随着现代科技的快速繁荣发展，使曾经贵为奢侈品的手机从城市逐渐走入了 乡镇，成为人们日常生活中的必备品。一般来说高端手机产品的主要业务区域集 中在大、中城市，中、低端产品的业务区域主要在二、三线城市。随着网络购买 平台的发展，传统手机销售商受运营商和电商渠道双面夹击，给传统手机渠道商 造成一定的冲击。在竞争日益激烈的背景下，国内手机厂商纷纷寻找新的途径创 造增量，尤其在渠道方面，乡镇市场已成为手机厂商的必争之地。乡镇手机实体 店相对城市实体店而言，虽然受网络影响，但由于交通、居民文化程度、认识层 次等因素的影响，乡镇手机实体店受网络冲击相对城市实体店影响较小。本文研 究基于现代市场营销理论，立足于贵州省乡镇手机实体店营销策略研究，考察分 析贵州岑巩县乡镇手机实体店市场营销现状和问题分析，通过对手机实体店内部 环境及所处外部环境的分析，探索岑巩县乡镇市场对当地手机实体店营销的影响， 在此基础上，提出针对性的营销建议，从而使乡镇手机实体店更好的发展。 关键词：手机实体店；手机销售；营销策略；乡镇市场 昆明理工大硕士专业学位论文贵州岑巩县水尾镇手机实体店营销策略研究 II Abstract Withtherapidprosperityanddevelopmentofmoderntechnology,mobilephones thatwereonceexpensivehavegraduallymovedfromcitiestotownsandbecomea must-haveiteminpeople'sdailylives.Generallyspeaking,themainbusinessareasof high-endmobilephoneproductsareconcentratedinlargeandmediumcities,andthe businessareasofmediumandlow-endproductsaremainlyinsecondandthirdtier cities.Withthedevelopmentofonlinebuyingplatforms,traditionalmobilephone vendorshavebeenhitbybothsidesofoperatorsande-commercechannels,whichhas causedsomeimpactontraditionalmobilephonechannels.Inthecontextofincreasingly fiercecompetition,domesticmobilephonemanufacturersarelookingfornewwaysto createincrements,especiallyintermsofchannels,thetownshipmarkethasbecomea competingplaceformobilephonemanufacturersparedwithurban brick-and-mortarstores,townshipmobilebrick-and-mortarstoresarelessaffectedby networkimpactsthanurbanbrick-and-mortarstores.Basedonthemodernmarketing theory,thisarticleisbasedontheresearchonthemarketingstrategyofmobilephone storesintownsandvillagesinGuizhouProvince.Analyzeandexploretheimpactofthe townshipmarketinCengongCountyonthelocalmobilephonestoremarketing,onthis basis,putforwardtargetedmarketingrecommendations,soastomakethedevelopment ofruralmobilephonestoresbetter. Keywords:mobilephonephysicalstore;mobilephonesales;marketingstrategy; townshipmarket 昆明理工大硕士专业学位论文贵州岑巩县水尾镇手机实体店营销策略研究 i 目录 摘要....................................................................................................................................I Abstract.............................................................................................................................II 第一章绪论................................................................................................1 1.1研究背景及研究目的与意义...........................................................1 1.1.1研究背景..................................................................................1 1.1.2研究目的与意义......................................................................3 1.2国内外研究现状及评述...................................................................3 1.2.1国外研究现状及评述..............................................................3 1.2.2国内研究现状及评述..............................................................5 1.3研究内容与研究方法........................................................................7 1.3.1研究内容..................................................................................7 1.3.2研究方法..................................................................................7 第二章相关概论和理论基础....................................................................9 2.1营销概念和基本理论........................................................................9 2.1.1营销概念..................................................................................9 2.1.2基本理论..................................................................................9 2.2消费者的需求和购买行为..............................................................10 2.2.1消费者的需求.........................................................................10 2.2.2消费者的购买行为.................................................................10 2.3分销、零售和实体店零售..............................................................11 2.3.1分销........................................................................................11 昆明理工大硕士专业学位论文贵州岑巩县水尾镇手机实体店营销策略研究 ii 2.3.2零售........................................................................................11 2.3.3实体店零售............................................................................12 第三章贵州岑巩县乡镇手机实体店市场营销现状和问题分析...........13 3.1水尾镇手机实体店现状及问题分析..............................................13 3.1.1水尾镇手机实体店介绍.........................................................13 3.1.2水尾镇手机实体店自身特点................................................14 3.1.3水尾镇手机实体店营销现状................................................14 3.1.4水尾镇手机实体店问题及原因分析.....................................15 3.2竞争对手分析..................................................................................17 3.3水尾镇手机实体店SWOT分析..................................................18 3.3.1内部因素评价（IFE）矩阵..................................................18 3.3.2外部因素评价（EFE）矩阵.................................................19 3.3.3优势........................................................................................20 3.3.4劣势........................................................................................21 3.3.5机遇........................................................................................21 3.3.6威胁........................................................................................22 第四章水尾镇手机实体店消费者行为和需求调查分析.....................25 4.1调查问卷分析概述..........................................................................25 4.1.1调查问卷概述与目的............................................................25 4.1.2调查的过程............................................................................25 4.2该地区消费者手机消费行为及需求调查问卷分析.....................26 4.2.1消费者人口统计特征............................................................26 昆明理工大硕士专业学位论文贵州岑巩县水尾镇手机实体店营销策略研究 iii 4.2.2消费者手机消费行为特点分析............................................27 4.2.3消费者对手机产品特征的需求分析....................................30 4.2.4消费者对价格的需求分析....................................................33 4.2.5消费者对购买渠道的需求分析............................................35 4.2.6消费者对促销活动的需求分析............................................38 第五章水尾镇手机实体店STP分析和营销策略分析........................42 5.1STP分析..........................................................................................42 5.1.1市场细分................................................................................42 5.1.2目标市场选择........................................................................43 5.1.3市场定位................................................................................44 5.2该地区手机实体店营销组合策略分析..........................................45 5.2.1产品策略.................................................................................45 5.2.2价格策略.................................................................................49 5.2.3渠道策略.................................................................................50 5.2.4促销策略.................................................................................52 第六章结论与展望....................................................................................56 6.1研究结论....................................................................................