关于手机营销模式的文献综述 2015

关于网络营销的文献综述网络营销的文献综述1、引言在当今数字化时代，网络营销已成为企业推广和品牌建设的重要手段。

本文综述了网络营销的相关文献，旨在帮助读者了解网络营销的基本概念、方法和实施策略。

2、网络营销的定义2.1 网络营销的概念网络营销是指利用互联网和数字技术手段，通过对潜在客户进行精准定位和个性化推广，达到商品销售、品牌建设和客户留存等目标的营销活动。

2.2 网络营销的发展历程这一部分将回顾网络营销的发展历程，并介绍网络营销在不同阶段的特点和趋势。

3、网络营销的市场环境分析3.1 PESTEL模型分析利用PESTEL模型对网络营销的宏观环境进行分析，包括政治、经济、社会、技术、环境和法律因素。

3.2 SWOT分析运用SWOT分析法评估网络营销的优势、劣势、机会和威胁。

4、网络营销的基本要素4.1 网站设计和优化讨论网络营销中网站的设计原则、用户体验优化和搜索引擎优化的重要性。

4.2 内容营销阐述内容营销的概念、步骤和关键要素，并介绍有效的内容创作和传播策略。

4.3 社交媒体营销探讨社交媒体营销的原理和方法，如何有效运用社交媒体平台推广产品和服务。

4.4 搜索引擎营销介绍搜索引擎广告（SEA）和搜索引擎优化（SEO）的基本原理和实施策略。

5、网络营销的关键成功因素5.1 强大的品牌形象讨论品牌形象的建设和管理对网络营销成功的重要性。

5.2 数据驱动决策强调数据分析和数据驱动决策在网络营销中的应用。

5.3 良好的客户关系管理探讨如何通过有效的客户关系管理建立和维护客户忠诚度。

5.4 创新的营销策略着重介绍创新营销策略的重要性和一些成功的案例。

6、网络营销的挑战与未来发展6.1 面临的挑战介绍网络营销面临的一些挑战，如信息泛滥、竞争激烈等。

6.2 未来发展趋势探讨网络营销的未来发展趋势，如移动营销、智能营销等。

7、结论总结网络营销的基本概念、方法和实施策略，并强调网络营销在当前商业环境中的重要性。

关于网络营销的文献综述前言随着互联网的兴起与普及，企业开始越来越多地开展基于网络的营销实践，网络营销成为二十一世纪企业营销的主流。

1994年美国两位律师利用互联网发布广告发到多个新闻组赚到了10万美元。

这奠定了世界网络营销史的开端。

在中国，网络营销自1997年诞生之后，短短数十年间逐步走向正规化的发展道路。

理论方面来看，相关的书籍和已经有很多了。

从实践方面来看，中国的网络营销正在逐步充塞各类市场（丽霞，2012）。

目前，我国网络营销发展到了一个新的阶段，出现了新特点：一是网络营销迎来搜索引擎营销时代，二是网络会员制营销得到快速发展，现在的网络会员制营销已经在国大型网络公司获得了广泛应用。

三是网络营销服务市场初步形成，且增长迅速，成为网络经济最坚实的基础（英，2006）。

尽管如此，作为一项新生事物，从理论到实践，不可避免地存在一些缺陷，有待于进一步的完善与发展。

与发达国家相比，我国网络营销发展的总体水平还较低，仍停留在起步阶段。

无论在信息基础设施建设、应用水平，还是在网络营销认识度、参与程度等方面，都远远落后于发达国家。

本文旨在将我国有关网络营销研究的文献资料进行整理综述，分类呈现，以期能够掌握网络营销发展的最新动态和趋势，为企业开展网络营销实践和将来的理论研究提供依据借鉴。

一、网络营销的含义不同的研究学者从不同的角度对网络营销的含义进行了阐述，主要可以概括为以下两个类型。

（一）将网络作为营销的一种手段从新、王学军（2001）认为，网络营销就是利用网络进行的营销活动，它随技术的发展而发展。

田月龙、林红（2008）认为，网络营销(Network Marking)，是指以互联网为主要手段进行的，为达到一定营销目标的营销活动。

它是企业整体营销战略的一个组成部分，借助于互联网特性来实现一定营销目标的一种营销手段。

广义地说，凡是以互联网为主要手段进行的，为达到一定营销目标的营销活动，都可称之为网络营销。

廖兰秋（2009）认为，网络营销指通过应用、网络广告、电邮、手机、传输数字电视等各种数字技术来达到营销目的的销售方式。

国内外智能手机营销策略分析论文国内外智能手机营销策略分析论文摘要：随着人们生活水平的提升，手机已经成为学习、工作、生活必备品，给人们的思想观念和生活方式带来巨大的影响。

自iPhone 智能手机被推出以后，我们进入了智能手机时代。

世界各大手机制造商不断推出样式不同、功能不同的智能手机，智能手机市场竞争越发激烈。

本文以国外的苹果手机、三星手机和国内的小米手机为例，从渠道、促销、价格、产品等层面就这三种智能手机的营销策略展开对比。

关键词：国内；国外；智能手机；营销策略；比较随着智能手机在人们生活中占据的比重越来越大，智能手机市场的竞争也越来越激烈。

为了抢占市场，获得竞争优势，各大手机制造商迎合人们的需求不断推陈出新，同时也在营销策略上不断创新。

就目前整体情况来看，三星、苹果和小米手机比较受大众欢迎，基于此，笔者以这三种手机为例，就它们的营销策略进行分析和比较。

一、国外以苹果、三星为代表的营销策略分析（一）苹果手机营销策略分析①口碑营销策略。

在制定营销策略的时候，苹果手机就将口碑营销作为一项重要的策略去执行。

苹果企业售卖的不仅仅是智能手机本身，更是一种特立独行的企业文化。

②极端的饥饿营销。

与传统意义上的饥饿营销相比，苹果手机采取的饥饿营销方式有所不同，它采取的是极度饥饿营销策略。

在一开始的时候，苹果手机对于新产品的信息不会透露一丝一毫，仅仅告诉大众不久就有新产品问世，在接下来很长一段时间内，对于新产品的信息可以说是几乎接近于零，人们迫切的等待，在人们焦急的等待中，苹果企业突然召开发布会，对产品进行简单介绍，然后各种有关于新产品的信息铺天盖地而来，这种极端的反差让很多的“果粉”仿佛久旱逢甘霖，最终激起消费者的购买欲望。

③产品差异化。

一直以来，“超一流的产品会给消费者带来超一流的体验”是苹果公司始终坚持的服务理念，苹果企业重视任何一款产品并坚持实施精品战略。

④情感经济。

苹果企业当初提出，总有一天，“情感经济”将会取代“理性经济”，这一观点也逐渐变成现实。

浅析手机市场营销的论文近年来，手机市场发展迅猛，竞争角逐日趋激烈，普及率逐渐提高，手机已然成为人手必备的产品。

然而现有的手机市场营销策略仍有很多地方存在着问题。

下面是店铺给大家推荐的浅析手机市场营销的论文，希望大家喜欢!浅析手机市场营销的论文篇一《华为手机市场营销策略研究》[摘要]近年来，手机市场发展迅猛，竞争角逐日趋激烈，普及率逐渐提高，手机已然成为人手必备的产品。

