kindle电子书营销策划

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1、2012/2013学年第2学期《营销策划》期末考核题目：Kindle2014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网络化时代的到来,各种图书电子版在网络上传播兴起,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SonyReader、AmazonKindle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e

2、link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ki

3、ndle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2014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··

4、·············································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、······················································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、····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·········································

7、·············8（四）促销·······················································9八、行动方案························································11九、2014年销售预计················································12Kindle2014年度营销策划案一、行业分析(一)市场概况1、市场发展迅速。2010年，美国亚