本科论文摘 要随着移动互联网的迅猛发展，人们的生活与手机密不可分。 根据工业和信息化部的最新数据，截至 2019 年底，中国手机用户总数超过 15 亿，中国智能手机用户数量位居全球第一。近年来，随着国内手机市场上的“马太效应”的加剧，国内最早的手机制造商——魅族，遇到了空前绝后的困难，这对于生活空间日益狭窄的小众手机品牌来说是非常典型的例子。 营销策略的失败是其市场份额崩溃的主要原因之一。 因此，营销策略的成功与否已成为他们拼命生存的关键。本文主要对魅族手机的营销策略展开分析与研究，在介绍市场营销相关理论的基础上，对魅族手机面临的宏观环境的进行分析，通过 PEST 模型和 SWOT 模型分析，确定了魅族手机的营销现状，又通过 STP 制定了魅族手机的目标市场和市场定位，最后通过分析魅族手机的营销策略，结合全文对魅族手机提出了相应的建议。希望这篇论文可以对魅族手机的市场营销等方面提供一些意见及指导，如果有与其相似营销策略问题的公司，希望也可以起到一定的借鉴意义。本科论文关键词：魅族手机；营销策略；SWOT本科论文AbstractWith the rapid development of mobile Internet, people's life and mobile phone are inseparable. According to the latest data of the Ministry of industry and information technology, by the end of 2019, the total number of mobile phone users in China has exceeded 1.5 billion, ranking first in the world.In recent years, with the aggravation of "Matthew effect" in the domestic mobile phone market, Meizu, the earliest mobile phone manufacturer in China, has encountered unprecedented difficulties, which is a very typical example for small mobile phone brands with increasingly narrow living space. The failure of marketing strategy is one of the main reasons for its market share collapse. Therefore, the success of marketing strategy has become the key to their survival.This paper mainly analyzes and studies the marketing strategy of Meizu mobile phone. On the basis of introducing the relevant theories of marketing, it analyzes the macr...