华为在近几年的发展中，业务逐渐全面、市场逐渐完善，但是在全面开拓市场方面仍有很多地方存在着问题。

文章对华为手机进行研究，运用了市场营销4P理论对华为手机的产品、价格、促销、渠道的现状以及存在的问题进行分析，并根据华为公司现有的市场营销策略存在的问题提出合理化的建议。

这些建议有助于华为手机的发展运营，并能为相关企业提供有参考价值的信息。

[关键词]华为手机;4P理论;市场营销策略[DOI]1013939/jcnkizgsc2015360251研究背景如今全世界手机行业约50%的市场份额都被三星、苹果两家公司分割了，获取了超过95%的利润。

美国知名分析机构Strategy Analytics在全球手机市场的调查报告中称，三星在2013年的出货量达到3198亿台，占据了全球三成的市场份额。

而苹果共出货153亿台智能手机，市场份额是15%，虽然市场份额与2012年相比下降4%，但苹果将依然主导着高端手机市场。

手机出货量排名第三的华为手机，出货量为5040万台，占据51%的市场份额。

显然，华为凭借超高水平技术及产品品牌优势挤进前三名，但其利润比苹果和三星公司要低很多，即使有较高的市场份额和销售量，实际盈利能力却不足。

本文正是在这种背景下浅析华为的产品、价格、渠道、促销现状及存在的问题，并对华为未来的发展提出有针对性的建议。

2华为的市场营销策略现状2.2策略华为公司很重视其产品，一个企业的产品在开发市场、占领市场阶段起着关键作用。

华为发展到今天这样一个国际型大企业是有其高明之处的，不管是在期初时的产品导向阶段，还是现如今的市场导向阶段，华为的产品策略始终持有一个原则，便是“以顾客的需求为风向标，研发出其需要的产品”。

手机营销策略文献综述
手机营销策略是指利用手机和移动互联网技术，通过短信、移动应用、社交媒体等方式进行产品或服务的推广和销售的一种营销手段。

本文献综述将从手机营销的特点、策略以及影响因素等方面进行综述。

首先，手机营销的特点是其高度个性化和定位精准。

手机作为个人物品，具有直接接触用户的能力，可以通过使用用户数据进行分析和 tracking 来了解用户的兴趣、需求和行为，从而制
定个性化的推荐和营销策略。

其次，手机营销的策略包括多种方式和手段。

短信营销是较为传统的手机营销方式，通过短信向用户发送广告、促销活动等信息。

移动应用是一种更加新颖和互动性更强的手机营销方式，通过设计和开发手机应用程序，向用户提供产品、服务和推广信息。

社交媒体则是通过在社交平台上发布广告、促销信息和与用户互动，提高品牌知名度和用户粘性。

此外，手机营销还受到多种因素的影响。

用户需求和行为是决定手机营销成功与否的关键因素之一。

了解用户的兴趣、需求和行为，根据用户群体的特点制定相应的营销策略，能够提高用户的满意度和购买意愿。

同时，移动互联网技术的发展也为手机营销提供了新的机遇和挑战，如人工智能、大数据等技术对手机营销的发展起到了重要作用。

综上所述，手机营销作为一种新型的营销手段，具有个性化和定位精准的特点。

手机营销策略包括短信营销、移动应用和社
交媒体等多种方式和手段。

用户需求和行为以及移动互联网技术的发展是影响手机营销成功与否的重要因素。

未来，随着技术的不断进步，手机营销将继续发展壮大，并与其他渠道相互融合，为企业带来更多的营销机会。

网络营销文献综述随着互联网技术的飞速发展，网络营销已经成为企业营销战略中不可或缺的一部分。

网络营销以其独特的优势，如低成本、高覆盖、精准定位等，改变了传统营销的格局。

为了深入了解网络营销的现状和发展趋势，本文对相关文献进行了综合梳理和分析。

一、网络营销的定义和特点网络营销是指借助互联网技术和平台，通过各种数字化手段来实现营销目标的一种营销方式。

与传统营销相比，网络营销具有以下显著特点：1、全球性和无边界性互联网打破了地域和时间的限制，企业可以在全球范围内开展营销活动，接触到更广泛的潜在客户群体。

2、互动性和个性化网络营销能够实现企业与消费者之间的实时互动，消费者可以根据自己的需求和偏好定制产品或服务，企业也能根据消费者的反馈及时调整营销策略。

3、低成本和高效率相较于传统营销方式，网络营销在广告投放、市场调研等方面的成本相对较低，且能够更快速地传播信息，提高营销效率。

4、数据驱动和精准定位通过大数据分析，企业可以精准地了解消费者的行为和需求，从而实现精准营销，提高营销效果。

二、网络营销策略1、搜索引擎优化（SEO）通过优化网站内容和结构，提高网站在搜索引擎中的排名，增加网站的流量和曝光度。

2、社交媒体营销利用社交媒体平台，如微信、微博、抖音等，发布有价值的内容，吸引用户关注，建立品牌形象，促进产品销售。

3、内容营销通过创建和分享有吸引力、有价值的内容，如文章、视频、图片等，吸引潜在客户，并将其转化为实际客户。

4、电子邮件营销向潜在客户和现有客户发送个性化的电子邮件，推广产品或服务，维护客户关系。

5、在线广告包括搜索引擎广告、展示广告、视频广告等，通过付费的方式在互联网上展示广告，提高品牌知名度和产品销量。

三、网络营销的优势和挑战（一）优势1、降低营销成本网络营销减少了中间环节，降低了人力、物力和财力的投入。

2、增强市场拓展能力企业能够突破地域限制，迅速进入新的市场，扩大市场份额。

3、提高客户满意度个性化的服务和及时的互动，有助于满足客户需求，提高客户忠诚度。

关于手机市场营销的论文市场营销是个人和集体通过创造产品和价值，并同别人自由交换产品和价值，来获得其所需所欲之物的一种社会和管理过程。

下面是店铺为大家整理的关于手机市场营销的论文，希望大家喜欢!关于手机市场营销的论文篇一《浅析小米手机营销策略》【摘要】以小米手机的营销策略为主要研究重点，并结合市场营销理论，分析小米手机的成功运用并对企业的重要性。

【关键词】小米手机营销策略智能手机一、小米营销策略分析1.产品策略。

小米手机的销售群体主要是针对发烧友和年轻的消费者。

核心卖点主要就是要高配置、高性价比，为发烧友而生。

软硬件相对的都符合国人的习惯。

但其定位可以说是一种“伪”定位，相对而言，小米手机主要是针对有两部手机的年轻人，重要作用是取代两部手机中比较廉价的那部。

这种把一个简单的产品复杂化的做法，会使得某些潜在的顾客保持一定的观望态度，进而会损失这些潜在的客户。

前期小米手机主要是依靠发烧友带动销售量，但是虽然主要销售对象就是发烧友和对产品忠诚度不高的年轻人，但不等同于说“小米手机就是发烧友手机”小米手机产品的生产研发得到了“发烧友”的参与，目的也是会为了其产品的造势，使其未初出就热起来，达到一定得之知名度的效果。

