本文对智能可穿戴市场的宏观环境，政治环境，经济环境，社会文化环境以
及技术环境进行了深入的分析。同时从微观的角度分析了智能手环的消费趋势，
以及整个手环市场的发展现状，结合PZ公司智能手环的独特的健康医疗数据监测，
分析，整合的特点，对 PZ 公司智能手环的目标市场进行分析，明确了 PZ 公司智
能手环的目标市场为具有健康意识，对自己身体健康数据关注并对自己身体健康
具有保护意识的人群。根据 PZ 公司智能手环的产品特色，以市场补缺者的身份进
入智能手环市场，确定了其产品定位为人体健康管理顾问。从营销管理的角度，
确立了 PZ 公司智能手环具有的技术优势，渠道优势。产品组合化繁为简，专注一
个功能的产品策略，满意定价和感知定价的定价策略，线上线下相结合的渠道策
略和促销组合策略
该营销方案为PZ公司智能手环如何推出市场，在竞争激烈的市场中杀出重围，
树立鲜明的品牌形象，并获得消费者的认可，引爆整个市场提供了直接的指导和
帮助
关键词: 智能手环；健康监测；营销策略ABSTRACT
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ABSTRACT
The twenty-first Century society is intelligent society, wearable devices like smart
products such as bamboo shoots after a spring rain, constantly changing our life. People
for wearable devices market enthusiasm is that this is a great space for future
development of the blue ocean market. The development of smart Bracelet momentum
of the most fierce. Because of its small fashion and convenient to carry. Although many
companies seize market opportunities, to produce a lot of homogenization of smart
bracelet is serious, but the product does not hold a user pain point point. So the cause of
market sales is not optimistic about the situation. In this paper the PZ company will use
the company&39;s existing medical equipment Preparation of R & D team and cooperation
with major medical colleges in the deep background and intelligent Bracelet
combination. Developed to monitor human health data and human health data analysis,
health smart Bracelet integration. But as a new product, want to occupy a certain market
share in the market, must to develop a complete set of effective marketing plan, create
their own unique brand image, enhance brand recognition, which is recognized by
consumers and accept.
The intelligent wearable market macro environment, political environment,
economic environment, social and cultural environment and technological environment
are analyzed. At the same time, analyzes the consumption trend of smart bracelet, the
bracelet and the development of the market situation, combined with the unique health
data monitoring, PZ Si Zhineng&39;s bracelet analysis. The integration of features, analysis
of the smart bracelet the target market of PZ company, the smart Bracelet PZ company&39;s
target market with health awareness, to their own health data and has protection
awareness of their own health crowd. According to the company&39;s products especially
smart Bracelet PZ Color, entered the smart Bracelet market to market nicher status,
determine the product positioning for the human health management consultant. From
the perspective of marketing management, establish technical advantages, the smart
Bracelet PZ company has the advantage of the channels. The product portfolio to
simplify, attention to a function of product strategy, pricing and pricing perception the
pricing strategy, combining online and offline channel strategy and promotion strategy.
The marketing plan for the company to launch PZ smart Bracelet market, in theABSTRACT
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fierce competition in the market deus ex, establish a distinctive brand image, and get the
recognition of consumers, provide direct guidance and help to detonate the entire
market.
Keywords: smart bracelet; health monitoring; marketing strategy目录
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目 录
第一章 绪 论...... 1
1.1 研究背景和目的 1
1.1.1 研究背景..... 1
1.1.2 研究目的..... 2
1.2 研究内容及框架 2
1.2.1 研究内容..... 2
1.2.2 研究框架..... 3
1.3 研究现状及理论 4
1.3.1 研究现状..... 4
1.3.2 理论基础..... 7
1.4 问题的提出........ 9
第二章 智能手环营销环境分析.......... 10
2.1 智能手环的商业模式 .. 10
2.2 智能手环的市场格局分析 ...... 12
2.3 智能手环市场需求 ...... 13
2.4 宏观环境分析 .. 15
2.5 智能手环竞争对手分析 .......... 20
第三章 PZ 公司项目现状分析22
3.1 PZ 公司的现状与发展 . 22
3.2 智能手环的项目概况 .. 25
3.3 PZ 公司智能手环的 SWOT 分析 ........ 27
第四章 PZ 公司智能手环的市场营销策略 .... 30
4.1 STP 分析........... 30
4.1.1 市场细分... 30
4.1.2 目标市场选择....... 32
4.1.3 市场定位......
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