全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

相关文章

更多...

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

DOI: 10.12677/ecl.2025.1441000, PP. 1183-1196

Keywords: 智能电视,适老化,营销策略
Smart TV
, Age-Appropriate, Marketing Strategy

Full-Text   Cite this paper   Add to My Lib

Abstract:

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.

References

[1]  任琦, 王娟娟, 李晨, 张硕. 老年人对智能手环的需求调查及分析[J]. 智能建筑与智慧城市, 2022(11): 31-34.
[2]  金奕. 老年人智慧产品认知能力评估与设计方法研究[D]: [硕士学位论文]. 无锡: 江南大学, 2022.
[3]  孙安. 积极老龄化视角下适老居住空间设计研究[J]. 城市建筑, 2024, 21(2): 47-49.
[4]  Özalp, B.T. (2020) Determination of Domestic Kitchen Characteristics for Elderly Turkish Women: A Comprehensive Ergonomics Approach. Open Journal of Safety Science and Technology, 10, 53-67.
https://doi.org/10.4236/ojsst.2020.102005
[5]  Lee, H., Park, S.J., Kim, M.J., Jung, J.Y., Lim, H.W. and Kim, J.T. (2012) The Service Pattern-Oriented Smart Bedroom Based on Elderly Spatial Behaviour Patterns. Indoor and Built Environment, 22, 299-308.
https://doi.org/10.1177/1420326x12469712
[6]  Fabisiak, B., Jankowska, A., Kłos, R., Knudsen, J., Gillsjö, C., Kuprienko, I., et al. (2021) Preferences of Seniors Living in Selected Baltic Sea Region Countries towards the Use of Indoor Public Space Furniture. PLOS ONE, 16, e0258676.
https://doi.org/10.1371/journal.pone.0258676
[7]  王艳坤. 智能电视人机交互技术及其专利布局[J]. 电视技术, 2022, 46(10): 203-206.
[8]  张晋萱. 适老化智能电视遥控界面设计研究[J]. 电视技术, 2022, 46(9): 222-224.
[9]  王曼, 张玮锋. 基于情感化设计理论下的“智能电视”适老化设计[J]. 中国有线电视, 2023(6): 30-34.
[10]  蒋宁平, 王邵佳. 智能电视背景下老年用户的数字困境与对策[J]. 电视研究, 2024(3): 72-74.
[11]  李素霞, 张伟. 互联网背景下新媒体营销途径研究[J]. 中外企业文化, 2020(11): 82-83.
[12]  郑昕. 互联网背景下企业品牌整合营销传播策略研究[J]. 上海商业, 2022(12): 37-39.
[13]  潘昭利, 麦瑞超. 基于4P营销理论的梧州六堡茶网店运营优化策略[J]. 商场现代化, 2022(8): 51-53.
[14]  庞紫倩. 基于4P营销理论的企业营销策略研究[J]. 投资与创业, 2023, 34(5): 104-106.
[15]  李犀珺. 电商企业成本控制策略研究[J]. 营销界, 2023(15): 98-100.
[16]  张继德, 赵亚楠. 企业战略成本管理在我国应用的现状、问题和对策[J]. 会计之友, 2014(26): 122-125.
[17]  李桓. 基于价值链的企业战略成本管理分析[J]. 经营管理者, 2015(24): 188-189.
[18]  Oraghi, C. (2011) Strategic Cost Management. Handbook of Management Accounting Gower Publishing, No. 1, 32-33.
[19]  Simmond, K. (2010) Strategic Cost Management: The Value Chain Perspective. Journal of Management Accounting Research, 4, 147-197.
[20]  Weill. P. and Vitale, M. (2014) Place to Space: Migrating to E-Business Models. Harvard Business School Press, 418-419.

Full-Text

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133