无线营销策略究-以A公司为例 正文.doc

无线营销策略研究-以A公司为例 Abstract This thesis analyzed the segmentation and positioning in the mobile marketing market by leveraging marketing theory. It analyzed the current development in both practice and theory of mobile marketing in China, and the existing problems in Company A as a mobile marketing service provider. Then the thesis analyzed the brands requirement in mobile marketing through survey. The finding is that the most recognized features are accurate targeting, full-function, creativity, service, customer behavior analysis, price and wide media coverage. Then it worked out 4 segment group based on interests: market leader, perfect oriented, tries and conservative. And Company A should target in the first 2 segments. The thesis suggested that Company A should position its product as accurate targeting, first-class service, full functions and high creativity. Lastly the thesis proposed the solutions to the problems including improving products integration and accurate targeting capability, launching customer behavior analysis service and strengthening sales force. The result is helpful for Company A to find the target segment market and make more accurate marketing strategy and RD strategy. It has the practical meaning for Company A to pursue a better competitive position in the mobile marketing service market. Keywords: Mobile Marketing; Marketing Segmentation; Positioning; User Preference 目 录 摘 要 I Abstract II 一、绪论 1 （一）研究背景 1 （二）研究意义 4 （三）国内外无线营销研究现状 4 1、国内无线营销研究现状 4 2、国外无线营销研究现状 7 （四）研究内容及方法 8 二、无线营销理论概述 10 （一）无线营销定义 10 （二）无线营销本质 10 （三）无线营销业务特征及业务分类 10 1、无线营销业务特征 10 2、无线营销业务分类 12 （四）无线营销与相关概念区分 13 1、无线营销与传统营销 13 2、无线营销与无线广告 13 （五）无线营销业务SWOT分析 14 1、优势（Strengths） 14 2、劣势（Weaknesses） 15 3、机会（Opportunities） 15 4、威胁（Threats） 15 三、A公司无线营销问题现状和剖析 17 （一）无线营销行业背景 17 1、中国无线广告产业链 17 2、无线广告产业链结构 17 3、WAP广告产业链 17 4、定向类广告产业链分析 18 （二）A公司营销现状分析 19 （三）A公司无线营销服务存在问题分析 20 1、公司无线广告定向能力弱化 20 2、产品线整合度不足 21 3、客服部门缺乏用户行为分析的服务 23 4、公司销售力量薄弱 24 四、A公司无线营销市场细分分析 25 （一）调查问卷设计 25 1