篇一：市场营销专业毕业论文——手机营销策划书
存档号： 学号：
******技术学院
魅族手机营销策划书
系 部 专业名称 指导教师 学生姓名
二○一一 年 六 月
石家庄铁路职业技术学院 毕业设计（论文）任务书 学生用表
指导教师签名：
年月日
目 录
提纲??????????????????????????????????1 摘要??????????????????????????????????3 关键词?????????????????????????????????3 一、企业简介??????????????????????????????4 二、营销环境分析????????????????????????????4 三、市场调查与分析???????????????????????????5 四、SWOT分析??????????????????????????????7 五、STP分析??????????????????????????????8 六、营销目标??????????????????????????????9 七、营销策略??????????????????????????????9 八、经费预算与控制???????????????????????????10 致谢?????????????????????????????????11 参考文献???????????????????????????????12 附录?????????????????????????????????13
魅族手机营销策划书
提 纲
一、企业简介 二、营销环境分析 （一）宏观环境 1．国家政策 2．社会经济状况 （二）微观环境 1．企业自身发展前景 2．顾客 3．竞争对手 三、市场调查与分析
（一）石家庄市民对魅族品牌特别是手机的了解程度 （二）魅族手机在石家庄市的市场份额占有率 （三）石家庄市民对手机的质量及售后服务的满意度 四、SWOT分析 （一）优势 （二）劣势 （三）机会 （四）威胁 五、STP分析 （一）市场细分 1．中低端手机市场 2．高端手机市场 （二）确定目标市场 （三）市场定位
第1页
六、营销目标 七、营销策略 （一）产品策略 （二）价格策略 （三）促销策略 （四）渠道策略 八、经费预算与控制第2页
篇二：手机销售论文
哈尔滨工业大学成人高等教育毕业设计(论文)
摘 要
电子商务形式的网上商店具有高效、快捷，信息畅通的特点,还可以很大程度上降低销售成本。
本文通过在线手机销售系统的建设以实现商业零售企业的信息化管理。着重论述了在线手机销售系统功能的实现与设计过程。在系统的设计与开发过程中严格遵守软件工程的规范，运用软件设计模式，从而减少系统模块间的偶合，力求做到系统的稳定性、可重用性和可扩充性。
本系统功能主要包括会员注册、帐户管理、购物车、搜索、结帐等基本功能。此外，本系统也将实现在线手机销售系统的后端管理，包括手机的添加、帐单的处理等功能。很大程度上减轻了维护人员的劳动强度，提高了工作效率与管理水平，具有很大的使用价值。
本系统运用ASP技术实现，后端数据库采用SQL SERVER 2000作为数据库服务器，前端开发工具使用Macromedia Dreamweaver 4。本系统具有用户使用简单、界面直观等优点，可以帮助顾客更快更准的了解手机市场信息，以便取得物美价廉的手机。
关键词：电子商务，网上商店，手机购物
I
哈尔滨工业大学成人高等教育毕业设计(论文)
Abstract
The on-line store of the electronic commerce form is efficient, fast and unimpeded information, which can also lower the sale cost up.
This text mainly describes to construct about the marketing system of an on-line cellular phone, provides the information-based management for the retailing business.Emphasized to discuss the realization and the design processes of the on-line cellular phone sale system.At the design and the development processes of the system in the norm of the strict observance software engineering, the usage about software design mode, thus reduce the system mold piece of match accidentally, try hard to make the system stability.
This system function mainly includes the member register, the bank account management, shopping car, search, settle an account the basic function and so on.In addition, this system also will carry out the hypervisor management about the on-line cellular phone sale system, including the cellular phone increase and the processing of the bill etc. function.Eased to support the personnel's labor strength on the very big degree, raise the work efficiency and manager the level, is big value of using.
This system is realized through ASP technique, hypervisor database adopt SQL SERVER 2000 as the database server, client applications development tool use the Macromedia Dreamweaver 4.This system is simple of using for customer, the interface keeps the view etc., help customer sooner and more precise understanding cellular phone market information, in order to obtain the cellular phone of the beautiful but low price.
