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1、2012/2013學(xué)年第2學(xué)期《營(yíng)銷(xiāo)策劃》期末考核題目：Kindle2014年度營(yíng)銷(xiāo)策劃案班級(jí)：營(yíng)銷(xiāo)1130組名：開(kāi)拓者組長(zhǎng)：楊琪悅組員：詹珊珊李丹蘭馮天秀陳苗吳潔麗鄭啟浩富澤豪鄭東偉摘要網(wǎng)絡(luò)化時(shí)代的到來(lái),各種圖書(shū)電子版在網(wǎng)絡(luò)上傳播興起,電腦閱讀逐漸填充了紙質(zhì)化閱讀。簡(jiǎn)單易行的方式得到了廣大受眾特別是青年群體的青睞。近年來(lái)，隨著SonyReader、AmazonKindle等電子閱讀器的推出，電子書(shū)市場(chǎng)的興起及其“硬件+內(nèi)容”的盈利模式已經(jīng)在很大程度上改變了傳統(tǒng)出版行業(yè)的格局。亞馬遜kindle電子書(shū)專(zhuān)賣(mài)店所售kindle系列電子書(shū)是有amazon公司所生產(chǎn)的一個(gè)閱讀器，使用e
2、link珍珠屏，在美國(guó)(US）和英國(guó)（UK）上市。亞馬遜kindle電子書(shū)閱讀器時(shí)尚輕薄，采用亞光灰機(jī)身打造。其配置主流6英寸E-ink電子墨水屏，800×600分辨率顯示細(xì)膩，16級(jí)高灰階，強(qiáng)光下也可閱讀。由于其屏幕不支持觸控，所以亞馬遜kindle電子書(shū)閱讀器在機(jī)身下部設(shè)置了實(shí)體按鍵，頁(yè)、選單、（虛擬）鍵盤(pán)及后退鍵。中間的方形鍵可以快速切換選單，而機(jī)身兩側(cè)的前、后頁(yè)功能鍵也使用方便。整機(jī)可支持PDF,DOC,TXT,DOCX格式電子書(shū)閱讀。也可支持JPG,GIF,BMP,PNG格式圖片瀏覽，除此外，Kindle與其它E-ink屏電紙書(shū)一樣也具備超長(zhǎng)的續(xù)航時(shí)間。本策劃案對(duì)ki
3、ndle電子書(shū)的市場(chǎng)概況進(jìn)行了全面梳理，同時(shí)對(duì)電子書(shū)的的消費(fèi)者、競(jìng)爭(zhēng)者以及目標(biāo)市場(chǎng)展開(kāi)分析；基于對(duì)kindle電子書(shū)的SWOT分析，我們從營(yíng)銷(xiāo)目標(biāo)、營(yíng)銷(xiāo)戰(zhàn)略（包括目標(biāo)市場(chǎng)分析、定位分析、分銷(xiāo)渠道分析、銷(xiāo)售隊(duì)伍建設(shè)分析、售后服務(wù)、廣告策劃、市場(chǎng)調(diào)研）等方面對(duì)亞馬遜下的kindle電子書(shū)進(jìn)行了市場(chǎng)策略策劃，繼而提出了具體行動(dòng)方案，然后進(jìn)行了2014年銷(xiāo)售預(yù)計(jì)分析，使得kindle電子書(shū)能在新一代消費(fèi)群體中樹(shù)立良好的品牌形象和知名度。目錄一、行業(yè)分析························································1（一）市場(chǎng)狀況分析··
4、·············································1（二）電子書(shū)發(fā)展趨勢(shì)分析·········································2（三）市場(chǎng)分析···················································3二、企業(yè)分析························································3三、競(jìng)爭(zhēng)品牌分析····················································4四、SWOT分析·
5、······················································5五、營(yíng)銷(xiāo)目標(biāo)························································6六、營(yíng)銷(xiāo)戰(zhàn)略分析(STP)···············································6（一）市場(chǎng)細(xì)分···················································6（二）目標(biāo)市場(chǎng)···············································
6、····6（三）產(chǎn)品定位···················································6七、營(yíng)銷(xiāo)策略分析(4P)················································7（一）產(chǎn)品·······················································7（二）價(jià)格······················································7（三）渠道·········································
7、·············8（四）促銷(xiāo)·······················································9八、行動(dòng)方案························································11九、2014年銷(xiāo)售預(yù)計(jì)················································12Kindle2014年度營(yíng)銷(xiāo)策劃案一、行業(yè)分析(一)市場(chǎng)概況1、市場(chǎng)發(fā)展迅速。2010年，美國(guó)亞
