目录
摘要................................................................................................................ I
ABSTRACT .....................................................................................................III
1绪论............................................................................................................... 7
1.1研究背景及意义.................................................................................. 7
1.1.1研究背景................................................................................... 7
1.1.2研究意义................................................................................... 8
1.2国内外研究现状及文献述评............................................................... 8
1.2.1国外研究现状........................................................................... 8
1.2.2国内研究现状..........................................................................10
1.2.3研究述评..................................................................................13
1.3研究思路与方法.................................................................................13
1.3.1研究思路..................................................................................13
1.3.2研究方法..................................................................................14
1.4研究内容和框架.................................................................................14
1.4.1研究内容..................................................................................14
1.4.2研究框架..................................................................................15
2概念界定及相关理论基础............................................................................17
2.1概念界定............................................................................................17
2.1.1穿戴产品的概念 ......................................................................17
2.1.2穿戴产品的功能价值...............................................................17
2.1.3穿戴产品营销..........................................................................18
2.2相关理论基础 ....................................................................................19
2.2.1 4P营销组合理论......................................................................19
2.2.2 SWOT分析...............................................................................19
2.2.3 PEST理论................................................................................20
2.2.4 STP理论...................................................................................20
3 J公司穿戴产品营销现状及存在问题............................................................21
3.1 J公司介绍...........................................................................................21
3.2 J公司穿戴产品项目概况....................................................................22

3.2.1J公司穿戴产品介绍.................................................................22
3.2.2穿戴产品的消费需求...............................................................23
3.2.3穿戴产品的商业模式...............................................................25
3.2.4穿戴产品的市场格局...............................................................25
3.2.5穿戴产品的竞争对手...............................................................26
3.3营销策略存在问题及原因分析..........................................................27
3.3.1产品策略分析..........................................................................27
3.3.2价格策略分析..........................................................................28
3.3.3渠道策略分析..........................................................................28
3.3.4促销策略分析..........................................................................29
4 J公司穿戴产品营销环境分析.......................................................................31
4.1宏观环境分析 ....................................................................................31
4.1.1政治环境分析..........................................................................31
4.1.2经济环境分析..........................................................................31
4.1.3社会环境分析..........................................................................32
4.1.4技术环境分析..........................................................................32
4.2微观环境分析 ....................................................................................33
4.2.1新进入者的威胁 .....................................................................33
4.2.2行业内现有的竞争者..............................................................33
4.2.3替代品的威胁.........................................................................34
4.2.4供应商的讨价还价能力..........................................................34
4.2.5买方的议价能力 ......................................................................34
4.3 SWOT分析.........................................................................................35
4.3.1优势分析.................................................................................35
4.3.2劣势分析..................................................................................35
4.3.3机会分析..................................................................................36
4.3.4挑战分析..................................................................................36
4.3.5 SWOT矩阵 ..............................................................................37
5 J公司穿戴产品营销策略的优化...................................................................39
5.1 STP分析.............................................................................................39

5.1.1市场细分..................................................................................39
5.1.2目标市场选择..........................................................................40
5.1.3市场定位..................................................................................41
5.2营销策略优化举措.............................................................................43
5.2.1品牌策略优化举措...................................................................43
5.2.2产品策略优化举措...................................................................45
5.2.3价格策略优化举措...................................................................47
5.2.4渠道策略优化举措...................................................................49
6 J公司营销策略优化方案的实施与保障........................................................51
6.1营销策略优化方案实施步骤..............................................................51
6.2营销策略优化方案的实施保障措施...................................................52
6.2.1组织制度保障..........................................................................52
6.2.2人资配置保障..........................................................................53
6.2.3资金保障..................................................................................53
6.2.4技术保障..................................................................................54
7结论与展望...................................................................................................55
7.1结论 ...................................................................................................55
7.2展望 ...................................................................................................56
参考文献..........................................................................................................57
致谢..................................................................................................................60
。。。以下略