近年来,随着社会经济的快速发展,人们的收入水平逐年攀升,消费能力也随之不

断提高,这一变化不仅为新产品带来了新的发展机遇,同时也对新产品提出了更加严峻

的考验。当前我国存在的电子产品功能多出现功能单一化的问题,致使消费者在产品的

取舍方面存在问题,尤其是在手表欧亿·体育（中国）有限公司。本文的选题构思起源于一种实用新型专利——

多功能手镯表,此表不仅能够利用其功能多样化的特点根据不同消费群体的需求进行功

能定位,而且还便于IC卡的携带。在市场同类产品中具有较大的竞争力,然而由于多功

能手镯表本身技术的创新性较弱,因而很容易被模仿和伪造,这给多功能手镯表未来的

营销和发展带来了巨大的挑战。

本文以多功能手镯表的市场营销为研究对象,幵篇分析描述了手表的重要性,从研

究背景、意义出发,铺述了研究的思路和内容。其次从新产品的营销理论出发,重点分

析了产品生命周期理论、新产品营销理论、波特五力竞争战略的理论、市场营销组合理

论。再次,文章在上述分析的基础上具体介绍了多功能手镯表的功能,同时分析丁多功

能手镯表营销的外部环境、欧亿·体育（中国）有限公司内部坏境,并利用了 SWOT分析方法具体分析了多功能手

镯表营销的优劣势;最后文章对新产品从不同层面进行了细分和市场定位,并且进一步

从产品策略、渠道策略、价格策略、促销策略四个方面具体分析了多功能手镯表的营销

策略,在此基础上,以期为其他新产品的营销给予建议和借鉴。

关键字:多功能手镯表;营销;策略

Abstract

In recent years, with the rapid development of social economy, people's income level

has been increasing year by year, the consumption ability also continue to improve, this

change is not only for the new product has brought new opportunities for development but

ulso put forward a more severe test for new products. In the present electronic products appear

problem of the single function, the existing problems in the choice of products to consumers,

especially in the watch industry. This thesis has originated a new invention patent —

multifunctional Bracelet watches, this table can not only function according to the needs of

different consumer groups by using the characteristics of its diversified functions, and are

convenient for carrying IC card. With more competitive in the market similar products,

however, because of the weak innovative multifunctional Bracelet watches itself technology,

so it is easy to be imitated and forgery, which poses a great challenge to the marketing and

development of multi-function Bracelet watches the future.

In this paper, multifunctional Bracelet watches marketing as the research object, first

described the importance of watches, starting from the research background, research

significance, paving the way,content and method of the research. Secondly, from the new

product marketing theory, focuses on the analysis of product life cycle theory, new product

marketing theory, Potter five competitive strategy theory, the theory of marketing mix.

Thirdly,based on the above analysis introduced multifunctional Bracelet Watch features, and

analyses the macro environment, multifunctional Bracelet watches marketing industry internal

environment, and use the SWOT analysis method, a detailed analysis of the superiority and

inferiority of multifunctional Bracelet watches marketing; finally the article on the new product

from the macro level and micro level segmentation and market positioning, and further from

the product strategy, channel strategy, price strategy, promotion strategy four aspects

specific analysis of the multifunctional Bracelet watches marketing strategy, on the basis of

this,give advice and reference to other new product marketing.

Keywords : Multi function watch ; marketing; strategy