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论文编号：	7143
作者编号：	2220101085
上传时间：	2015/5/25 12:49:09
中文题目：	SSK品牌基于渠道创新的营销策略研究
英文题目：	Study on Marketing Strategy of SSK Based on Channel Innovation
指导老师：	吴晓云
中文关键字：	渠道创新 营销策略 SSK品牌 电子商务
英文关键字：	marketing innovation; marketing strategy; brand SSK; electronic commerce
中文摘要：	在信息技术给我国国民经济以及全球经济一体化带来巨大推动作用的今天，新型消费类电子产业进入到了蓬勃发展时期。但是，由于产品性质及形态差异化相对较小，市场接受及变化速度较快等原因使新型消费类电子产业的产品创新及持续发展日益困难，只有将借助渠道差异化才能发挥其最大竞争优势。因此，对消费类电子产业营销渠道及战略进行研究，具有十分重要的现实意义。本文分析了当前我国新型消费类电子产业的市场现状和特点，结合市场营销等有关理论，归纳评述了我国现有消费类电子产业的现存营销渠道模式，并以SSK品牌为研究对象，对其基于渠道创新的营销策略进行了系统的分析。本文采用规范研究和实证研究相结合的形式，对要研究的对象进行了分析和验证，增加研究内容的规范性和理论深度以及研究工作的实践性，重点完成了以下工作：对深圳市大乘科技有限公司及SSK品牌的现状及其所处的行业进行了分析；对SSK品牌所处的电子商务时代以及渠道创新进行了讨论；对传统营销渠道的现状和创新电子商务平台渠道的建立与发展进行了讨论，阐述了消费类电子系列产品的定价方式、价格随市场的浮动如何进行调整以及电子商务渠道下的SSK品牌营销策略等；分析和讨论了SSK品牌的国际化战略以及实现途径。 关键词：渠道创新；营销策略；SSK品牌；电子商务
英文摘要：	In the information technology to our national economy and global economic integration brings huge promotion today, new consumer electronics industry entered a period of vigorous development. However, due to the nature of the product and morphological differentiation is relatively small, the market acceptance and change rapidly due to product innovation and continuous development of new consumer electronics industry increasingly difficult, only will help to channel difference play its biggest competitive advantage. Therefore, study on electronic industry and consumer marketing channels strategy, having very important realistic meaning. This article analyzes the market situation and characteristics of current our country new consumer electronics industry, combined with the theories of marketing, reviews the existing marketing channel mode of China's existing consumer electronics industry, and in the SSK brand as the research object, the channel innovation marketing strategy based on a systematic analysis. This article adopts normative research and empirical research combined form, the object to be studied is analyzed and validated in practice, normative and theoretical depth and research work to increase research content, mainly completed the following work： the status quo of Mahayana Technology Co., Ltd. and SSK brand in Shenzhen city and the industry. Analysis; the SSK brand in the era of e-commerce and the channel innovation is discussed; on the establishment and development of the traditional marketing channel present situation and innovation of e-commerce platform are discussed, the floating how to adjust and e-commerce channels under the SSK brand marketing strategy with the market prices of consumer electronic products pricing,; the SSK brand internationalization strategy and the way to realize the analysis and discussion. Keywords: marketing innovation; marketing strategy; brand SSK; electronic commerce
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