这种生产模式，确实达到了很好的效果。

其主要是想通过这种让消费者参与的销售模式，从而达到取悦消费者的目的，勾起消费者的消费欲望。

2.定价策略。

小米主打手机的销售价格为1999元，相对于其高配置的硬件，其价格是机具诱惑和性价比的。

从生产成本来看，其在相当长的一段时间里是不会考虑降价的问题，从而促销产品的。

这是因为小米对自己的产品与相当大的足够强的自信以及全面的市场分析。

3.促销推广政策。

借鉴苹果手机的销售策略和方法，前期已经达到了目的，赚足了人们的眼球，也勾起了很多人的购买欲望。

这并不是什么公司都可以的效仿的。

在其传播的方法上，主要是依靠和借助互联网的传播速度快，涉及的范围广的特点，大肆渲染其产品的。

网络营销文献综述第一点：网络营销的定义与发展网络营销，又称在线营销或电子营销，是指利用互联网和数字设备进行产品和服务的推广、销售和客户服务的过程。

随着信息技术的飞速发展，网络营销已经成为企业竞争战略中不可或缺的一部分。

从20世纪90年代中期互联网商业化起步至今，网络营销经历了从简单的信息发布到全面整合营销的演变。

早期的网络营销主要通过建立企业网站、发布产品信息等方式进行，随着网络技术的进步和社交媒体的兴起，网络营销的手段和形式也日益丰富。

现在，企业不仅可以通过搜索引擎优化（SEO）、内容营销、社交媒体推广等方式提高品牌知名度，还可以通过电子邮件营销、网络广告、在线公关等多种手段实现与消费者的互动和沟通。

