III 目录 摘要......................................................................................................................................I Abstract..............................................................................................................................II 第一章绪论..........................................................................................................................1 1.1研究背景和意义.....................................................................................................1 1.2国内外研究现状.....................................................................................................3 1.3研究内容、方法及技术路线.................................................................................8 1.4成果与创新...........................................................................................................10 第二章市场营销相关理论及工具....................................................................................12 2.1PEST分析方法......................................................................................................12 2.2波特五力分析模型...............................................................................................13 2.3SWOT分析工具......................................................................................................14 2.4PEST-SWOT矩阵分析法........................................................................................15 2.54V营销组合策略..................................................................................................15 2.6定性预测与定量预测...........................................................................................18 第三章北斗守护卡的营销环境分析................................................................................19 3.1公司简介...............................................................................................................19 3.2产品简介...............................................................................................................20 3.3宏观环境分析.......................................................................................................20 3.4竞争者分析...........................................................................................................24 3.5消费者分析...........................................................................................................28 第四章北斗守护卡的营销问题研究................................................................................32 4.1公司营销现状分析...............................................................................................32 4.2北斗守护卡营销问题及成因分析.......................................................................39 第五章北斗守护卡的营销策略制定................................................................................41 5.1整合行业资源，增强差异化营销.......................................................................41 5.2明确产品定位，增强产品功能弹性化...............................................................42 5.3健全服务体系，增强客户附加值体验...............................................................43 5.4加强品牌宣传，引领价值共鸣...........................................................................44 5.5预期实施效果.......................................................................................................46 第六章营销策略保障措施................................................................................................49 6.1加强整合政府和社会资源...................................................................................49 6.2建立有效的人才培养机制...................................................................................49 目录 IV 6.3进一步统筹制定企业阶段性发展目标...............................................................49 6.4建立高效的信息化保障体系...............................................................................50 6.5贯彻以用户为中心的服务理念...........................................................................50 结论与展望..........................................................................................................................51