带来许多发展机遇的同时，也给手机厂商带来了更加激烈的竞争与威胁。本文从5g新环境下的手机产品角度出发，运用4P理论进行展开分析，结合目前手机企业发展趋势，对当前的处境进行审视。魅族科技于2008年进军智能手机市场，是我国较早一批的手机厂商。本课题主要以该企业手机产品为研究对象，找出其在手机产品定位、销售、售后等出现的问题，分析问题产生的原因，将优化产品定位、营销为重点提出对策，将自身小而美的优势重新激活。关键词：手机：魅族：产品研究：小而美AbstractIn recent years,with the rapid development of economy and the rapiddevelopment of mobile phone industry,the upgrading of mobile phone products ismore and more frequent,which not only brings many development opportunities tomobile phone manufacturers,but also brings more fierce competition and threat tomobile phone manufacturers.From the perspective of mobile phone products underthe new environment of 5g,this paper uses 4P theory to analyze,and examines thecurrent situation based on the current development trend of mobile phoneenterprises.Meizu technology entered the smartphone market in 2008 and is one ofthe earliest mobile phone manufacturers in China.This topic mainly takes themobile phone products of the enterprise as the research object,finds out theproblems in the mobile phone product positioning,sales,analyze the causes of theproblems,optimize the product positioning and marketing as the keycountermeasures,and reactivate their own small and beautiful advantages.Keywords:Mobile phone;Meizu;product research;small and beautiful2