网络营销的发展还体现在其对传统营销方式的补充和革新上。

相对于传统营销的单向传播和有限的互动性，网络营销具有更高的个性化程度和更广的覆盖范围。

它不仅能够帮助企业降低营销成本，提高效率，还能够根据用户行为数据进行精准定位，实现更加个性化的营销策略。

第二点：网络营销的主要策略与实践在网络营销的实践中，企业通常会采用多种策略组合以达到最佳的市场推广效果。

以下是一些主要的网络营销策略：1.内容营销：通过创造和分享有价值、相关和连贯的内容，来吸引和留住明确的目标受众群体，并最终驱动盈利性的客户行动。

内容可以包括博客文章、视频、信息图表、电子书等。

2.搜索引擎优化（SEO）：通过优化网站内容和结构，提高网站在搜索引擎中的自然排名，从而吸引更多的有机流量。

SEO包括关键词优化、网站结构优化、内外链建设等。

3.社交媒体营销：利用社交媒体平台来提升品牌知名度、增加品牌忠诚度、提高客户转化率。

企业可以通过发布更新、参与讨论、举办活动等方式与用户互动。

4.电子邮件营销：通过发送电子邮件来促进产品或服务的销售，保持与客户的联系，并鼓励客户回购。

有效的电子邮件营销需要精准的目标客户列表、吸引人的内容和合理的发送频率。

5.网络广告：通过在互联网上购买广告空间，展示广告内容以吸引潜在客户。

本文档包括改专题的：外文文献、文献综述一、外文文献Consumer perceptions of mobile phone marketing: a direct marketing innovationRoach, GemmaIntroductionDuring the past decade, innovative marketing communication channels that deliver relevant and personalised messages to target audiences, have emerged as major components in the direct marketing programs of many organizations ([20] Harmon et al. , 1999; [54] Watson et al. , 2002). In particular, the internet, alongside ubiquitous devices such as the mobile phone, is facilitating new channels for reaching and interacting with consumers ([33] Moffett et al. , 2002; [52] Trappey and Woodside, 2005; [55] Xu, 2006). Despite these apparent opportunities, technological complexities and privacy issues surrounding the implementation of mobile phone marketing have meant its diffusion within the Australian marketplace has been comparatively slow ([21] Howarth, 2007).The fast pace of development within the mobile commerce industry has brought about a new field of academic research, in which studies have examined the variety of factors influencing the acceptance of mobile phone marketing from both consumer and organization perspectives. However, the current literature remains largely inconsistent and fragmented. One major research stream focuses on consumer acceptance and adoption of mobile services in general, such as multimedia messaging service, online gaming and other wireless services ([18] Foulds and Burton, 2006; [22] Hung et al. , 2003; [24] Kleijnen et al. , 2004). Another more specific field of research focuses on consumer perceptions and attitudes towards the use of the mobile phone for marketing and commercial application ([3] Barnes and Scornavacca, 2004; [4] Barwise and Strong, 2002; [5] Bauer et al. , 2005; [10] Carroll et al. , 2007; [26] Leppäniemi and Karjaluoto, 2005).Overall, literature within the latter stream has revealed several internal and external factors that influence consumers' acceptance of this direct marketing medium. For example, a number of scholars have argued that a consumer's adoption of mobile phone marketing is likely to be influenced by their acceptance of the mobile phone itself ([3] Barnes and Scornavacca, 2004; [5] Bauer et al. , 2005; [15] Dickinger et al. , 2004). Additionally, in one of the field's first empirical studies, [4] Barwise and Strong (2002) found that when incentives were offered, almost allrespondents were satisfied with receiving advertisements sent to them via short message service (SMS). More recently, [32] Merisavo et al. (2007) examined the drivers of SMS advertising acceptance among Finnish consumers. Through large-scale survey research (n =4,062) they found that the usefulness and context of the message were significantly associated with consumer acceptance of advertising sent via this medium.The primary focus of this research is on three innovation attributes found by [51] Tornatzky and Klein (1982) to exert significant influence over an individual's adoption decision: relative advantage, compatibility and complexity. Relative advantage refers to the degree to which an innovation is perceived as being better than the innovation it replaces; compatibility refers to the degree that an innovation is considered compatible with the existing values, past experiences and needs of the potential adopter; and complexity refers to the level of complexity associated with understanding and using the innovation ([47] Rogers and Shoemaker, 1971). These three innovation attributes form a significant part of [46] Rogers's (1995) innovation attribute framework, which suggests that an individual's combined perception of the innovation's attributes will largely drive their adoption decision. In the past, researchers have used this, and other innovation diffusion theories to explain the adoption of technology driven innovations and for understanding consumer behavior in relation to new product development ([12] Chen et al. , 2002;[14] de Ruyter et al. , 2001; [22] Hung et al. , 2003).While [46] Rogers's (1995) innovation attribute theory offers a valid context for examining consumer adoption of mobile phone marketing, [50] Thong (1999) advises researchers combine [46] Rogers's (1995) theory with other constructs to provide a richer and potentially more explanatory model. For this reason, the proposed relationship between a consumer's level of involvement with their mobile phone (i.e. product involvement) and their adoption of mobile phone marketing will also be examined by this study.Consumers' perceptions of the three attributes listed above in the context of mobile phone marketing will form the basis for answering two principal research questions namely:RQ1. To what extent are consumer perceptions of innovation attributes associated with their adoption of mobile phone marketing?RQ2. And which, if any, innovation attribute has the greatest effect on consumer adoption of mobile phone marketing?A further research question regarding the relationship between a consumer's involvement with their mobile phone and their adoption of mobile phone marketing will also be examined:RQ3. To what extent does a consumer's involvement with their mobile phone affect their adoption of mobile phone marketing?The next section turns to consider the conceptual framework and associated hypotheses that underpin this research.2 Conceptual framework and hypothesesA review of the literature relevant to this study covered four main areas. First, the extant research in the field of mobile phone marketing was reviewed. This was followed by a consideration of the theory behind innovation adoption and the core innovation attributes. Finally, the literature relating to the concept of product involvement and how this may influence a consumer's perception of an innovation was examined.2.1 Mobile phone marketingA diverse range of definitions for the broad concept of mobile marketing exist ([35] Mort and Drennan, 2002; [44] Pousttchi and Wiedemann, 2006; [48] Salo and Tähtinen, 2005). In view of these, mobile phone marketing is defined here as the use of mobile phones to provide consumers with time and location specific, personalised information, which promotes goods, services and ideas. The novel status of the mobile phone as a one-to-one communication device suggests mobile phone marketing is reminiscent of an innovative form of direct marketing.Several researchers have studied the factors which influence consumer acceptance of marketing messages sent via this medium ([3] Barnes and Scornavacca, 2004; [4] Barwise and Strong, 2002;[5] Bauer et al. , 2005; [10] Carroll et al. , 2007; [23] Kavassalis et al. , 2003; [26] Leppäniemi and Karjaluoto, 2005). Overall, their findings reveal consistent support for three main elements: whether the user has given their permission to receive marketing messages to their mobile phone; the level of control the service provider maintains during the transaction, and extent to which the user trusts the brand being marketed.A similar stream of literature has found the characteristics of the marketing message and its delivery to be key factors driving the consumer's level of acceptability ([32] Merisavo et al. , 2007;[52] Trappey and Woodside, 2005). However, until now, there has been little research dedicated to exploring the nature of this medium, and whether this influences a consumers' decision to acceptor reject marketing communications sent directly to their mobile phone.2.2 Innovation adoptionInnovation adoption refers to "a decision to make full use of an innovation as the best course of action available" ([46] Rogers, 1995, p. 21). In studies relating to an innovation's diffusion within society, researchers have proposed a number of models that aim to predict the rate of adoption and an individual's adoption decision, according to the innovation attributes and the personal characteristics of the potential adopter.The dominant theoretical framework for analysing the relationship between an innovation's attributes and its rate of adoption is the diffusion of innovation (DOI) model developed by [46] Rogers (1995). Essentially, [46] Rogers' (1995) DOI theory suggests that when a concept is perceived as new, an individual utilises communication tactics within their social systems to arrive at a decision point of either adoption or rejection of the innovation. The innovation's attributes or characteristics serve as an important influence over the individual's adoption decision and the speed of innovation diffusion within society. In broad terms, [46] Rogers' (1995) innovation attribute framework suggests that if a potential adopter holds positive perceptions of the combined innovation attributes, then they will be more likely to adopt, or accept, the innovation. Previous researchers have suggested that [46] Rogers' (1995) DOI model is easy to use, offers mutually exclusive and exhaustive categories allowing results to be compared, and is a suitable framework for replicating and generalizing innovation adoption across studies ([8] Black et al. , 2001; [30] Mahajan et al. , 1990).In recent years, the vast majority of innovation diffusion studies have focused on the adoption of technology or tangible products. For example, a number of scholars have used [46] Rogers's (1995) framework for studying consumer adoption of innovative product technologies (see for example, [18] Foulds and Burton (2006) for multimedia messaging services; [24] Kleijnen et al. (2004) for mobile gaming; [28] Lin and Yu (2006) for the internet as a communication channel; [42] Pedersen (2005) for mobile internet services). In comparison, there are fewer studies that have concentrated on the adoption of intangible, process-like innovations, such as ideas, concepts or services. Here, the researcher has conceptualised mobile phone marketing to be a process-like innovation, which distinguishes it from the mobile phone; a product innovation.2.3 Innovation attributes[46] Rogers (1995) considers that an individual's combined perception of the five innovation attributes (relative advantage, compatibility, complexity, trialability and observability) will largely drive the individual's adoption decision. As mentioned previously, the innovation attributes applicable to mobile phone marketing in this study are: relative advantage, compatibility and complexity. The remaining two attributes; trialability and observability, refer to the degree to which an innovation can be experimented with prior to its adoption, and the degree to which the results of the innovation are visible to others ([47] Rogers and Shoemaker, 1971). These two attributes were excluded from this study because mobile phone marketing cannot be experimented with by the consumer prior to their adoption, and the results of mobile phone marketing are not directly visible to the rest of society.By definition, relative advantage refers to the degree to which an innovation is perceived as being better than the idea it supersedes ([47] Rogers and Shoemaker, 1971). In the context of mobile phone marketing, relative advantage is conceptualised as the degree to which consumers perceive this channel to be better than its alternatives, such as direct mail and email.The current innovation literature has established that relative advantage is one of the best and most consistent predictors of innovation adoption ([39] Onkvisit and Shaw, 1989; [43] Plouffe et al. , 2001; [45] Robinson, 1990; [49] Teo and Pok, 2003; [51] Tornatzky and Klein, 1982). For instance, in the context of mobile service innovations, [49] Teo and Pok (2003) found support for a relationship between consumer perceptions of relative advantage and their adoption of wireless application protocol (W AP) enabled mobile phones. Prior to this, [43] Plouffe et al. (2001) found both consumers' and merchants' perceptions of relative advantage were a key driver of their intentions to adopt a new electronic payment system. In view of these findings and the perceived advantages of receiving marketing communications via a mobile phone, it is proposed that a consumer's perception of the relative advantages associated with mobile phone marketing will be positively related to their adoption decision:H1. Relative advantage is positively and significantly related to consumer adoption of mobile phone marketing.The second innovation attribute to be examined in this study is compatibility, which describes the degree to which to an innovation is perceived as compatible with the existing values, past experiences and needs of potential adopters ([47] Rogers and Shoemaker, 1971). In terms ofmobile phone marketing, this construct may simply denote a consumer's familiarity, or level of comfort with this type of direct marketing. Prior research has established a clear and consistent relationship between compatibility and the adoption of technology driven innovations ([1] Agarwal and Prasad, 1997; [8] Black et al. , 2001). Outside of this, user permission and their control of communication have also been found to be key drivers of consumer acceptance of mobile phone advertising ([3] Barnes and Scornavacca, 2004; [4] Barwise and Strong, 2002). Within this study, the personal nature of the mobile phone suggests that the degree of compatibility between a consumer's own values, and that which they perceive to be associated with mobile phone marketing, will be positively related to their adoption decision:H2. Compatibility is positively and significantly related to consumer adoption of mobile phone marketing.The final innovation attribute to be incorporated into this study is complexity, which refers to "the degree to which an innovation is perceived as relatively difficult to understand and use" ([47] Rogers and Shoemaker, 1971, p. 154) and is considered by many to be a close substitute to the "perceived ease of use" factor acknowledged in [13] Davis's (1989) technology acceptance model. Several studies have established a clear association between complexity and innovation adoption ([24] Kleijnen et al. , 2004; [40] Pagani, 2004; [49] Teo and Pok, 2003). Given the perceived intricacies associated with mobile phone technology, it is proposed that consumer perceptions of complexity will be negatively associated with their adoption of mobile phone marketing:H3. Complexity is negatively and significantly related to consumer adoption of mobile phone marketing.2.4 Product involvementThe concept of product involvement has received widespread attention in the marketing realm since the 1980s, particularly in relation to advertising and consumer behavior ([2] Andrews et al. , 1990; [37] Neal et al. , 2004). Product involvement refers to the way in which consumers view different product categories, with regards to their feelings, thoughts and behavioral responses ([19] Gordon et al. , 1998). In the field of consumer behavior, previous researchers have found that a consumer's level of product involvement can influence their behavior through its affect on information search and processing ([2] Andrews et al. , 1990; [9] Bloch et al. , 1986; [31] Mantel and Kardes, 1999).Of particular relevance is a study by [6] Bauer et al. (2006), who found strong support for the relationship between consumer decision-making styles and product involvement across a number of product categories. In particular, they described three main factors influencing the consumer's level of product involvement: importance; pleasure and sign value. From a somewhat different perspective, [16] Drossos et al. (2007) stated that a consumer's attitude towards SMS advertising differed according to whether the product being advertised was a high or low involvement product.Within this research setting, it is surmised that mobile phones are an effective and efficient channel for companies to communicate product and promotional information to consumers, thus influencing their adoption decision. Accordingly, consumers who place considerable importance and sign value on their mobile phone (for example, enjoy having the latest model) are more likely to perceive mobile phone marketing to be compatible with their lifestyle and preferences. Thus, it is proposed that a consumer's level of involvement with their mobile phone will influence their decision to adopt or reject marketing communications sent via this channel:H4. Product involvement is positively and significantly related to consumer adoption of mobile phone marketing.3 Research methodologyIn addressing the aforementioned research questions and hypotheses, a deductive, quantitative methodological approach was adopted. Data were collected from a non-random sample of undergraduate university students at an Australian institution. Undergraduate students were chosen primarily for their accessibility, but additionally because they represent a key target market for mobile phone marketing due to the majority having grown up in the technological age. A self-administered questionnaire was developed, and then pretested with a separate group of respondents to enhance its overall design. Results of the pretest revealed minor instances of ambiguous wording (which were subsequently changed) and confirmed the expected completion time for the questionnaire. To ensure a common frame of reference, the opening section of the questionnaire contained a definition and brief explanation of mobile phone marketing. A total of 271 questionnaires were distributed in August 2007, of which 254 were returned and deemed valid for data analysis, representing a response rate of 93.7 per cent. [7] Bernard (2000) suggests that a valid response rate for face-to-face surveys, as were used here, is approximately 80 per cent.Each of the independent variables and the dependent variable were measured in subsequent sections of the questionnaire. Demographic data were also collected, to allow the researcher to obtain a deeper understanding of the participants' responses. As shown in Table I [Figure omitted. See Article Image.], the majority of respondents were aged 20 years and under (44.1 per cent) with an additional 41.3 per cent aged between 21 and 25 years old. More than 75 per cent earned an annual gross income of $20,000 or less, which was expected given the undergraduate student status of the sample.The innovation attributes of relative advantage and complexity were measured using multi-item index scales, which were modified versions of those used in other empirical studies of technology driven innovations ([13] Davis, 1989; [32] Merisavo et al. , 2007; [34] Moore and Benbasat, 1991;[41] Pavlou, 2003). Compatibility, the third innovation attribute, was also measured with a multi-item scale. However, in this instance, the scale was originally developed by the researcher to suit the unique requirements of the current research setting. Although the researcher examined several measurement scales for this construct, many of the already established items could not be suitably modified to measure an individual's compatibility with an intangible, service-like innovation such is mobile phone marketing.A consumer's level of involvement with their mobile phone (i.e. product involvement) was measured using a modified version of the multi-item index used by [6] Bauer et al. (2006), which reflected the importance, pleasure, and sign value a consumer places on a particular product. Finally, the dependent variable, consumer adoption of mobile phone marketing, was measured by three items reflecting the consumer's perception of, and commitment to, mobile phone marketing. In all cases, a seven-point Likert scale was used, where 1="strongly disagree" and 7="strongly agree".Prior to performing correlation and regression analysis on the data, all five measurement scales were subject to exploratory principal components factor analysis with varimax rotation. [17] Field (2005) suggests that this is an appropriate method for checking the validity of questionnaire items. The results of the factor analysis revealed that all three items used to measure consumer adoption of mobile phone marketing loaded substantially (>0.40) on the extracted factor. In addition, all but three of the 15 items used to measure the innovation attributes loaded substantially on their respective factors. Thus, nearly all of the dimensions initially proposed by the researcher wererepresented.An exploratory principal components factor analysis was also performed on the five items used to measure the participants' involvement with their mobile phone. This analysis generated one principal component with an eigenvalue of 2.25, explaining 44.94 per cent of variance in this factor. All five product involvement items had substantial loadings on the extracted factor, and thus the validity of the initial scale was established.Following factor analysis, the data were checked for reliability using Cronbach's α coefficient. As shown in Table II [Figure omitted. See Article Image.], the results of this test revealed that each of the scales used to measure the independent variables and the dependent variable, presented acceptable levels of reliability (that is, above the minimum level of 0.60 as suggested by [38] Nunnally, 1967).4 Research findingsAll four hypotheses were first tested using a series of simple correlation analyses. Upon inspection of the correlation matrix for the innovation attributes and consumer adoption of mobile phone marketing (Table III [Figure omitted. See Article Image.]), it was revealed that relative advantage had a significant and positive correlation with a consumer's decision to adopt mobile phone marketing ( r=0.75, p <0.01). Thus, H1 is supported. Compatibility also had a significant and positive correlation with the dependent variable (r=0.78, p <0.01), thus supporting H2 . However, despite its significance, the direction of the relationship between complexity and adoption was positive (r =0.20, p <0.01), thus offering no support for H3 .Among the independent variables, relative advantage and compatibility also exhibited very strong correlations with each other, and thus the threat of multicollinearity existed. For this reason, the variance inflation factors associated with each variable were examined, both of which were well below the ten point cut-off recommended by [36] Myers (1990) and hence, the threat was refuted. The correlation matrix (Table III [Figure omitted. See Article Image.]) was also examined for the purpose of confirming the order in which the innovation attributes would be regressed against the dependent variable.The next stage of data analysis involved multiple hierarchical regression of the innovation attributes and the dependent variable, consumer adoption of mobile phone marketing. This type of analysis was performed to determine the strength and direction of the relationships between allfour variables (when all were accounted for). In doing so, the researcher was able to further analyse H1 , H2and H3 . The results of the multiple regression analysis are reported in Table IV [Figure omitted. See Article Image.].At the final stage of the regression model, only relative advantage and compatibility were identified as significant predictors of consumer adoption of mobile phone marketing, thereby offering further support for H1 and H2 . Interestingly, the variables relative advantage and compatibility also produced relatively strong and significant coefficients at stages 2 and 3 of the regression model, which suggests that the greatest proportion of variance in consumers' adoption of mobile phone marketing can be explained when both these variables are accounted for. However, to determine which of these attributes has the greatest affect on a consumer's adoption decision, the standardised regression coefficients for relative advantage and compatibility were examined simultaneously. As shown in stage 3 of the regression model, when compared with relative advantage ( ß =0.388), compatibility (ß =0.502) produced a slightly larger standardised regression coefficient. Therefore, the degree of compatibility a consumer perceives to exist between their own values and those associated with mobile phone marketing, has the greatest affect on their decision to adopt or reject marketing communication sent via this medium.The results of the multiple regression analysis for the innovation attributes and the dependent variable appear to largely confirm previous research findings. Namely, the influence of compatibility on the adoption decision is not overly surprising given that user permission, privacy, service provider control and brand trust are all key factors that have previously been found to drive consumer acceptance of mobile phone marketing ([3] Barnes and Scornavacca, 2004; [4] Barwise and Strong, 2002; [5] Bauer et al. , 2005; [10] Carroll et al. , 2007).However, the lack of support for the impact of complexity on the adoption decision contests the findings established by past technology innovation literature ([24] Kleijnen et al. , 2004; [49] Teo and Pok, 2003). Possible explanations for this lie in the nature of the innovation examined here and the age structure of the sample used. In general, the actions involved in responding to a mobile phone marketing message do not differ from those required to perform day-to-day functions such as making a phone call or sending a text message. Thus, consumers are not required to develop new skills in order to adopt this innovation, a fact which is likely to reduce the influence of this attribute on the adoption decision ([46] Rogers, 1995). Furthermore, younger consumers are morelikely to be proficient users of mobile phone technology ([29] Ling and Yttri, 2002), having been surrounded by such telecommunication devices since a relatively young age. This being the case, any complexities associated with mobile phone marketing are likely to be less of a concern to this age group than the level of compatibility this marketing channel presents.To test the hypothesized relationship between a consumer's involvement with their mobile phone and their adoption of mobile phone marketing, a correlation matrix of these two variables was produced and examined. This revealed that although there is only a weak level of association between product involvement and adoption ( r =0.25, p <0.01) the relationship is positive, and therefore H4 is supported.However, to examine this relationship further, simple linear regression was performed on the consumer involvement and adoption variables (see Table V [Figure omitted. See Article Image.] for the results of this analysis). Overall, the regression model accounted for 63 per cent of the variance in the prediction of a consumer's adoption mobile phone marketing, F (1, 252)=17.04, p <0.001. Further inspection of the regression coefficients revealed that consumer involvement is a statistically significant predictor of mobile phone marketing adoption, ß =0.252, t (252)=4.13, p <0.001. Therefore, the more a consumer is involved with their mobile phone, the more likely they will adopt (or accept) marketing communications sent via this medium.This finding is consistent with the themes outlined in the literature review, in particular the relationship between product involvement and consumer behavior ([11] Celsi and Olson, 1988;[25] Lee and Miller, 2006; [53] Warrington and Shim, 2000). In addition, the findings here have confirmed that a consumer, who places a high level of importance and sign value on their mobile phone, is more likely to accept this innovation as a direct marketing channel. A likely explanation for this derives from the ability of marketers to provide consumers with, or for consumers to request, up-to-date product information via their mobile phone. In this sense, it was surmised that the mobile phone offers consumers a valuable tool for conducting efficient and effective information search as part of their overall purchase decision.Yet despite this, the low mean score for product involvement (3.63 out of 7) found here implies that predominantly the consumers surveyed had little or no involvement with their mobile phone (a result that was somewhat surprising given the predominantly young age of the sample). As such,。

