朵唯手机的定价策略研究

洛阳理工学院毕业设计（论文）I朵唯手机的定价策略研究摘要21世纪是电子信息产业的高速发展时期，数字化产品的发展更是迅速而广泛。手机，作为数字产品中的一种，更是被人们所熟知运用。如今，时下正流行着一款专为女性打造的女性手机——朵唯，其别出心裁的时尚设计理念深受女性的欢迎。然而，朵唯手机目前还处在品牌发展的初步阶段，面对手机市场的严酷竞争，尤其是苹果、三星等品牌，它们的销售量几乎占据将近一半的市场份额，朵唯公司对未来的产品策划仍需不断努力，对市场的竞争力也不可掉以轻心。朵唯公司在进入手机行业后，虽然取得了一定的业绩，但是市场地位还不能和国内知名品牌步步高、联想比，和国外数字产品相比也还存在着巨大差距。本文以朵唯手机的定价策略为研究对象，结合朵唯公司的企业文化，对朵唯手机当前所面临的行业的营销环境进行分析总结。通过市场定位，分析目标消费群的消费特征、购买动机和购买习惯等内容，运用SWOT分析法分析朵唯产品的优劣势、机会和威胁，从而归纳了朵唯公司对手机定价方面所采用的定价策略，以及采用此种策略带来的优势和存在的问题，并提出对存在问题的建议，目的是使朵唯手机占领更多的市场份额，逐渐成为中国乃至世界的知名品牌。关键词：数字产品，女性手机，朵唯手机，营销策略，定价策略洛阳理工学院毕业设计（论文）IIStudyonpricingstrategiesofDOOVdigitalproductsABSTRACT21stcenturyisaperiodofrapiddevelopmentofelectronicinformationindustry,thedevelopmentofdigitalproductsmorequicklyandwidely.Now,there'sasectionspecificallyforwomentobuilddigitalproducts-DOOV,itsuniquefashiondesignconceptispopularamongwomen.DOOVdigitalproducts,however,isstillatthepreliminarystageofbranddevelopment,facetheharshcompetitionofthedigitalproductsmarket,Iphone,Samsungdigitalproducts,inparticular,theyalmostoccupynearlyhalfofthemarketshare,salesofDOOVcompanyinthefuturedigitalproductsplanstillneedstocontinuousinnovation,competitivenessofthemarketalsocannottreatlightly.DOOVafterthecompanyinenteringthedigitalproductsindustry,althoughhasobtainedcertainachievement,butonecan'tanddomesticfamousbrandmarketpositionthanBBK,Lenovo,comparedwiththedigitalproductsabroadisstillahugegap.BasedontheDOOVdigitalproductspricingstrategyastheresearchobject,combiningwithonlythecompany'scorporateculture,forDOOVphonecurrentlyfacedbytheindustrymarketingenvironmentcarriesontheanalysissummary.Byanalyzingmarketpositioning,targetcustomersofconsumercharacteristics,buyingmotivationandbuyinghabits,etc,useSWOTanalysistheadvantagesanddisadvantagesofDOOVphone,opportunitiesandthreats,andsumsuptheDOOVforproductpricingstrategy,andadoptthestrategytobringtheadvantagesandexistingproblems,andputsforwardsuggestionstoexistingproblems,thepurposeistomakeDOOVdigitalproductsoccupymoremarketshare,graduallybecometheChinaandworld'sfamousbrands.KEYWORDS:Digitalproducts，Femaleproducts，DOOVdigitalproducts，Marketingstrategy，Pricingstrategy洛阳理工学院毕业设计（论文）III目录前言................................................................................................1第1章朵唯公司的基本概况...........................................................21.1朵唯公司的基本简介...........................................................21.2朵唯公司的企业文化...........................................................21.2.1企业愿景.....................................................................21.2.2企业使命.....................................................................31.2.3企业的核心价值观.....................................................3第2章朵唯公司的营销战略分析...................................................52.1朵唯手机的营销环境分析...................................................52.1.1行业环境分析.............................................................52.1.2竞争者分析..................................................................62.1.3产品分析......................................................................62.2对朵唯手机的消费者分析...................................................72.2.1手机市场的消费者总体消费态势分析.......................72.2.2朵唯手机的目标消费群体分析...................................72.3朵唯手机的SWOT分析.........................................................82.3.1优势（strengths）....................................................82.3.2劣势（weaknesses）..................................................92.3.3机会（opportunities）.............................................92.3.4威胁（threats）......................................................10第3章朵唯手机的定价策略.........................................................113.1朵唯手机的渗透定价策略..................................................113.1.1渗透定价策略...........................................................113.1.2朵唯公司选择渗透定价的主要原因........................113.2朵唯手机的免费定价策略.................................................123.3朵唯手机的差异化定价策略..............................................123.3.1顾客差异化...............................................................133.3.2产品差异化...............................................................13洛阳理工学院毕业设计（论文）IV3.3.3渠道差异化...............................................................143.3.4产品组合策略...........................................................153.4朵唯手机的捆绑式定价策略..............................................16第4章朵唯手机的定价现状存在的问题及建议..........................174.1朵唯手机定价存在的问题.................................................174.1.1产品价格段的缺失...................................................174.1.2所针对的消费群体单一............................................174.2针对朵唯数字产品定价问题的建议..................................184.2.1促进渠道变革，降低销售成本.................................184.2.2科学合理定价，增加产品在市场上的占有率..........184.2.3借势策略提升品牌整合传播的效率.........................184.2.4扩展目标市场，掌握核心竞争力.............................194.2.5提高性价比，完善售后服务.....................................194.2.6树立自身品牌形象，提高企业知名度.....................20结论................................................................................................21谢辞...