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论文编号：	12763
作者编号：	2320190483
上传时间：	2021/12/8 16:13:29
中文题目：	K 公司智能手表营销策略研究
英文题目：	Research on Marketing Strategy of K Company''s Smart Watch
指导老师：	杜建刚教授
中文关键字：	老年人；智能手表；K 公司；营销策略
英文关键字：	The elderly; Smart Watch; K company; Marketing Strategy
中文摘要：	我国已经进入老龄化社会，老年人口数量正在逐年递增。2020 年第七次人 口普查数据显示，我国 60 岁及以上的老年人口数量为 2.64 亿，占全国人口总量 的 18.7%。2030 年，我国老年人口数量将接近 4 亿，占全国人口总量的 25.5%， 进入深度老龄化社会。我国处于老龄化社会快速增长阶段，推进养老产业健康 发展已经上升为国家战略。 我国现行养老模式表现为“9073”，在老年人的生活方式中，居家养老占 比 90%，社区养老占比 7%，机构养老占比 3%。老年人的子女由于工作、结婚 等原因，无法与父母居住在一起。随着老龄化社会程度的加深，我国独居老人 的数量越来越多，这类老年人的生活照顾成为社会共同关注和亟待解决的问题。 随着 5G、物联网、人工智能等技术的快速发展，智能化养老可以缓解独居 老人的养老压力。智能手表能够监测老年人的身体体征，实现与子女和社区人 员的信息共享，当老年人发生意外时，及时预警和救助。市场上面向老年人的 智能手表种类较少，适老化设计不够，使用体验不好，无法满足老年人的实际 需要。K 公司是一家从事软件技术研发的科技型公司，具备人工智能技术的自主研 发能力，智能语音技术处于全球领先地位，致力于用人工智能技术解决社会刚 需难题。K 公司正不断通过融入新技术，探索提供更人性化、更优质的产品与服 务，让更多老年人更好地享受人工智能带来的美好生活。 本文参照了管理学科中的营销环境分析理论，分析了 K 公司营销宏观环境 和微观环境。基于 K 公司智能手表市场调研得出的结果分析，提出了 K 公司营 销现状存在的问题。基于市场定位和营销组合策略理论构建了相应的营销策略 和实施保障措施，对 K 公司提升产品性能和服务水平，优化营销管理，促进销 售增长，扩大市场份额有一定的参考价值和现实意义。
英文摘要：	China has entered an aging society, and the number of elderly population is increasing year by year. According to the data of the seventh population census in 2020, the number of elderly people aged 60 and over in China is 264 million, accounting for 18.7% of the total population in China. By 2030, China's elderly population will be close to 400 million, accounting for 25.5% of the total population, entering a deep aging society. China is on a fast track of an aging society. Promoting the healthy development of the pension industry has become a national strategy. China's current pension model is "9073". In the lifestyle of the elderly, home-based pension accounts for 90%, community pension accounts for 7% and institutional pension accounts for 3%.Children aren’t able to live with their parents due to work, marriage and other reasons. With the advancing of the aging society, there are more and more elderly living alone in China. Looking after these elderly has become a common concern and urgent problem to be solved. With the rapid development of 5G, internet of things, artificial intelligence and other technology, intelligent elderly care can alleviate the pressure of the elderly living alone. Smart watches can be used to monitor the physical signs of the elderly, share information with children and community staff, and timely warn and help the elderly in case of accidents. Since there are limited types of smart watches for the elderly on the market, the functions are insufficient, and the user experience is not good, which can not meet the actual needs of the elderly. K Company is a science and technology company engaged in software technology research and development. It has the independent research and development ability of artificial intelligence technology. Intelligent voice technology is in a leading position in the world. It is committed to using artificial intelligence technology to solve the problems just needed by the society. K Company is constantly striving to provide more humanized and high-quality products and services by introducing new technologies, so that more elderly people can better enjoy the wonderful life brought by artificial intelligence technology. II Abstract Referring to Marketing environment analysis theory in management discipline, this paper analyzes the marketing macro environment and micro environment of K company. Based on the analysis of the results of K company's smart watch market research, this paper puts forward the existing problems of K company's marketing status. Referring to the theory of market positioning and marketing portfolio strategy, this paper builds the marketing portfolio strategy and implementation guarantee measures of K company's smart watch, which is of theoretical and practical significance for K Company to improve product performance and service level, optimize marketing management, promote sales growth and expand market share.
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