小米手机营销策略成功之道文献综述【摘要】小米手机是北京小米科技有限责任公司研发的一款高性能发烧级智能手机，它能取得如此大的轰动，与其公关的营销策略，手机质量的有莫大关系。

本文回顾和整理学者们对小米手机营销策略和模式成功之处的研究，以期望对国内电子制造、销售企业有所启发和帮助。

【关键词】小米手机；营销【研究背景】小米手机是小米公司（全称北京小米科技有限责任公司）研发的一款高性能发烧级智能手机。

小米M1于2011年8月发布，售价1999元，主要针对手机发烧友，采用线上销售模式，是世界上首款双核1.5GHz的智能手机，并宣称其搭载的Scorpion双核引擎比其它单核1GHz处理器手机的性能提升了200%，和双核智能手机相比也提升了25%。

小米公司将于2012年下半年推出小米二代手机，小米二代将会搭载主频2.5GHz的四核处理器，2.5GB的RAM和32GB存储空间，前置500万像素摄像头，后置1200万像素背照式摄像头，运行Android 4.0 ICS定制版MIUI。

一、小米手机的特点手机特点：外观：简约内敛，直板加圆润的边角让其显得简单清爽；屏幕：4英寸854×480分辨率，可兼顾上网、娱乐等多数人的握持感受；大电池：1930mAh电池，可联网待机450小时，连续通话15个小时，播放歌曲45个小时，观看视频12小时，大型游戏6个小时；手机信号：支持GSM+WCDMA；支持美国GPS和俄罗斯GLONASS两套卫星定位系统，支持A-GPS；支持WiFi 和蓝牙等；价格：与其他产品双核CPU手机比，价格便宜2000左右；系统：自主研发AndroidMIUI操作系统，优化改进功能近100处；应用：符合中国用户的人性化应用；创新：专为手机玩家，手机发烧友发布的一款极致智能手机。

最有特色的是底部的“米键”，该键为自定义多功能键，可设置为拍照、返回桌面，甚至可以一键微博，这也很大程度上给予了用户更高的自由度。

手机网络营销分析——以小米科技有限责任公司为例毕业论文手机网络营销分析---以小米科技有限责任公司为例学院管理学院专业电子商务2015年 5 月独创性声明本人郑重声明:所呈交的毕业论文(设计)是本人在指导老师指导下取得的研究成果。

除了文中特别加以注释和致谢的地方外，论文(设计)中不包含其他人已经发表的研究成果。

与本研究成果相关的所有人所做出的任何贡献均已在论文(设计)中作了明确的说明并表示了谢意。

签名:__________________________年______月_____日授权声明本人完全了解许昌学院有关保留、使用本科生毕业论文(设计)的规定，即:有权保留并向国家有关部门或机构送交毕业论文(设计)的复印件和磁盘，允许毕业论文(设计)被查阅和借阅。

本人授权许昌学院可以将毕业论文(设计)的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编论文(设计)。

本人论文(设计)中有原创性数据需要保密的部分为(如没有，请填写“无”): 学生签名:年月日指导教师签名:年月日手机网络营销分析-------以小米科技有限责任公司为例摘要近几年，智能手机开始进入千家万户，并逐渐成为人们日常生活中必不可少的组成部分，并吸引了国内外智能手机厂商对我国手机市场份额的抢占。

本文选取以雷军互联网思维指导下的小米公司为例，通过网络调研和相关文献的研究，来对其网络营销现状及问题的分析;运用SWOT分析法，分析小米手机在网络营销中的优势，劣势，机遇和威胁;最后，采用定性分析的方法，对小米手机存在的问题，提出提升企业信誉和品牌价值，线上与线下相结合(O2O模式)等具体地改进建议。

