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[마케팅조사] 플레이스테이션2 playstation 2 의 소비자 확대를 위한 커뮤니케이션전략에 대한 자료입니다.
목차
1. summary
2. 개요
1)조사 배경
2)조사 목적
3)조사 방법
3. 상황분석
1)playstation의 STP분석
2)playstation의 SWOT분석
4. 새로운 마케팅 전략 수립
-4P에 따른 문제점 및 전략
5. 설문지 분석(SAS분석)결과 중요변수들의 빈도 분석 첨부
본문내용
1. summary
There was a dramatical rise about 200% in the video game market since the 90's. But the video game market ran into a crisis because of the appearance of on-line game such as starcraft. The crisis of playstation2 comes into a new aspect since there appeared about 25000 PC rooms and lots of competitors like X-BOX from MS and GameCube from Nintendo. But we can still count on the restoration of PS2 because there are lots of manias and the enlargement of the PS rooms little bit similar to PC rooms and also because the game title is translated in korean through SCEK.
Through this investigation we will try to find the disposition and taste of the consumers and by searching these trends we will also try to find out how PS2 will have its opportunity to succeed.
To accomplish these investigation purposes, we first did STP analysis and SWOT analysis of PlayStation and then focusing on 4P's of PlayStation, we examined problems and causes. And we finally proposed alternative solutions.
Especially we will find a solution through the reinforcement of the on-line ablilty of PS2 and Trough marketing.
Followings are our constriction of 4P's analysis and alternative marketing strategy deduction.
Above all our research proved that the price is so high, but we decided that not to cut the price but to persuade gamers that price is reasonable.
And gamers pointed out networking with others is so important element for them to enjoy games. So we decided to make complex-game plaza which can enjoy playstation and pc-games simultaneously.
In the product problems and solutions, developing the playstation as it can be played on the on-line is considered wisely.
At the conclusion, we strengthened our promotional ways by various means such as active publicities, many events, suppoting the playstation room, introduction of battle-net systems.
2. 개요
1)조사 배경
1990년대까지 200%에 가까운 성장률을 보이던 비디오게임시장이 PC게임과 온라인게임 시장의 확대에 주춤하고 있다. 'Star Craft'열풍의 시너지 효과는 게임시장에 엄청난 지각변동을 일으켰다.
PlayStation 2에 부정적 영향을 끼칠 변