气象产品市场化营销策略研究

论文总字数：22635字

目 录

摘要...........................................................................................................................1

Abstract....................................................................................................................2

1 绪论......................................................................................................................3

1.1本文的研究背景..............................................................................................3

1.1.1国际背景..............................................................................................3

1.1.2国内情境..............................................................................................3

1.2文献综述.........................................................................................................4

1.3研究意义及文章架构.......................................................................................5

1.3.1研究意义..............................................................................................5

1.3.2文章架构..............................................................................................5

2 基本理论阐述.................................................................................................6

2.1气象产品市场化..............................................................................................6

2.2 4Ps营销策略概述..........................................................................................6

2.2.1产品策略概述.......................................................................................7

2.2.2价格策略概述.......................................................................................7

2.2.3渠道策略概述.......................................................................................7

2.2.4促销策略概述.......................................................................................8

3 气象产品市场化现状分析.........................................................................8

3.1气象产品市场化进程与现状............................................................................9

3.2气象产品市场化发展前景................................................................................9

4 气象产品市场化存在的问题....................................................................10

4.1产品缺乏特色.................................................................................................10

4.2渠道单一........................................................................................................11

4.3定价一概而论.................................................................................................12

4.4缺乏专业权利支持..........................................................................................12

4.5气象经济人才匮乏..........................................................................................13

5 存在问题深层成因剖析............................................................................. 13

5.1人才培养机制的稀少.......................................................................................13

5.2气象资料的时效性.......................................................................................... 13

5.3气象产品科学性..............................................................................................13

5.4气象仪器限制.................................................................................................14

5.5社会环境影响深厚..........................................................................................14

6 气象产品市场化具体策略实施................................................................14

6.1产品策略........................................................................................................14

6.1.1新产品策略..........................................................................................14

6.1.2品牌策略.............................................................................................15

6.1.3包装策略.............................................................................................15

6.2价格策略........................................................................................................15

6.2.1理解价值定价.......................................................................................15

6.2.2综合定价..............................................................................................16

6.2.3区域灵活定价.......................................................................................16

6.3渠道策略.........................................................................................................17

6.3.1联合销售策略.......................................................................................17

6.3.2培养气象经纪人....................................................................................17

6.3.3利用新媒体...........................................................................................17

6.4促销策略.........................................................................................................18

6.4.1人员推销...............................................................................................18

6.4.2广告宣传...............................................................................................18

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