【正文】 沈陽理工大學(xué)學(xué)士學(xué)位論文 I 摘 要 中國教育電子行業(yè)是改革開放后發(fā)展起來的新興企業(yè)，經(jīng)過 20 多年的發(fā)展，不斷走向成熟，且前景廣闊，吸引許多企業(yè)加入此行業(yè)，產(chǎn)品形態(tài)的硬件從電子詞典、學(xué)習(xí)機、點讀機、點讀筆、學(xué)生電腦到現(xiàn)在的智能平板學(xué)生電腦，軟件內(nèi)容除了各大版權(quán)詞典完整內(nèi)置、各類教科書內(nèi)置、還有名校名師視頻等等。消費者也覆蓋著從 0 歲到 18 歲的各類學(xué)生。 作為行業(yè)領(lǐng)先品牌的讀書郎公司從各方面進行不斷調(diào)整，以滿足市場需求。逐漸全國化，也邁進遼寧省這個人口大省。可是不同的地域都有其地域特色，因此讀書郎公司在這里面臨著巨大的挑戰(zhàn)，同時也是巨大的商 機。如何能在競爭激烈的遼寧市場中脫穎而出？ 是 我們作為營銷人應(yīng)當(dāng)思考的問題。 本文基于市場營銷相關(guān)理論 ，通過 SWOT 分析法研究讀書郎公司的現(xiàn)有的市場策略 ，對讀書郎在遼寧市場中所 處 的現(xiàn)狀進行剖析，從營銷層面上研究讀書郎學(xué)習(xí)機在遼寧市場營銷策略存在的 問題 以及優(yōu)化改進方案 ，從長遠發(fā)展的角度上解決了讀書郎公司在遼寧市場上目標(biāo)市場不明確，以及由于代理商難以管理引起的價格問題。 本人 嘗試將營銷理論的知識實際應(yīng)用到具體的市場實踐中，為讀書郎公司對遼寧省的戰(zhàn)略提供借鑒。 關(guān)鍵詞 ： 營銷策略；讀書郎；學(xué)習(xí)機 沈陽理工大學(xué)學(xué)士學(xué)位論文 II Abstract Chinese electronic industry, which develops after the reform and openness , is a new industry. After more than 20 years of development, it bees more and more mature, and has a good prospect which attracting many panies entering the industry. Its hardware of product form is from learning machine, reading machine, point reading machine, point reading pen, student puter to present smart tablet PC. Software content includes the major copyright plete dictionary builtin, all kinds of textbooks builtin, and famous teachers videos, and so on. Consumers are covered from age 0 to 18 year old students. As the industry39。s leading brands, the readboy pany is continuously adjusted to meet market demand from various aspects. It bees more and more progressive national, and stepping into Liaoning province. But different areas have their regional characteristics, therefore, the readboy pany faces not only significant challenges, but also enormous opportunities. How to stand out in the highly petitive market of Liaoning? It is the issue our marketing people should concentrate on. This article is based on the related marketing theory. Through SWOT analysis law ,it studies market policy of the readboy pany, analysis on the status of the readboy in Liaoning market, researches on the marketing level of the readboy machine in Liaoning market and improves programme of marketing policy. gives a solution to the price problem causing from the readboy pany’s target market not clear in Liaoning market from longterm development and agents difficult to management. I try to knowledge the practical application of marketing theory to the specific market practices, and provide a strategy for the readboy pany in Liaoning province. Keywords： Marketing strategy。Readboy。Learning machine 沈陽理工大學(xué)學(xué)士學(xué)位論文 III 目 錄 引 言 .........................................................................................................................................III 1 讀書郎公司概況 .................................................................................................................. 2 公司簡介 ................................................................................................................... 2 產(chǎn)品類型 ................................................................................................................... 2 企業(yè)文化 ................................................................................................................... 3 2 營銷策略相關(guān)理論概述 ...................................................................................................... 4 目標(biāo)市 場策略 ........................................................................................................... 4 無差異市場營銷策略 .................................................................................... 4 差異性市場營銷策略 .................................................................................... 4 集中性市場營銷策略 .................................................................................... 5 市場競爭策略 ........................................................................................................... 5 市場領(lǐng)導(dǎo)者的競爭策略 ................................................................................ 5 市場挑戰(zhàn)者的競爭策略 ................................................................................ 6 市場追隨者的競爭策略 ................................................................................ 6 市場補缺者的競爭策略 ................................................................................ 6 營銷組合策略 ........................................................................................................... 6 產(chǎn)品策略 ........................................................................................................ 7 價格策略 ........................................................................................................ 7 促銷策略 ........................................................................................................ 9 渠道策略 ........................................................................................................ 9 3 讀書郎遼寧市場營銷環(huán)境分析 ........................................................................................ 10 宏觀環(huán)境分析 ......................................................................................................... 10 人口環(huán)境 ...................................................................................................... 10 經(jīng)濟環(huán)境 ...................................................................................................... 10 文化教育環(huán)境 .............................................................................................. 11 微觀環(huán)境分析 ......................................................................................................... 11 消費者分析 .................................................................................................. 11 競爭者分析 .................................................................................................. 13 沈陽理工大學(xué)學(xué)士學(xué)位論文 IV SWOT 分析 ............................................................................................................. 14 4 讀書郎遼寧市場營銷策略現(xiàn)狀及存在問題 .................................................................... 16 目標(biāo)市場策略現(xiàn)狀及存在