努比亚智能手机体验营销策略研究.doc

图书分类号： 密 级： 毕业论文 努比亚智能手机体验营销策略研究 RESEARCH ON EXPERIENCE MARKETING STRATEGY OF NUBIA SMARTPHONE 摘要 随着中国智能手机市场的相对成熟，在爆炸式购买浪潮的顶峰期过了之后，智能手机市场迎来了新一轮的洗牌。在这种大背景下，智能手机行业之间竞争的焦点，不仅是手机设计工艺之间的竞争，更是对智能手机用户的争夺。而且随着居民的收入不断提高，对外交流和往来频繁，人们的消费能力和消费观念也有了更大的提高和改变，消费者开始逐渐抗拒企业对他们需求的诱导和操纵，消费者在购买产品的同时，更加注重的是享受和体验这一过程。这就需要改变以往的营销观念，运用体验营销理论来应对激烈的市场竞争。 本文以努比亚智能手机为研究对象,通过对体验营销相关理论进行整理分析，运用文献查阅、个案研究和归纳演绎的研究方法，对努比亚体验营销现状进行了研究和分析。同时通过整理，找出了努比亚在体验营销过程中存在的问题并进行了分析。其后结合体验营销的理论，针对努比亚的体验营销策略提出具体的改进措施，旨在帮助其在未来能够更好了实施体验营销策略，给智能手机用户提供更好的体验服务。 关键词：体验营销；努比亚；智能手机 Abstract With the relative maturity of Chinas smartphone market, the smartphone market ushered in a new round of reshuffle after the peak of the explosive buying surge. Under this background, The focus of competition between the smartphone industry is not only the competition among mobile phone design process, but also the competition for smartphone users. And with the continuous improvement of peoples income, foreign exchange and frequent contacts, peoples spending power and consumer attitudes has also been a greater increase and change. Consumers are no longer satisfied with the passive acceptance of the companys guidance and control when they buy products. Consumers pay more attention to the enjoyment and experience of this process. This needs to change the marketing concept in the past and use experience marketing theory to deal with the fierce market competition. The object of research is Nubia smartphone. Through arranging and analyzing experience marketing theory and using the research methods of literature review, case study and induction deduction, the experience marketing present situation of Nubia is studied and analyzed. At the same time, through the collation, the problems in the experience marketing process of Nubia are found and analyzed. Then combined with experience marketing theory, the research puts forward specific improvement measures according to the experience marketing strategy of Nubia. The purpo