[1]向 娜,何天豪.国内手机市场固化背景下“魅族”的营销策略[J].城市学刊,2019,40(06):45-052.[doi:10.3969/j. issn. 2096-059X.2019.06.008]
 XIANG Na,HE Tianhao.Strategy Policy of Mobile-phone Marketing in Domestic Market[J].Journal of urban studies,2019,40(06):45-052.[doi:10.3969/j. issn. 2096-059X.2019.06.008]
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国内手机市场固化背景下“魅族”的营销策略()
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《城市学刊》[ISSN:1006-6977/CN:61-1281/TN]

卷:
40
期数:
2019年06期
页码:
45-052
栏目:
城市经济
出版日期:
2019-11-20

文章信息/Info

Title:
Strategy Policy of Mobile-phone Marketing in Domestic Market
文章编号:
2096-059X(2019)06–0045–08
作者:
向 娜何天豪
湖南城市学院 人文学院,湖南 益阳 413000
Author(s):
XIANG Na HE Tianhao
School of Humanities, Hunan City University, Yiyang, Hunan 413000, China
关键词:
魅族手机营销策略市场竞争品牌形象
Keywords:
the phantom earphone market policy market competition brand image
分类号:
F 713.8
DOI:
10.3969/j. issn. 2096-059X.2019.06.008
文献标志码:
A
摘要:
在近几年国内手机市场马太效应加剧的形势下,作为中国最早进入智能手机领域的手机厂商,魅族如今也走到了“死亡”的边缘,在生存空间愈益狭小的小众手机品牌中具有很高的典型性。营销策略的失误是其市场份额失陷的主要原因之一,因此营销策略的提升也成为其绝境求生的关键。基于魅族的现状,其营销策略可从加强双微一抖的运营、积极培养KOL、确立品牌独特形象、积极线上营销等方面改进、提升。
Abstract:
In the situation of the speeding of the Mathew effective, the smart hand earphone which is first intelligent onenamed the phantom (Meizu in Chinese ) in China approaches near the end. This is of the typical example in the brand handearphones. The selling policy is wrong and the marketing collapsed. In view of the present situation it is to set up the image ofthe brand to raise the brand effective in the market and to raise KOL effectively.

备注/Memo

备注/Memo:
收稿日期:2019-05-12基金项目:益阳市社科联课题(2019YS061)作者简介:向娜(1986-),女,湖北恩施人,讲师,博士,主要从事中国古代文学研究;何天豪(1997-),男,陕西汉中人,主要从事广告学研究
更新日期/Last Update: 2019-12-16