大连理工大学专业学位硕士学位论文
I
摘要
M公司成立于2015年，起初只是通过海外众筹平台预售自己的产品，通过几款产
品的运作积累了一定的成功经验后，开始帮助有需求的中国企业在海外众筹平台预售
产品并筹集资金，收取一定的服务费。但是目前全球两大众筹预售平台Kickstarter和
Indiegogo均声明：当项目无法按时交付产品时，他们都不承担责任。这就意味着当成
功筹资的项目管理人跑路，投资者的合法权益难以得到有效保护，这必将降低投资者
的热情。目前全球每年对新奇特产品的消费量巨大，于是在2017年，M公司创立了
MicroNovelty创新产品品牌。凭借以往积累的成功经验，决定打造自己的创新产品
B2C直销网站，目标是将“新奇特”产品集中起来，针对新奇特产品市场的需求对产
品进行升级改造，然后面向海外用户直接销售。但是作为一家品牌知名度不高的初创
企业，从现有众筹平台逐步过渡到直销网站需要时间的积累，同时M公司新奇特产品
在海外市场拓展的过程中也遇到了一些迫切需要解决的问题
本文首先对M公司所处的营销环境进行分析，包括行业与竞争环境分析、新奇特
产品消费者分析、内部环境分析以及SWOT分析等；随后，按地理位置和人口统计变
量作为细分标准对新奇特产品市场进行细分，并最终确定目标客户群体为欧美市场新
奇特产品的爱好者，有猎奇心理，追求简约便捷的生活方式，以男性为主，具有一定
消费能力的中高收入群体
最后，本文针对M公司企业营销中面临的问题，结合M公司目前的经营现状，从
产品、价格、渠道、促销以及客户关系五方面制定了相应的营销组合策略以及营销策
略的实施保障。其中，在产品策略方面，主要从产品组合改进以及新产品开发入手；
在价格策略方面，采取差别定价、新产品撇脂定价以及价格调整等不同的定价策略；
在渠道策略方面，提出要完善现有的营销渠道，包括直接营销渠道、间接营销渠道；
在促销策略上方面，采取社交媒体、公共关系、网络促销以及展会和广告等多种促销
方式；在客户关系策略方面，主要分为客户粘性策略以及保留顾客策略
关键词：营销策略；创新产品；新奇特产品
大连理工大学专业学位硕士学位论文
II
Marketing Strategy Study on Novelty Products of Company M
Abstract
Company M is a start-up, initially started to sell its products through overseas
crowdfunding platforms. After accumulating some successful experience in the operation of
several products, Company M started to help small and medium-sized Chinese companies to
presell their products in overseas crowdfunding platforms to raise funds and charge service
fee. However, Kickstarter and Indiegogo, two of the world's largest crowdfunding platforms
for presale, both declare that they are not responsible for projects that fail to deliver products
on time. This means that if the successful fund-raising project manager absconded, investors’
legitimate rights can not be effectively protected, which will certainly reduce the enthusiasm
of investors. At present, the consumption of innovative products in the world is huge every
year. Therefore, in 2017 Company M founded MicroNovelty brand of innovative products
and built its own B2C platform, based on the successful experience in the past. The goal is to
collect innovative products together and upgrade them in either function or design, to meet
the demands of overseas markets. However, as a start-up with a low brand awareness, it takes
time to transfer from the existing crowdfunding platform to its own B2C platform.
Meanwhile, in the process of marketing development, Company M also encounters many
problems, which need to be solved ASAP.
This article analyzes the marketing environment of company M, including industry
development status and trend analysis, industry competition environment analysis, consumer
analysis on novelty products, internal environment analysis as well as SWOT analysis.
Subsequently, taking the geographical location and demographic segmentation as
segmentation standard to identify target customer. Their target customers are middle and
high-income earners who like innovative products in the European and American markets,
among which, men make up the majority.
Aiming at some problems Company M is facing, combined with the current operating
status of Company M, this paper formulates corresponding marketing combination strategies
and supporting measures from five aspects of product, price, place, promotion and customer
relationship. In terms of products strategy, product portfolio strategy and new product
development strategy are suggested; in terms of pricing strategy, differential pricing, new
products pricing, price adjustment strategy based on market demand and competition are
suggested; in terms of place strategy, it is proposed to perfect the existing marketing channel,
including direct marketing channel, indirect marketing channel, in terms of promotion
M公司新奇特产品营销策略研究
III
strategy, social media, public relations, online promotion, advertisement & exhibition are
combined; in terms of customer relationship strategy, it’s divided into customer sticky
strategy and customer retention strategy.
Key Words: Marketing Strategy; Innovative Products; Novelty Products
大连理工大学专业学位硕士学位论文
IV
目录
摘要 ...... I
Abstract ...... II
1绪论 ....... 1
1.1研究背景 ........ 1
1.1.1公司基本情况介绍 ...... 1
1.1.2公司存在的问题 ........ 3
1.2研究意义 ........ 4
1.3研究方法及技术路线 .......... 5
1.3.1研究方法 .. 5
1.3.2技术路线 .. 6
1.4论文章节安排 .... 6
2理论基础 ... 8
2.1STP理论 ........ 8
2.24P营销理论 ...... 9
2.34C营销理论 .... 10
2.44R营销理论 .... 10
2.5关系营销理论 ... 11
3营销环境分析 .......... 12
3.1新奇特产品行业与竞争环境分析 ........... 12
3.1.1新奇特产品行业发展现状 ........... 12
3.1.2新奇特产品行业发展趋势 ........... 13
3.1.3波特五力分析 ......... 13
3.1.4主要竞争对手分析 ..... 15
3.2新奇特产品消费者分析 ....... 16
3.2.1新奇特产品消费者购买因素分析 ..... 16
3.2.2新奇特产品消费者需求分析 ......... 17
3.2.3新奇特产品消费者消费趋势 ......... 17
3.3M公司内部环境分析 .......... 18
3.3.1资源分析 . 18。