Key words Electronic commerce On-line store Cellular phone shopping
II
哈尔滨工业大学成人高等教育毕业设计(论文)
目录
摘 要 ························································································· I ABSTRACT ···················································································· II
第1章 绪 论 ············································································· 1
1.1 课题背景 ············································································ 1
1.2 课题研究的意义 ··································································· 1
1.3 手机销售网站的现状 ····························································· 2
第2章 系统需求分析 ······································································· 3
2.1 手机销售网站背景 ································································ 3
2.2 网站的市场定位分析 ····························································· 3
2.3 网站的开发工具 ··································································· 3
2.4 网站业务流程 ······································································ 4
2.5 网站数据流图 ······································································ 5
第3章 系统总体设计 ······································································· 6
3.1 系统功能概述 ······································································ 6
3.2 系统功能分析 ······································································ 6
3.3 系统功能模块划分 ································································ 7
第4章 数据库的设计与实现 ······························································ 9
4.1 数据库需求分析 ··································································· 9
4.2 数据库概念结构设计 ··························································· 10
4.3 数据库逻辑结构设计 ··························································· 12
第5章 网站的风格及页面设计 ························································· 17
5.1 页面设计的原则 ································································· 17
5.1.1线条的使用 ............................................................................. 17
5.1.2色彩的选择 ............................................................................. 17
5.2 网站设计构思 ···································································· 18 III
哈尔滨工业大学成人高等教育毕业设计(论文)
5.3 网站的风格版面设计 ··························································· 19
5.4 商城主页设计 ···································································· 20
5.5 客户端界面结构设计 ··························································· 20
5.5.1界面头、尾设计 ...................................................................... 21
5.5.2界面左恻快捷菜单设计 ........................................................... 21
5.6 管理端界面结构设计 ··························································· 21
第6章 系统详细设计 ····································································· 22
6.1 管理端界面设计 ································································· 22
6.1.1商品（手机）维护模块 ........................................................... 22
6.1.2会员维护模块 ......................................................................... 25
6.1.3订单维护模块 ......................................................................... 27
6.1.4管理员维护模块 ...................................................................... 30
6.1.5用户登陆模块 ......................................................................... 31
6.2 客户端界面设计 ································································· 32
6.2.1商品（手机）信息浏览模块 .................................................... 32
6.2.2购物车管理模块设计 ............................................................... 34
6.2.3提交订单模块设计 .................................................................. 36
6.3 系统调试运行 ···································································· 38 结 论 ······················································································· 40 致 谢 ······················································································· 41 参考文献 ······················································································· 42 附录1 ··························································································· 43 附录2 ··························································································· 46
IV
哈尔滨工业大学成人高等教育毕业设计(论文)
第1章 绪 论
1.1 课题背景
近年来，随着Internet的迅速崛起，互联网已日益成为收集提供信息的最佳渠道并逐步进入传统的流通领域。于是电子商务开始流行起来，越来越多的商家在网上建起在线商店，向消费者展示出一种新颖的购物理念。网上购物系统作为B2B（既企业对企业）,B2C(即企业对消费者),C2C(即消费者对消费者)电子商务的前端商务平台,在其商务活动全过程中起着举足轻重的作用。网上购物系统具有强大的交互功能，可使商家和用户方便的传递信息，完成电子贸易或EDI交易。这种全新的交易方式实现了公司间文档与资金的无纸化交换。本文旨在研究如何建设B2C的在线手机销售系统。
1.2 课题研究的意义
企业与消费者间的电子商务BtoC，是一种网上直销方式，网上销售手机缩减了中间渠道，产品一般直接源自厂商的生产基地，不但品质有保证价格上也更优惠。同时网上销售在缩减支出方面的有时也是传统店铺无法比拟的，由于不需要实际的店面，不仅避免了店铺租金的开销，还可省去装修、管理等方面的诸多费用，所以价格成为众多网上购机用户的首选因素。另外所不同的就是网上购物可以足不出户，各地商品任选，如此方便快捷，无时间空间限制是传统经营模式无法比拟的，如今人们生活质量的提高，购物方式也变得轻松自由化、个性化，这将成为网上销售手机的一大优势。
传统的购物和网上购物相比，有其自身的许多优势。
（1）网上购物的快捷，方便是传统购物没法比较的。
（2）网上购物是基于互联网的一种商务活动，互联网本身具有开放性全球性，特点，电子商务可为企业个人提供丰富的信息资源，为企业创造更多商业机会。
（3）网上购物简化了企业与企业，企业与个人之间的流通环节，最大限度地降低了流通成本，能有效地提高企业在现代商业活动中的竞争力。 1
篇三：华为手机营销策略论文
毕 业 论 文
题目名称： 华为手机营销策略研究
所在系部：
专 业：
学生姓名：
学 号：
指导教师：
二〇一五年 月 日
毕业论文原创性声明
本人郑重声明：所呈交毕业论文，是本人在指导教师的指导(转自：wWw.DXf5.Com 东星 资源网:手机促销方案论文)下，独立进行研 究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他人 或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体， 均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。
论文作者签名： 年 月 日
华为手机营销策略研究
摘要：面对全国上下深入落实习近平总书记关于经济发展重要会议精神，经济下行压力过大，销售行业竞争也日益激烈,当前形式下华为公司也积极探求如何有效地扩大市场份额。
本论文以华为手机为研究对象，结合华为手机的国内外发展史，指出华为手机业务部在保证质量的前提下，利用营销的4p理论（产品、价格、渠道、促销）,明确了华为在国内开拓手机业务的优势、劣势、机遇和挑战。设计了相应的产品、价格、渠道、促销等营销策略的组合，进一步探论华为手机的发展趋势和市场空间，确保在竞争中立于不败之地。
关键词：华为手机；4p理论;营销策划
Research on HUAWEI mobile phone marketing strategy
Abstract: Facing the in-depth implementation of General Secretary Xi Jinping on
economic development is an important conference spirit, economic downward pressure is too large, the sales industry competition is increasingly fierce, the Huawei Company also actively seeking to effectively expand market share.
