E人E本掌上电脑分析报告

E人E本掌上电脑分析 E人E本掌上电脑 ——网络营销分析报告 经贸转2010级: 刘大伟 2010520133 苗英英 2010520140 马 萍 2010520134 王俊哲 2010520142 曹 帅 2010520135 刘亚英 2010520141 徐国平 2010520137 冯媛媛 2010520145 黄绍军 2010520136 陈 雪 2010520147 魏 鑫 2010520138 余虹蓉 2010520146 沈 静 2010520139 张利波 2010520148 culture and entertainment venues, fitness centers, has a good ecological environment, job security measures), these requirements are very straightforward, specific standards, also has a clear direction, more easily by a superior examination. Poverty assessment is to look at the per capita net income of the poor end of 2015 standards is ... ... Yuan, higher standards is poverty. Superior acceptance to entrust a third party institution from HouseImplementation. After acceptance, also through spot checks, visits, telephone surveys looking activities. This means that our achievements have been recognized by the poor for poverty alleviation through acceptance, which we put forward higher requirements for poverty eradication. Therefore, the County Office for poverty alleviation to evaluation efforts in this regard. To implement the grid management model, integrating poverty alleviation into grid management, and "make a heart" activity combined package of leading cadres implement monitoring systems for poverty alleviation, each poor households identified a package cost. In this regard, you can design a form, indicating the poor basic causes, current income, poverty, support measures, implementation of support measures, through helping ' income, annual revenue. From now on, protection officers working households, household-by-place. When the examination, which the poor don't have time to get out of poverty, and holding people accountable. Third, on environmental protection in construction of ecological civilization is the focus on one of the six battle this year. Xian Wei proposed to build "green mountains and beautiful, happy and harmonious" new ... ... Target, which is the basis of environmental protection. Do well environmental protection work, we keep the side of the mountains, nor to the masses to create a suitable for residential and business suitable for swimming and raising living and working environment. Last year, we got good grades the environmental work, atmospheric index ranked 4th in the city to obtain eco-compensationaccording to project needs, in accordance with the "channel, use the same, and use" principle, the implementation of project planning, funding and manpower arrangements, avoiding duplication of inputs and waste of resources, effective integration of poverty relief funds ... Here to remind everyone that bundle integration-related funds, aims to concentrate financial resources for big undertakings. Authorities do not think that has less autonomy, pursuing the deregulation of work. This year on the amount of funds on fighting for the departments concerned to increase over the previous year ... and ... respectively. In this regard, the financial Department to dispatch in a timely manner, analyses relevant departments strive for. (E) to implement the poverty assessment responsibilities. Of village-level evaluation is very clear, that is, "five-ten" ("five-way" path, power, through water, through radio, television, information; " Ten "the hanlaobaoshou fields, rich projects, Office kitchen, health services, sanitation system, pre-school education, 目 录 , 一 产品描述 , 二 受众群体分析 , 三 定价策略 , 四 渠道选择 , 五 促销 culture and entertainment venues, fitness centers, has a good ecological environment, job security measures), these requirements are very straightforward, specific standards, also has a clear direction, more easily by a superior examination. Poverty assessment is to look at the per capita net income of the poor end of 2015 standards is ... ... Yuan, higher standards is poverty. Superior acceptance to entrust a third party institution from HouseImplementation. After acceptance, also through spot checks, visits, telephone surveys looking activities. This means that our achievements have been recognized by the poor for poverty alleviation through acceptance, which we put forward higher requirements for poverty eradication. Therefore, the County Office for poverty alleviation to evaluation efforts in this regard. To implement the grid management model, integrating poverty alleviation into grid management, and "make a heart" activity combined package of leading cadres implement monitoring systems for poverty alleviation, each poor households identified a package cost. In this regard, you can design a form, indicating the poor basic causes, current income, poverty, support measures, implementation of support measures, through helping ' income, annual revenue. From now on, protection officers working households, household-by-place. When the examination, which the poor don't have time to get out of poverty, and holding people accountable. Third, on environmental protection in construction of ecological civilization is the focus on one of the six battle this year. Xian Wei proposed to build "green mountains and beautiful, happy and harmonious" new ... ... Target, which is the basis of environmental protection. Do well environmental protection work, we keep the side of the mountains, nor to the masses to create a suitable for residential and business suitable for swimming and raising living and working environment. Last year, we got good grades the environmental work, atmospheric index ranked 4th in the city to obtain eco-compensationaccording to project needs, in accordance with the "channel, use the same, and use" principle, the implementation of project planning, funding and manpower arrangements, avoiding duplication of inputs and waste of resources, effective integration of poverty relief funds ... Here to remind everyone that bundle integration-related funds, aims to concentrate financial resources for big undertakings. Authorities do not think that has less autonomy, pursuing the deregulation of work. This year on the amount of funds on fighting for the departments concerned to increase over the previous year ... and ... respectively. In this regard, the financial Department to dispatch in a timely manner, analyses relevant departments strive for. (E) to implement the poverty assessment responsibilities. Of village-level evaluation is very clear, that is, "five-ten" ("five-way" path, power, through water, through radio, television, information; " Ten "the hanlaobaoshou fields, rich projects, Office kitchen, health services, sanitation system, pre-school education, 首先是对E人E本产品的描述: E人E本---T1是全球首部能手写、能阅读、能上网的掌上电脑。以下是该产品功能的具体叙述: (一)3G无线上网，网络随时随地 3G、WIFI随时随地极速上网。无需网线、无需等待，1秒开机瞬间上网，可以称得上是口袋里的互联网。 上网、看新闻、发邮件、搜信息、炒股票、看电影、听音乐、玩游戏、聊天交友，无所不能。 移动商务，尽在掌握;精彩娱乐，如影随形。 (二)7寸彩屏如纸显示，阅读原汁原味 E人E本的屏幕如纸般彩色显示，柔和真实、生动精彩。你只需一点，一选一拖，放大缩小，指尖翻阅，简报编辑。 同时本产品内置1000多本价值上万元的正版图书杂志，更有数十种分类图书杂志急速下载阅读，被称为一部随身的图书馆。 (三)独创手写邮件，回复随意挥洒 采用首家独创原笔手写邮件功能，你写什么，对方就收到什么。个性签名、亲笔信、签合同、移动审批等，无论你是商务出差，还是国外旅行，E人E本，永远无键盘之忧，让移动商务随时随地，实现E时代的移动办公。 (四)原笔迹手写记事，书写随心所欲 作为最适合中国人的手写电脑，E人E本支持100,原笔迹手写，书写随心所欲。3D电磁笔和触控电子纸技术的完美结合，复活了书写艺术。笔到划到、粗细快慢、颜色变换、行云流水;钢笔、毛笔、铅笔，随心变化;会议纪要、行程安排、事务备忘、心情日记，通通一挥而就，畅快淋漓。E人E本让你彻底告别鼠标键盘，演绎笔端神奇。 其次是对E人E本受众群体的分析: 掌上电脑 (简称PDA )产品兼具个人消费品和高科技产品两类产品的特性。作为高科技产品而言，目前PDA产品的生命周期正处于从早期消费者市场到大多数消费者市场过渡的鸿沟阶段。而早期消费者市场的结束也标志着市场(主要指中端PDA市场)从以产品为中心转向以市场为中心，这一时期市场特征的改变标志着消费群体定位和厂商营销策略都将发生改变。 经过市场调研和研究，我们发现产品的目标细分市场有如下特征: (1)男性居多，年龄在20 – 45之间 (2)工作比较繁忙的商务人士，并有广泛的社会关系 (3)新产品的最先试用者，也是更换频率非常快的人士 (4)有较好的经济基础 (5)特殊行业人士，比如IT专业人士、政府官员、年轻的经理人、股民、新闻工作者、外企职员等。 