文档介绍：营销策划电子书
篇一:Kindle电子书营销策划
XX/XX学年第2学期《营销策划》期末考核
题目:KindleXX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
络化时代的到来,各种图书电子版在络上传播兴起,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XX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·······················································9
八、行动方案························································11