选题的意义在于通过对小米手机网络营销思想的研究，以便对小米手机网络营销策略进行弥补和改进，从而提高其品牌价值以及其在国内外手机行业中的综合竞争力。

关键词:SWOT分析法;网络营销;O2O模式Analysis of Mobile Phone NetworkMarketing --- with Millet Technology Limited Liability Company as an ExampleABSTRACTIn recent years, intelligent mobile phone began to enter thousands of households, and gradually become an indispensable part of people'sdaily life, and has attracted domestic and foreign intelligent mobile phone manufacturers in China to seize themobile phone market share. This paper selects Lei jun’s Internet thinking under the guidance of the millet company as an example, through the study of network research and related literature, to analyze the current situation and problems of the network marketing; using SWOT analysis method, analyzes the advantage, disadvantage, opportunities and threats of millet mobile phone in the network marketing; finally, using the method of qualitative analysis, the millet mobile phone problems, proposed to enhance corporate reputation and brand value, the combination of online and offline (O2O mode) and other specific recommendations for improvement. The significance of the topic is to research the millet mobile phone network marketing idea, in order to make improvement of network marketing strategy about millet mobile phone, so as to improve the brand value and the mobile phone industry at home and abroad in the comprehensive competitiveness.Key words: SWOT analysis method; the network marketing; O2O mode目录前言 (1)一、小米公司的发展背景及现状 (2)(一)小米手机的发展背景 (2)(二)小米手机的发展现状 (3)1、病毒式营销(口碑营销) (3)2、事件营销 (3)3、微博营销 (4)4、饥饿营销 (4)5、小米社区及论坛营销 (4)二、小米手机开展网络营销的SWOT分析 (4)(一)小米手机网络营销的内部竞争优势 (4)(二)小米手机网络营销的内部竞争劣势 (6)(三)小米手机网络营销的外部机遇 (7)(四)小米手机网络营销的外部威胁............................. 9 三、针对小米手机存在的问题的改进建议 (11)(一)提升企业信誉和品牌价值 (11)(二)线上与线下相结合(O2O模式) (11)(三)控制产品质量，完善售后服务体系 (12)(四)构建生态链，打造核心竞争力 (12)(五)提高自主知识产权和专利积累 (12)参考文献 (13)致谢 (15)手机网络营销分析------以小米科技有限责任公司为例前言随着移动互联网时代的到来以及近些年电子商务的异军突起，世界开始步入了信息时代和知识经济时代。

学校代码：11517学号:201011208117HENAN INSTITUTE OF ENGINEERING文献综述题目微信和微博营销模式比较研究学生姓名李东瑛专业班级市场营销 1041 学号 201011208117院 (部）工商管理学院指导教师王晓天（讲师）完成时间 2014年2月20日微信和微博营销模式比较分析文献综述摘要:随着移动互联网时代的到来的进一步的发展，网络已经成为我们生活中必不可少的一部分.与此同时,网络营销也被进一步重视，成为企业营销活动当中举足轻重的一部分。

而近几年智能手机的大规模普及也使网络营销呈现出一些新的面貌.在众多的网络营销模式中,新浪的微博和腾讯的微信由于其巨大的用户数量、强大的互动性、便捷高效、直观简介等天然的优点逐渐成为网络营销中的重要工具,并且产生了相当大的社会效应.因此，越来越多的企业开始关注这两种社交工具在营销领域的巨大威力，并且付诸营销实践中.虽然微博和微信同属于社交类的应用工具，并且具有其他网络营销工具的共同特点,但他们也具有各自的显著特征和独一无二的优势。

并且他们二者之间也具有许多相似和区别.了解这两种网络营销模式各自的优势和不足，可以更好地把这两种工具应用在营销实践中，为企业的营销活动带来极大的便利。

关键词：网络营销;微信营销；微博营销1 网络营销理论研究营销策划(Marketing Plan）是在对企业内部环境予以准确地分析,并有效运用经营资源的基础上，对一定时间内的企业营销活动的行为方针、目标、战略以及实施方案与具体措施进行设计和计划。

营销策划的实质，是通过各种形式和媒介平台，实现和消费者的心理沟通，以达到销售的目的.营销策划包括六个步骤：情景分析、目标、战略、战术、预算和控制.菲利普·科特勒认为营销策划的过程：营销开始于业务计划过程之前。

与制造和销售观点不同，该业务过程由价值创造和随后的传递组成，这个过程包括三个阶段。

第一:阶段是选择价值；第二：一旦业务单位选择好了将提供给目标市场的价值，它即准备提供价值工作；第三：这个阶段的任务是传播价值［1]。

关于手机营销模式的文献综述–2015手机已经成为人们生活中必不可少的一部分，它的普及程度和使用率不断提高。

由此产生的营销模式已经成为了移动互联网的热门话题。

本文对2015年有关手机营销模式的文献进行了综述。

一、智能手机与移动应用程序智能手机和移动应用程序已经成为手机营销的主要方式。

由于智能手机的普及程度越来越高，移动应用程序已经成为了企业推广和促销重要的渠道。

据农行信息科技部的统计数据显示，在2015年，移动营销已经逐渐成为了互联网营销的主要渠道之一。

尤其是在移动应用程序中，O2O模式营销逐渐兴起。

二、社交媒体平台及其应用社交媒体平台也是目前手机营销广泛使用的渠道之一。

由于用户使用社交媒体平台时间和使用频率越来越高，因此企业对于在社交媒体上进行营销已经不容忽视。

例如，微博的营销模式，在2015年也被越来越多的企业所采用。

三、移动广告移动广告是移动互联网营销的重要方式之一。

由于移动广告能够直接触达用户，更加精准和可靠，因此各大企业对于在移动广告上进行投放的意愿更加强烈。

在移动广告上进行投放需要企业选择合适的平台和广告类型，因此，对于企业而言，需要进行深入的市场调查和用户调研，根据用户的使用习惯和喜好，制定出更加精准的广告策略。

四、营销和销售渠道通过移动互联网和智能手机提供的服务很容易创造销售和营销的渠道。

用户可以在手机上直接完成购买和支付，因此，在智能手机上提供优惠和促销对于公司促进销售而言具有非常重要的作用。

例如，聚美优品的O2O营销模式充分利用社交媒体和在线销售，达到了较好的销售结果。

总结2015年移动互联网发展特别快，各种手机营销模式层出不穷，向企业提供了新的机会和挑战。

本文进行了对2015年有关手机营销模式的文献进行了简单的综述，企业在进行手机营销时需要全面考虑用户行为、营销策略、广告投放和销售渠道等，综合制定出适合自身企业的手机营销策略。

