摘要
在近几年国内手机市场马太效应加剧的形势下,作为中国最早进入智能手机领域的手机厂商,魅族如今也走到了“死亡”的边缘,在生存空间愈益狭小的小众手机品牌中具有很高的典型性。营销策略的失误是其市场份额失陷的主要原因之一,因此营销策略的提升也成为其绝境求生的关键。基于魅族的现状,其营销策略可从加强双微一抖的运营、积极培养KOL、确立品牌独特形象、积极线上营销等方面改进、提升。
In the situation of the speeding of the Mathew effective,the smart hand earphone which is first intelligent one named the phantom(Meizu in Chinese)in China approaches near the end.This is of the typical example in the brand hand earphones.The selling policy is wrong and the marketing collapsed.In view of the present situation it is to set up the image of the brand to raise the brand effective in the market and to raise KOL effectively.
作者
向娜
何天豪
XIANG Na;HE Tianhao(School of Humanities,Hunan City University,Yiyang,Hunan413000,China)
出处
《城市学刊》
2019年第6期45-52,共8页
Journal of Urban Studies
基金
益阳市社科联课题（2019YS061）
关键词
魅族手机
营销策略
市场竞争
品牌形象
the phantom earphone
market policy
market competition
brand image
