kindle电子书营销策划.doc

1 - 2012/2013学年第2学期《营销策划》期末考核 题目：Kindle2014年度营销策划案 班级： 营销1130 组名： 开拓者 组长： 杨琪悦 组员：詹珊珊 李丹兰 冯天秀 陈苗 吴洁丽 郑启浩 富泽豪 郑东伟 摘要 网络化时代的到来,各种图书电子版在网络上传播兴起,电脑阅读逐渐填充了纸质化阅读。简单易行的方式得到了广大受众特别是青年群体的青睐。近年来，随着Sony Reader、 Amazon Kindle 等电子阅读器的推出，电子书市场的兴起及其“硬件+内容”的盈利模式已经在很大程度上改变了传统出版行业的格局。亚马逊kindle电子书专卖店所售kindle 系列电子书是有amazon公司所生产的一个阅读器，使用elink珍珠屏，在美国(US）和英国（UK）上市。 亚马逊kindle电子书阅读器时尚轻薄，采用亚光灰机身打造。其配置主流6英寸E-ink电子墨水屏，800×600分辨率显示细腻，16级高灰阶，强光下也可阅读。由于其屏幕不支持触控，所以亚马逊kindle电子书阅读器在机身下部设置了实体按键，页、选单、（虚拟）键盘及后退键。中间的方形键可以快速切换选单，而机身两侧的前、后页功能键也使用方便。整机可支持PDF, DOC, TXT, DOCX格式电子书阅读。也可支持JPG, GIF, BMP, PNG格式图片浏览，除此外，Kindle与其它E-ink屏电纸书一样也具备超长的续航时间。 本策划案对kindle电子书的市场概况进行了全面梳理，同时对电子书的的消费者、竞争者以及目标市场展开分析；基于对kindle电子书的SWOT分析，我们从营销目标、营销战略（包括目标市场分析、定位分析、分销渠道分析、销售队伍建设分析、售后服务、广告策划、市场调研）等方面对亚马逊下的kindle电子书进行了市场策略策划，继而提出了具体行动方案，然后进行了2014年销售预计分析，使得kindle电子书能在新一代消费群体中树立良好的品牌形象和知名度。 目录 一、行业分析························································1 （一）市场状况分析···············································1 （二）电子书发展趋势分析·········································2 （三）市场分析···················································3 二、企业分析························································3 三、竞争品牌分析····················································4 四、SWOT分析·······················································5 五、营销目标························································6 六、营销战略分析(STP)···············································6 （一）市场细分···················································6 （二）目标市场···················································6 （三）产品定位···················································6 七、营销策略分析(4P)················································7 （一）产品·······················································7 （二）价格······················································7 （三）渠道······················································8 （四）促销···············································