【作者】 李玮；

【导师】 陈洁；

【作者基本信息】 上海交通大学 ， 工商管理， 2008， 硕士

【摘要】 本文研究的意义在于应用市场营销理论对无线营销这一新兴市场进行市场细分和产品定位分析;本文首先分析了我国无线营销市场的理论和实践发展状况和C公司作为一家无线营销服务商存在的问题。接着运用问卷调查的方法分析了品牌客户对于无线营销的需求,得出最受重视的无线营销服务特性分别是精准定向、功能全面、高度创新、优质服务、用户行为分析、低价和媒体覆盖广泛。并根据利益细分的原理,概括出市场领先型、追求完美型、跟进尝试型和保守谨慎型等4个无线营销市场上的细分利益群体。通过吸引力分析得出C公司应该选择市场领先型和追求完美型两个细分市场的结论。本文然后运用Marketing Engineering软件的Positioning Analysis模型进行用户感知图谱分析,发现“精准定向”、“媒体覆盖广”、“优质服务”和“低价”等属性具有更高的区分度。进而运用联合空间图谱分析得出C公司的产品定位在“精准定向”上时其潜在市场份额达到42.86%。由此得出C公司产品应该定位于基于精准定向能力的第一流服务。最后,本文针对C公司存在的问题,提出提高产品集成度和广告精准定向能力,推出用户行为分析服务以及加强销售力量的解决方案。本文的研究结果可以帮助C公司明确自己的细分市场,并针对该细分市场制定更加准确的营销和研发战略,对于公司争取优势的市场竞争地位具有现实意义。更多还原

【Abstract】 This thesis analyzed the segmentation and positioning in the mobile marketing market by leveraging marketing theory. It analyzed the current development in both practice and theory of mobile marketing in China, and the existing problems in Company C as a mobile marketing service provider. Then the thesis analyzed the brands requirement in mobile marketing through survey. The finding is that the most recognized features are accurate targeting, full-function, creativity, service, customer behavior analysis, price and wide media coverage. Then it worked out 4 segment group based on interests: market leader, perfect oriented, tries and conservative. And Company C should target in the first 2 segments. This thesis also used the software Marketing Engineering, positioning analysis module to have a conception map analysis and found that the attributes including accurate targeting, wide media coverage, service and price have stronger segment capability. After using Joint-space Map, it found that the potential market share of company C will reach 42.86% when it focus on accurate targeting. The thesis suggested that company C should position its product as accurate targeting, first-class service, full functions and high creativity. Lastly the thesis proposed the solutions to the problems including improving products integration and accurate targeting capability, launching customer behavior analysis service and strengthening sales force. The result is helpful for company C to find the target segment market and make more accurate marketing strategy and R&D strategy. It has the practical meaning for company C to pursue a better competitive position in the mobile marketing service market.更多还原