2015手机市场分析报告引言手机市场是一个快速发展的行业，每年都会出现新的技术和产品。

本文将对2015年的手机市场进行分析，探讨当年的主要趋势和市场份额。

1. 市场概况2015年是手机市场竞争激烈的一年。

各大厂商都推出了许多新产品，包括苹果、三星、华为等。

消费者对于高性能和多功能手机的需求越来越高。

2. 主要品牌市场份额根据市场调研数据显示，2015年的手机市场份额主要由苹果、三星和华为等品牌占据。

苹果的市场份额约为30%，三星约为25%，华为约为15%。

其他品牌的市场份额相对较小。

3. 智能手机vs功能手机2015年，智能手机的销量增长迅猛，而功能手机的销量持续下滑。

这主要是因为智能手机提供了更多的功能和便利性，例如互联网接入、应用程序支持和高像素摄像头等。

4. 新技术和功能2015年手机市场出现了许多新技术和功能。

其中包括指纹识别技术、高清屏幕、快速充电和更高像素的摄像头等。

这些新技术和功能提升了手机的用户体验，并吸引了更多消费者购买。

5. 价格竞争2015年，手机市场的价格竞争非常激烈。

许多厂商推出了价格相对较低的产品，以吸引更多消费者购买。

这导致了手机价格普遍下降，但也意味着厂商的利润率下降。

6. 市场趋势2015年手机市场的趋势可以总结为以下几点：•智能手机的需求不断增长，功能手机的市场份额持续下降。

•新技术和功能的不断推出，提升了手机的用户体验。

•市场竞争加剧，价格竞争激烈。

7. 市场前景根据数据和趋势分析，手机市场有望继续保持快速增长。

智能手机的需求将继续增长，新技术和功能的推出将进一步改善用户体验。

然而，市场竞争将继续加剧，价格竞争可能导致一些品牌的利润下降。

结论2015年手机市场是一个充满竞争和创新的一年。

苹果、三星和华为等品牌在市场份额上占据领先地位，智能手机的需求不断增长。

随着新技术和功能的不断推出，手机市场有望继续保持快速增长。

然而，价格竞争可能对一些品牌的利润产生负面影响。

营销策略文献综述范文模板全文共四篇示例，供读者参考第一篇示例：近年来，随着互联网和移动技术的不断发展，市场营销领域也发生了翻天覆地的变化。

传统的营销手段逐渐被新兴的营销策略所取代，而这些新兴的营销策略也给企业带来了全新的挑战和机遇。

本文将对当前热门的营销策略进行综述，帮助企业找到适合自己的营销策略，实现市场营销的最大效益。

一、内容营销内容营销是指通过优质内容吸引目标受众，提升品牌知名度和美誉度的一种营销策略。

在内容营销中，企业不再只是简单地推销产品和服务，而是提供有价值的信息和内容，让受众在接触企业内容的过程中产生共鸣和认同。

内容营销的核心是“内容为王”，只有通过内容创作能够吸引目标受众的注意力，才能实现内容传播的最大效果。

在内容营销中，企业可以选择通过博客、微信公众号、社交媒体等渠道发布内容，吸引受众关注，提高品牌认知度和影响力。

二、社交媒体营销社交媒体营销是指通过社交媒体平台进行品牌宣传和推广的一种营销策略。

随着社交媒体的普及和使用率不断增加，企业也开始将社交媒体作为营销工具，通过微博、微信、抖音等平台传播品牌信息，吸引目标受众的关注和参与。

社交媒体营销的优势在于可以直接与受众互动，了解受众需求，提高品牌忠诚度，实现精准营销。

在社交媒体营销中，企业需要根据不同平台的特点，制定相应的营销策略，提高参与度和转化率。

三、移动营销移动营销是指通过移动设备进行品牌推广和销售的一种营销策略。

随着移动互联网的发展，消费者越来越倾向于使用手机、平板等移动设备进行信息获取和购物消费。

企业需要将营销重点转移到移动端，通过App、微信小程序、移动网站等移动平台进行营销活动，提高用户体验，增加销售额。

移动营销的关键是提供便捷、个性化的服务，吸引用户参与，建立品牌忠诚度。

四、数据驱动营销数据驱动营销是指通过数据分析和挖掘，为营销决策提供支持和指导的一种营销策略。

在互联网时代，企业面临的数据量越来越庞大，如何根据数据分析结果进行精准营销成为企业考验的难题。

关于电话营销模式的文献综述关于电话营销模式的文献综述一﹑前言网络招聘正成为互联网上最成功的商业应用之一。

在国内市场上来看，经历了近10年的市场培育和近两三年来的快速成长，网络招聘已经代替传统招聘成为最主流的求职方式。

由于网络招聘行业进入门槛低，成本低廉，利润可观，新的人才网不断消现，而同行业公司的规模也在逐步扩张，截至2006年年底，我国人才网站数量已经突破2000家，页面点击率达40亿人次以上。

而伴随随着Web2.0和垂直搜索网站的相继进入，一线招聘网站的上市融资加速，网络招聘市场的争夺也异常激烈起来，尤其是在中高端市场，一场大战已不可避免。

在市场激烈竞争的今天，由于城市规模扩大、交通阻塞等原因，登门拜访式的营销效率越来越低，而成本却不断上升。

作为直复营销的一种方式，一种营销手段，电话营销能使企业在一定的时间内，快速地将信息传递给目标客户，及时抢占目标市场。

在激烈的网络招聘市场竞争中，电话营销作为一种能够帮助网络企业获取更多客户的营销模式，正在越来越多地为众多企业所采用。

二、国外研究现状时昆和周仁在《电话营销在我国咨询业的发展现状及对策研究》中写道：电话营销很早就在美国得以发展，近代逐渐发展到日本、台湾、印度、新加坡等亚洲地区。

真正的电话营销诞生于美国20世纪60年代的免费电话的开通。

此时只是消费者通过免费电话询问有关产品或服务的信息并决定是否购买。

近代逐渐发展到日本、台湾、印度、新加坡等亚洲地区。

在70年代，电话已经被广泛使用，在欧美一些经济发达的国家，并且已经成为商业社会中必须掌握的一门技术和专业知识。

现在已经形成一套完整的商业科学。

过去20年，电话营销在美国得到长足发展，已经形成了一个产业。

商家认为这一手段可以有效提高到达顾客的机率，并可以同顾客互动接触。

目前关于电话营销的定义有很多，海内外的不同的定义反映了人们对电话营销这一销售模式理解的倾向性，也反映了对电话营销重要性认识的深化。

在美国，电话营销通常指“商品、服务概念诞生，市场调查/分析，实际开发，商品化，广告宣传，销售，客户调查/分析，再开发”这一闭环。

智能手机网络营销文献综述概括近三年对消费群体的分析指出，供应商应重视品牌形象和树立品牌意识，打造过硬的智能手机质量和完善的服务。

在智能手机市场中，良好的智能手机品形象、智能手机质量和售前售后服务，对于获得消费者的信任是十分关键的，也是留住顾客的重要因素。

认为可以以电子银行为背景，对电子银行客户进行了深入研究，利用各种移动的银行服务使得消费者创造价值，从而获得有价值的市场信息，来调整他们的营销策略。

通过对新加坡移动设备用户的研究调查，分析了移动电子商务和智能手机营销的关系，指出对于营销来说，使用市场细分和消费者细分的措施是十分有必要和有成效的。

通过对国外智能手机市场的研究，从营销组合的角度，详尽的阐述了智能手机营销活动的策划和实施方法，全面概述了企业应该制定的一系列营销活动。

通过对国内智能手机的销售渠道的讨论，认为智能手机厂商要提高企业的竞争力，必须在管理现有销售渠道的同时，进行销售渠道的创新，努力寻求销售渠道的差异化。

在互联网普及的现代，智能手机应用花样越来越多，用户需求不断增加。

智能手机应该从网络、软件和硬件这三方面着重发展。

分析了智能手机的优势，她认为，智能手机不仅完全具备了非智能手机的功能，其联网功能给智能手机操作带了无限种可能，更具开放性，发展前景与开发范围非常广泛。

终端设备是移动互联网的三个要素网络、终端、业务平台中的最为主要。

智能手机作为智能终端设备之一，在应用层面上有着非智能无法比拟的优势。

认为国产智能手机品牌在制定适合自己的营销策略和渠道之前，要多借鉴成功品牌的经验，从中取其精华。

智能手机供销商对智能手机独特的营销方式的掌握，将是在快速发展的智能手机业制胜的法宝。

口碑营销等策略，在短时间内取得了成功，但小米在品牌价值、销售渠道和硬件管控方面要进一步研究和发展，才能更好的抓住市场，保持销量。

，近些年，主要是平台操纵和应用软件带动了智能手机的发展。

另外，为保证企业间的公平竞争，需要完善国内相关法律来管制和减少专利方面的恶意诉讼。