经分析，我们可以发现E人E本的目标消费者具有以下的心理特征: (1)喜欢成就感，追求卓越，领导他人 (2)对技术敏感，标新立异，领导技术潮流 (3)喜欢操作简单的产品 culture and entertainment venues, fitness centers, has a good ecological environment, job security measures), these requirements are very straightforward, specific standards, also has a clear direction, more easily by a superior examination. Poverty assessment is to look at the per capita net income of the poor end of 2015 standards is ... ... Yuan, higher standards is poverty. Superior acceptance to entrust a third party institution from HouseImplementation. After acceptance, also through spot checks, visits, telephone surveys looking activities. This means that our achievements have been recognized by the poor for poverty alleviation through acceptance, which we put forward higher requirements for poverty eradication. Therefore, the County Office for poverty alleviation to evaluation efforts in this regard. To implement the grid management model, integrating poverty alleviation into grid management, and "make a heart" activity combined package of leading cadres implement monitoring systems for poverty alleviation, each poor households identified a package cost. In this regard, you can design a form, indicating the poor basic causes, current income, poverty, support measures, implementation of support measures, through helping ' income, annual revenue. From now on, protection officers working households, household-by-place. When the examination, which the poor don't have time to get out of poverty, and holding people accountable. Third, on environmental protection in construction of ecological civilization is the focus on one of the six battle this year. Xian Wei proposed to build "green mountains and beautiful, happy and harmonious" new ... ... Target, which is the basis of environmental protection. Do well environmental protection work, we keep the side of the mountains, nor to the masses to create a suitable for residential and business suitable for swimming and raising living and working environment. Last year, we got good grades the environmental work, atmospheric index ranked 4th in the city to obtain eco-compensationaccording to project needs, in accordance with the "channel, use the same, and use" principle, the implementation of project planning, funding and manpower arrangements, avoiding duplication of inputs and waste of resources, effective integration of poverty relief funds ... Here to remind everyone that bundle integration-related funds, aims to concentrate financial resources for big undertakings. Authorities do not think that has less autonomy, pursuing the deregulation of work. This year on the amount of funds on fighting for the departments concerned to increase over the previous year ... and ... respectively. In this regard, the financial Department to dispatch in a timely manner, analyses relevant departments strive for. (E) to implement the poverty assessment responsibilities. Of village-level evaluation is very clear, that is, "five-ten" ("five-way" path, power, through water, through radio, television, information; " Ten "the hanlaobaoshou fields, rich projects, Office kitchen, health services, sanitation system, pre-school education, 以下是E人E本目标消费者的期望: (1)提高效率 (2)方便 (3)自信、领先的的感觉 (4)身份、时尚 (5)求职好奇 通过上面的调查和研究我们可以发现，E人E本目标消费者的生活状态: (1)在移动中经常要处理各种办公事宜 (2)随时发送电子邮件、短信息 (3)随时发送传真、安排确认工作事宜 (4)与人随时保持电话沟通 第三是定价策略: 价格通常是影响交易成败的重要因素，同时又是市场营销组合中最难以确定的因素。企业定价的目标是促进销售，获取利润。这要求企业既要考虑成本的补偿，又要考虑消费者对价格的接受能力，从而是定价策略具有买卖双方双向决策的特征。此外，价格还是市场营销组合中最灵活的因素，它可以对市场作出灵敏的反映。 所以我们对市场生命周期的各个时期所现出的不同现象要做出相应的应对方案。 (一)引入期:采用成本加成定价，成本是企业生产经营过程中所发生的实际耗费，客观上要求通过商品的销售而得到补偿，并且要获得大于其支出的收入，超出的部分表现为企业利润。以产品单位成本为基本依据，再加上预期利润来确定价格的成本导向定价法，是中外企业最常用、最基本的定价方法 二)成长期:采用市场渗透价格，所谓渗透定价是指企业把其创新产品的( 价格定得相对较低，以吸引大量顾客，提高市场占有率。 渗透定价的条件: (1)市场需求对价格极为敏感，低价会刺激市场需求迅速增长。 (2)企业的生产成本和经营费用会随着生产经营经验的增加而下降。 (3)低价不会引起实际和潜在的竞争 (三)成熟期:价格折扣策略，在占据一定市场占有率时的成熟期，为了回报和鼓励购买者，我们给购买者一定比例的价格优惠。具体办法有:数量折扣、现金折扣、功能折扣等。 (四)衰退期:在这一时期，我们采取削价策略，降低价格，尽快消除库存。 第四是渠道选择: 我们为E人E本T1制定的是网上与实体店面的结合的双道销售策略。 首先是网上销售，然而，一个完善的网上销售渠道应有以下三大功能:订货系统、结算方式、配送方式。 (一)订货系统:采用现在流行的“购物车”方式模拟超市，让消费者一边看物品比较选择，一边进行选购。在购物结束后，一次性进行结算。另外，订货系统还提供商品搜索和分类查找功能，以便于消费者在最短时间内找到需要的商品，同时还应对商品提供消费者想了解的信息，如性能、外形、品牌等重要信息。 culture and entertainment venues, fitness centers, has a good ecological environment, job security measures), these requirements are very straightforward, specific standards, also has a clear direction, more easily by a superior examination. Poverty assessment is to look at the per capita net income of the poor end of 2015 standards is ... ... Yuan, higher standards is poverty. Superior acceptance to entrust a third party institution from HouseImplementation. After acceptance, also through spot checks, visits, telephone surveys looking activities. This means that our achievements have been recognized by the poor for poverty alleviation through acceptance, which we put forward higher requirements for poverty eradication. Therefore, the County Office for poverty alleviation to evaluation efforts in this regard. To implement the grid management model, integrating poverty alleviation into grid management, and "make a heart" activity combined package of leading cadres implement monitoring systems for poverty alleviation, each poor households identified a package cost. In this regard, you can design a form, indicating the poor basic causes, current income, poverty, support measures, implementation of support measures, through helping ' income, annual revenue. From now on, protection officers working households, household-by-place. When the examination, which the poor don't have time to get out of poverty, and holding people accountable. Third, on environmental protection in construction of ecological civilization is the focus on one of the six battle this year. Xian Wei proposed to build "green mountains and beautiful, happy and harmonious" new ... ... Target, which is the basis of environmental protection. Do well environmental protection work, we keep the side of the mountains, nor to the masses to create a suitable for residential and business suitable for swimming and raising living and working environment. Last year, we got good grades the environmental work, atmospheric index ranked 4th in the city to obtain eco-compensationaccording to project needs, in accordance with the "channel, use the same, and use" principle, the implementation of project planning, funding and manpower arrangements, avoiding duplication of inputs and waste of resources, effective integration of poverty relief funds ... Here to remind everyone that bundle integration-related funds, aims to concentrate financial resources for big undertakings. Authorities do not think that has less autonomy, pursuing the deregulation of work. This year on the amount of funds on fighting for the departments concerned to increase over the previous year ... and ... respectively. In this regard, the financial Department to dispatch in a timely manner, analyses relevant departments strive for. (E) to implement the poverty assessment responsibilities. Of village-level evaluation is very clear, that is, "five-ten" ("five-way" path, power, through water, through radio, television, information; " Ten "the hanlaobaoshou fields, rich projects, Office kitchen, health services, sanitation system, pre-school education, (二)结算方式:尽量提供多种方式方便消费者选择，同时还要考虑网上结算的安全性，对于不安全的直接结算方式，换成间接的安全方式，如8848网站将其信用卡号和帐号公开，消费者可以自己通过信用卡终端自行转帐，避免了网上输入帐号和密码被丢失的风险。 (三)配送方式:在配送方式选择时，我们为E人E本提供的建议是将配送货物交给专业的第三方物流公司。 此外，E人E本着重打造平铺式4S体验店模式。4S店是E人E本公司为用户提供的4S式服务实体店，所有店面采用统一形象、统一价格、统一培训和统一服务。