%0 Journal Article %T 海信智能电视适老化产品营销策略研究
Hisense Intelligent TV Age-Appropriate Product Marketing Strategy Analysis %A 祝雪晴 %J E-Commerce Letters %P 1183-1196 %@ 2168-5851 %D 2025 %I Hans Publishing %R 10.12677/ecl.2025.1441000 %X 我国人口老龄化的趋势日益严重,且在社会科技飞速发展的背景下,老年人由于学习能力下降、信息技能水平不高等原因,无法充分享受智能化服务带来的便利。如何解决“银发族”在运用智能技术方面遇到的突出困难,使老年人这一电视最大的受众群体更好地共享智能电视发展成果是当今社会面临的难题。本文针对海信视像公司智能电视适老化产品的现状,分析了海信产品在智能电视适老化上存在的问题,并结合分析海信所处的宏观环境,对海信智能电视进行了营销现状的分析。在产品方面,海信电视的主营产品ULED电视和激光电视都符合智能电视的标准,但在字体和遥控器设计上没有达到智能电视适老化设计的要求,建议加强适老化设计。在价格方面,价格不适老,建议调整价格适应老年市场。在渠道方面,线下销售渠道不足,建议开辟社区销售渠道,在促销方面,面对老年群体促销时方式单一,建议增加情感营销方式。
The trend of aging population in China is becoming increasingly serious, and in the context of rapid development of social technology, elderly people are unable to fully enjoy the convenience brought by intelligent services due to declining learning abilities and low levels of information skills. How to solve the prominent difficulties faced by the “silver haired” in using intelligent technology, and enable the elderly, the largest audience of television, to better share the achievements of intelligent television development, is a challenge facing today’s society. This article focuses on the current situation of Hisense Video’s smart TV aging products, analyzes the problems existing in Hisense’s smart TV aging, and combines the analysis of Hisense’s macro environment to analyze the marketing status of Hisense’s smart TV. In terms of products, Hisense TV’s main products, ULED TV and laser TV, both meet the standards of smart TV, but do not meet the requirements of smart TV aging design in font and remote control design. It is recommended to strengthen aging design. In terms of price, the price is not suitable for the elderly, and it is recommended to adjust the price to adapt to the elderly market. In terms of channels, offline sales channels are insufficient. It is recommended to open community sales channels. In terms of promotion, when facing the elderly group, the promotion method is single, and it is recommended to increase emotional marketing methods. %K 智能电视, %K 适老化, %K 营销策略
Smart TV %K Age-Appropriate %K Marketing Strategy %U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=112018