金士顿U盘营销策划案

金士顿U盘营销策划案 目录 一、 策划目的 二、 营销环境分析 , ------------------------------------市场前景 , ------------------------------------品牌竞争导势 , ------------------------------------山寨泛滥 , ------------------------------------个性设计 三、 SWOT分析 , -------------------------------------优势 , -------------------------------------劣势 , -------------------------------------机会 , -------------------------------------威胁 四、 具体活动 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 , --------------------------------------目标消费群体 , --------------------------------------销售方式 , --------------------------------------材料准备 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 金士顿U盘营销策划 一、 策划目的 我们小组希望通过此次制定的营销策划，对我国目前的U盘整体市场环境和金士顿U盘的市场地位有更加深刻全面的认识，并在此认识的基础上，指导我们即将进行的实战操作，尽量减少不确定因素。古语有云:“凡事预则立，不预则废”。相信在我们小组成员的共同努力下，一定会取得优异成绩。 二、 U盘的营销环境分析 在社会向高度信息化发展的今天，人们与数据的关系达到前所未有的亲密。U盘崛起至今已有十余年，一直以携带便捷、轻薄精致、防震耐用、性价比高等独特优势成为PC、NB、Internet等用户必备工具之一。通过这10年余年不寻常的高速发展，U盘市场逐渐成熟。 1、市场前景广阔 据中国信息技术产业发展研究院(CCID)调查及市场实际状况显示，随着 作为电脑周边设备普及率最高的产品之消费水平的提高、信息化的普及，U盘 一，一直保持高速增长。 2、市场品牌竞争占主导，品牌格局基本稳定 首先，随着Flash、主控等闪盘关键技术的成熟，及十多年来的发展，U盘品牌必须面对充分的市场竞争。 其次，2008年世界金融危机以来，U盘市场受到较大影响，国内外品牌下调价格，以快速提高市场份额，借机提高市场知名度和影响力。 最后，市场上的U盘价格差异较小。山寨U盘，不但性能差，容易出现数据丢失、零容量等风险，售后更是无法得到保证。所以，消费者更加愿意选择确定知名品牌。 根中关村IDC统计，金士顿在我国U盘品牌中排名第一。品牌格局日趋稳定是一种理性消费、市场成熟的表现。市场的成熟对各存储厂商也有着更高的要求，不但需品质稳定、品牌知名、服务良好之后，更需要在产品设计、更新、市场运作能力、渠道通路等有更强、更突出的表现，才能取得更大的突破。 blets district Guide, and townshipand taprove shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and imonal must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught nati ent and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town streetforcemng to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enfringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, accordinge, e. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual rato speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptanc , usedt service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town streetes, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, besstop" service for enterpris-ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administr2 3、山寨品牌泛滥 随着电子制造行业的产业管制和技术门槛的降低，众多小企业开始涉足市场广阔的电子产品市场，出现了大批依靠模仿并加以创新而且价格低廉的厂家 4、追求个性设计 由于U盘不具有高档或珍贵的价值，个性化的设计可让人们眼前一亮，更吸引眼球和好奇的作用，同时可以将个性设计能与消费者的喜好联系起来，因此越来越受到消费者的喜爱。目前，各移动存储厂商除展开激烈市场争夺之外，也开始细化市场，因此个性化的产品开发也被更多的厂商所重视。其中礼品市场，个性U盘更是商家首选之一，特别是一些消费类品牌在促销中，直接以赠送水瓶、手电筒、手表、圆珠笔等外观的U盘产品，与自身的产品完美结合，起到意想不到的效果。 三、 金士顿U盘的SWOT分析 (一)优势 金士顿U盘的知名度、品牌形象、质量、包装、功能以及售后服务等方面 ，金士顿U盘再次以26.1%的市场都在同行业中处于比较领先的地位。2009年 占有率蝉联第一，这是自2000年金士顿推出全球第一款移动存储产品以来，在U盘领域连续九年获得CCID和CCW市场调查销量第一和用户满意度第一。 技术不断创新。2009年金士顿与国内最大的万络安全服务商360安全卫士达成战略合作，金士顿U盘产品内将集成360安全卫士的木马“云查杀”引擎，成为百毒不侵的“云免疫U盘”，为用户带来前所未有的安全应用体验，让数据存储更安全、更放心。 (二)劣势 价格优势不明显。在我国，大部分的消费者对价格的敏感度还是挺高的，价格因素在消费决策中仍占据着非常重要的地位。由于技术研发、产品更新、品牌成本较高，目前各大品牌想要在价格上形成绝对优势是比较困难的。另外，由于我国市场经济体制还不完善，山寨品牌依靠技术、包装复制，成本较低，相对来说价格就会比较便宜。 (三)机会 Board independent, and tablets district Guide, and township llagee to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and viWhile to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and peopl ction.Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construtown housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. et of gs and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Streain traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildinthe m ransition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, alongng work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth thangi me and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes intop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest tis-ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administr3 随着PC、NB市场的迅速扩张，U盘作为重要外设蕴藏着巨大的市场。