This paper taking Huawei mobile phone as the research object, combined with
Huawei cell phone at home and abroad history of the development, points out that
Huawei's mobile phone business department under the premise of quality assurance, the marketing 4P theory (product, price, channel, promotion), clear the Huawei in China develop mobile phone business advantages, weaknesses, opportunities and challenges. Design combination of corresponding product, price, channel, promotion marketing
strategy, further discussion on development trends and market space of Huawei's mobile phone, ensure that in the competition invincible.
Keywords: HUAWEI mobile; 4P theory；Marketing Planning
目录
一、华为手机的成长历程 ...................................................................................................................... 1
(一）华为公司简介 ................................................................................................................................ 1
(二）华为手机国内发展历程 ................................................................................................................ 1
(三）华为手机国外发展历程 ................................................................................................................ 2
二、华为手机的营销策略优势 .............................................................................................................. 3
(一）华为手机产品策略的优势分析 ..................................................................................................... 3
1.实体品牌、规格、型号丰富多样 ...................................................................................................... 3
2.质量过硬得到广大人群的信赖 .......................................................................................................... 3
3.拥有国内先进的技术 .......................................................................................................................... 3
(二）华为手机价格策略的优势分析 .................................................................................................... 4
1.产业链互通基本价格低 ...................................................................................................................... 4
2.芯片技术降低研发成本 ...................................................................................................................... 4
3.相对于海外产品运营成本低 .............................................................................................................. 4
(三）华为手机渠道策略的优势分析 .................................................................................................... 4
1.分销渠道形式多样化 .......................................................................................................................... 4
2.与良好的运营商合作 .......................................................................................................................... 5
(四）华为手机促销策略的优势分析 .................................................................................................... 5
1.别具特色的广告词 .............................................................................................................................. 5
2.营销推广的方式多样化 ...................................................................................................................... 5
三、华为手机营销策略的劣势 .............................................................................................................. 6
(一）华为手机产品策略劣势的分析 ..................................................................................................... 6
1.商务机型多外观不够新颖 .................................................................................................................. 6
2.机身本身没有防盗系统 ...................................................................................................................... 6
3.手机的反侦察能力差 .......................................................................................................................... 6
4.安卓系统手机运转缓慢 ...................................................................................................................... 6
(二）华为手机价格策略劣势的分析 .................................................................................................... 6
1.比同功能手机价格贵 .......................................................................................................................... 6
2.华为折扣价格比率低 .......................................................................................................................... 7
(三）华为手机渠道策略劣势的分析 .................................................................................................... 7
1.完全依赖运营商过于单一化 .............................................................................................................. 7
2.网络运营模式经验不足 ...................................................................................................................... 7
(四）华为手机促销策略劣势的分析 .................................................................................................... 7
1.广告宣传力度有问题 .......................................................................................................................... 7
2.没有针对大学生的促销方式 .............................................................................................................. 7
3.华为手机降价方式没有针对性人群 .................................................................................................. 7
4.华为手机赠品促销力度薄弱 .............................................................................................................. 8
四、华为手机营销策略的优化 .............................................................................................................. 8
(一）华为手机产品策略的优化 ............................................................................................................ 9