客户不仅可以完成试用、购买的基本需求，还可同时获得同厂家一样的专业化售后服务与长期的移动办公解决方案，另外，体验店每天都会将用户对产品功能、应用等方面的意见或建议反馈给E人E本厂家，厂家管理与研发部门会基于共性的问题不断改进产品，调整完善甚至是极致化应用功能，包括E人E本在内的公司高层都会为深化某一功能亲自与客户直接沟通探讨，只为给本土高端用户提供最适合的应用。 第五是促销方案: 网络营销是各种营销方式中的最具互动特性的一种，但是要达到良好的营销效果，还需要各种营销方式合理的组合运用。因此我们采用了以活动为主要手段的互动营销。 (一)互动营销目标:(1)树立品牌形象 (2)拉动新品销售 (3)吸引现有PDA用户 (4)提升品牌忠诚度 (二)互动营销方案 推进期:产品的重点推介期，为营销活动主攻阶段，活动以销售促进为主; 铺展期:营销活动仍以销售促进为主，同时兼顾客户忠诚度的维持和其它产品的推介; 回顾期:主要是了解消费者的喜好和使用态度，为商家改进产品和服务提供参考。 (三)应急方案 在风云变化的PDA市场环境中一个固定的营销方案是极具风险的，所以我们制定出了具体的应急方案，在强势竞争品出现时，我们会分析对手的产品及宣传策略，找出T1的优势及卖点，利用我们在网络媒体的较强的优势，在三天之内迅速调整创意及媒体投放，集中传播T1有别于竞争产品的优势及卖点，强调其给消费者带来的利益。 如果竞争品牌率先挑起价格战，E人E本可以向公众传播的信息可以延续以往的高技术含量，很强研发能力，利用在网络媒体的较强的优势，在三天之内迅速调整创意及媒体投放计划，强调T1可以给消费者带来的利益，并侧重T1和消费者之间情感联系的宣传。 culture and entertainment venues, fitness centers, has a good ecological environment, job security measures), these requirements are very straightforward, specific standards, also has a clear direction, more easily by a superior examination. Poverty assessment is to look at the per capita net income of the poor end of 2015 standards is ... ... Yuan, higher standards is poverty. Superior acceptance to entrust a third party institution from HouseImplementation. After acceptance, also through spot checks, visits, telephone surveys looking activities. This means that our achievements have been recognized by the poor for poverty alleviation through acceptance, which we put forward higher requirements for poverty eradication. Therefore, the County Office for poverty alleviation to evaluation efforts in this regard. To implement the grid management model, integrating poverty alleviation into grid management, and "make a heart" activity combined package of leading cadres implement monitoring systems for poverty alleviation, each poor households identified a package cost. In this regard, you can design a form, indicating the poor basic causes, current income, poverty, support measures, implementation of support measures, through helping ' income, annual revenue. From now on, protection officers working households, household-by-place. When the examination, which the poor don't have time to get out of poverty, and holding people accountable. Third, on environmental protection in construction of ecological civilization is the focus on one of the six battle this year. Xian Wei proposed to build "green mountains and beautiful, happy and harmonious" new ... ... Target, which is the basis of environmental protection. Do well environmental protection work, we keep the side of the mountains, nor to the masses to create a suitable for residential and business suitable for swimming and raising living and working environment. Last year, we got good grades the environmental work, atmospheric index ranked 4th in the city to obtain eco-compensationaccording to project needs, in accordance with the "channel, use the same, and use" principle, the implementation of project planning, funding and manpower arrangements, avoiding duplication of inputs and waste of resources, effective integration of poverty relief funds ... Here to remind everyone that bundle integration-related funds, aims to concentrate financial resources for big undertakings. Authorities do not think that has less autonomy, pursuing the deregulation of work. This year on the amount of funds on fighting for the departments concerned to increase over the previous year ... and ... respectively. In this regard, the financial Department to dispatch in a timely manner, analyses relevant departments strive for. (E) to implement the poverty assessment responsibilities. Of village-level evaluation is very clear, that is, "five-ten" ("five-way" path, power, through water, through radio, television, information; " Ten "the hanlaobaoshou fields, rich projects, Office kitchen, health services, sanitation system, pre-school education,