毕 业 论 文
Vivo手机营销模式分析
学 院： 商学院 专 业： 市场营销
班 别: 市销1203班 学生姓名: 张文超 学 号: 12111407093 指导教师: 周涛
2016年6月
山东理工大学本科毕业论文
摘要
1999年，国产手机正式上路；2001年，国内品牌手机不断进步，直到2003年终于占领半边天；2004年，国产手机集体滑坡。期间，历经了两年长久酝酿期，三年时间飞速成长期，一年时间快速失落期。成长快，跌落也快，真是在这潮起潮落之间，让我看到了手机行业的一些规律。
对于国产手机的企业来讲，如何在劣势中翻身，己经成为现在企业管理的关注核心，因为其转变包含了中国企业战略转型和营销创新的绝大部分内容，具有试金石和风向标的作用。
本论文以vivo品牌手机为研究对象，以vivo公司为背景，并且以vivo手机的营销模式以及其相关方面为主要研究内容。论文的基本思路和逻辑结构为:在了解了企业所面临的外部环境和内部环境之后，以4P分析法作为主要工具，通过对vivo手机所具备的优势和目前的市场状况相对比，寻找导致差异的原因，从产品、价格、渠道、促销四个方面，对vivo手机的销售现状进行分析，通过对vivo手机营销模式现状的介绍与分析，对步步高手机存在的问题给予诊断，然后根据所学的知识与实践，提出切合实际的解决方案与策略。
论文在整体结构上分析问题，通过vivo手机的宏观环境、竞争环境、企业内部组织环境进行分析，针对vivo现有的营销模式，讨论vivo现有营销模式的局限性，并进行分析和提出解决方案，力争在提高自我经营管理能力的基础上，使论文成为vivo手机发展中的一重要参考文献。
关键词：
Vivo手机；营销模式；传统营销模式；互联网时代；新O2O营销模式
I
山东理工大学本科毕业论文
Abstract
In 1999, the domestic mobile phone officially on the road; in 2001, domestic mobile phone singing all the way, until 2003, occupy half of the country; 2004, domestic mobile phone collective landslide. Period, after two years of gestation, three years of rapid growth period, a period of rapid loss of a year. Its rise is also fast, its fall is also fast, it is in this fluctuation between, perhaps make us see some of the common law of the development of the industry.
In terms of the national mobile phone companies, how to grow in the valley has becomes the focus of the modern enterprise management, because the fluctuation change almost include all the contents of the strategic transformation of Chinese enterprises and marketing innovation, with touchstone and a wind vane.
This paper takes the vivo company as the background, takes the vivo mobile phone as the research object, the marketing mode of the vivo mobile phone and its related aspects as the main research content. The basic ideas and logical structure is: in the understanding of the internal and external environment of enterprises are facing, to 4P analysis method as the main tool, through the in vivo mobile phone has the advantages and the current market conditions, in contrast to the reasons for the differences in the, from the product, price, channel, promotion four aspects, in vivo mobile phone sales situation analysis, through understanding and analyzing the in vivo mobile phone marketing mode at present, diagnosis of the existing shortcomings and problems, and then according to the knowledge and practice, propose practical solutions and strategies.
Papers on the overall structure of the analysis of the problem, through the phones vivo macroscopic environment, competition environment, the enterprise internal environment analysis, in vivo existing marketing model to discuss the limitations of current marketing mode in vivo, and carries on the analysis and the proposed solutions, and strive to in high self management ability based on, the be in vivo mobile phone development important references. Key word：
Vivo mobile phone; mode of marketing; traditional mode of marketing; Internet era; new O2O mode of marketing
II
山东理工大学本科毕业论文
目录
摘要................................................................................................................................. I Abstract .......................................................................................................................... II 一、绪论........................................................................................................................ 1
（一）课题研究的背景........................................................................................ 1
1.研究背景.................................................................................................... 1 2.研究意义.................................................................................................... 1
（二）国内外研究综述........................................................................................ 2
1.国外研究现状............................................................................................ 2 2.国内研究现状............................................................................................ 2 3.综述 ............................................................................................................ 3 （三）研究方法与研究内容................................................................................ 3
1.研究方法.................................................................................................... 3 2.研究内容.................................................................................................... 3
二、vivo手机营销环境分析 ........................................................................................ 4
（一）vivo公司简介 ........................................................................................... 4 （二）宏观环境分析............................................................................................ 4
1.政策环境.................................................................................................... 4 2.文化环境.................................................................................................... 5 3.技术环境.................................................................................................... 5 4.经济环境.................................................................................................... 6 （三）竞争环境.................................................................................................... 7
1.主要竞争对手............................................................................................ 7 2.Vivo与竞争对手的比较分析 ................................................................... 7 （四）企业内部环境............................................................................................ 8
1.企业文化.................................................................................................... 8 2.组织结构.................................................................................................... 8 三、 vivo公司营销模式分析 ..................................................................................... 9
（一）手机营销模式............................................................................................ 9
1.营销模式的概念与分类 .......................................................................... 10 2.现有手机品牌营销模式分析.................................................................. 11 （二）vivo手机的o2o营销模式 ...................................................................... 12
1.网络推广.................................................................................................. 13 2.线下实体店.............................................................................................. 13 3.消费者...................................................................................................... 14
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山东理工大学本科毕业论文
（三）vivo手机营销模式分析 ......................................................................... 14 1.vivo手机o2o营销模式的创新之处 ..................................................... 14 2.vivo手机的营销模式存在的问题 ......................................................... 15
四、 针对vivo手机存在问题的解决方案 .............................................................. 16
（一）vivo手机营销模式存在问题的解决方案 .............................................. 16
1.产品.......................................................................................................... 17 2.价格.......................................................................................................... 17 3.渠道.......................................................................................................... 17 4.促销.......................................................................................................... 18
五、总结...................................................................................................................... 18 致谢.............................................................................................................................. 19 参考文献...................................................................................................................... 20
IV