U盘靠其携带便捷、轻薄精致、防震耐用、性价比高等独特优势成为PC、NB、Internet等用户必备工具之一。 (四)威胁 1、 行业品牌之间竞争激烈。2010年上半年我国U盘市场中，金士顿获得的关注度有所下降。索尼和台电的关注度分别位列第二和第三，关注比例为26.5%和12.6%，从关注差距来看。 2、差异化不明显 3、山寨U盘随处可见 U盘行业经过十年来的高速发展，作为随身携带存储产品已经被广大消费者所熟悉，行业壁垒逐渐降低，行业品牌之间竞争也更加激烈。当今社会的技术可以说是日新月异，技术更新速度快，接容易被复制或是超越，在外观设计上也是如此。 优势: 劣势: 知名度、品牌形象、质量、包装、价格无差异，而消费者对价格敏感功能、科技以及售后服务在同行业中位度较高。 居前列。 机会: 威胁: PC、NB市场的迅速扩张，从而也扩大行业品牌之间竞争激烈;产品差异化了U盘的市场需求量。 不明显;山寨风盛行。 四、 具体活动方案 在促销期间，需要在短期内尽量在规定的价格范围内获得最大利润。因此，必须努力尽量出售多的产品，以销量取胜。 (一)目标消费群体 大学(老师、学生)和写字楼(办公人员) 分析 U盘在老师教学、学生作业中可以说是必不可少的装备。因此，在 学校和商务写字楼中一定存在着对U盘极大的的需求量。 (二)销 售 方 式 ent and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town streetforcemng to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enfringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, accordinge, e. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual rato speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptanc , usedt service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town streetes, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, besstop" service for enterpris-ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrblets district Guide, and townshipand taprove shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and imonal must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught nati 4 大 学: 学校组织——奖励、节假日礼品 社团协会——奖励品 学生个人——单独销售 大学校园 1、对于学校组织。大部分学校，一般都会对老师、学生进行定期测评(如: 期中期末成绩排名或考核、“五四”推优等)，对那些表现优秀的老师、学生给予适当的物质奖励。另外，在节假日前后，学校对老师职工赠予适当礼品。以金士顿U盘作为礼品或奖品，对于学校来讲，金士顿品牌形象好，有档次，且价位适中。对于老师学生来讲又很实用。 执行方式:我们将按照以上分析，来说服学校的相关负责老师愿意购买我们的金士顿U盘。 2、对于学校社团、协会。学校一般都会设有很多的社团、协会，当然也会设有相应的奖励机制，以金士顿4GU盘为奖励品，对于社团来说，不仅档次高，可以起到激励的作用，而且价位适中，处于能够接受的范围。 执行方式:我们将按照以上思路，与学校社团相关负责人沟通以销售U盘。 、 对于学生个人。很多时候学生在完成作业、拷贝老师 课件 超市陈列培训课件免费下载搭石ppt课件免费下载公安保密教育课件下载病媒生物防治课件 可下载高中数学必修四课件打包下载 等情况下都 3 会需要用到U盘。考虑到并不是所有专业学生都经常会用到U盘，因此我们按照专业对U盘需求进行了一个划分。 以我院为例: 系 U盘使用情况 团社 U盘使用情况 管理系 经常使用 院学生会 经常使用 机械系 经常使用 系学生会 经常使用 机电系 经常使用 各协会 经常使用 信息系 经常使用 团委 经常使用 执行方式:我们也将会采用到学生宿舍上门推销的方式来销售U盘。 (五)材料准备 town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. et of gs and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Streain traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildinthe m ransition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, alongng work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth thangi me and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes intop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest tis-ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrBoard independent, and tablets district Guide, and township llagee to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and viWhile to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and peopl ction.Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal constru5 具体实施前，将的U盘资料打印出来，以方便讲解，以便消费者更好的了解该产品。 五、 结束语 感谢校领导组织这次活动让我们可以发挥自己的才能，我相信这次活动会让我们在以后的人生路上有更好的发展～ shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and imonal must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught nati ent and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town streetforcemng to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enfringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, accordinge, e. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual rato speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptanc , usedt service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town streetes, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, besstop" service for enterpris-ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrblets district Guide, and townshipand taprove shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, 6