本文選題：量販式KTV　切入點：營銷環(huán)境　出處：《江西財經(jīng)大學》2017年碩士論文　論文類型：學位論文

【摘要】：KTV是亞洲地區(qū)獨有的一種娛樂業(yè)態(tài),起源于20世紀60年代末的日本,于80年代中期傳入臺灣,再傳到中國大陸。經(jīng)過20余年的發(fā)展,KTV迅速的在城市中普及開來,已經(jīng)成為我國城市娛樂業(yè)態(tài)的重要組成部分,尤為受到年輕消費群體的喜好。由于休閑娛樂方式的新穎,且貼近市民休閑娛樂需求,KTV企業(yè)在興起的最初十余年中,經(jīng)歷了一段高創(chuàng)收的時期,這也直接導致了后來一段時期內(nèi)KTV企業(yè)數(shù)量的驟增和市場競爭的激烈化。在最近的5-10年間里,受新媒體技術(shù)的發(fā)展、新型營銷方式的出現(xiàn)、國家相關(guān)政策的出臺等諸多因素影響,KTV企業(yè)的市場環(huán)境正發(fā)生著多元的變化,對企業(yè)的內(nèi)外管理均提出了新的挑戰(zhàn)和要求。在當下變化迅速、競爭激烈的市場環(huán)境中,深化對營銷環(huán)境的認識,清晰把握企業(yè)的特征,并據(jù)此及時地調(diào)整企業(yè)營銷方式和策略,對KTV企業(yè)的生存與發(fā)展,有著重要的現(xiàn)實意義。本文以南昌市“迪卡樂”量販式KTV為研究對象,從分析企業(yè)營銷的內(nèi)外環(huán)境入手,探討企業(yè)營銷中存在的問題,在此基礎上,提出“迪卡樂”量販式KTV企業(yè)市場營銷戰(zhàn)略的調(diào)整機制與優(yōu)化策略,以期能夠為KTV企業(yè)適應新的營銷環(huán)境提供一些有意義的措施和建議。文章的主要內(nèi)容包括五個部分:第一章緒論,提出問題,闡述選題背景及研究意義,回顧與主題直接相關(guān)的研究成果,明確本研究思路框架和方法;第二章理論基礎,用于界定問題,界定核心概念,簡要闡述研究中使用的基礎理論;第三章、第四章是文章的主體分析部分,分別從內(nèi)、外兩個方面分析南昌市“迪卡樂”量販式KTV的營銷環(huán)境,深入探討企業(yè)營銷中存在的問題;第五章針對當前的營銷環(huán)境及存在問題,提出針對性的營銷戰(zhàn)略調(diào)整建議及優(yōu)化策略;第六章提煉主要研究結(jié)論,分析論文研究中存在的不足之處。經(jīng)過分析,文章認為“迪卡樂”KTV的營銷中,主要存在理念保守、專業(yè)性弱、方式傳統(tǒng)、投入有限、靈活性差5個方面的問題。針對上述問題,文中提出了企業(yè)營銷戰(zhàn)略與機制調(diào)整的具體方向,包括:更新營銷理念,主動引導市場;提升營銷專業(yè)水平,擴充人才;豐富渠道,創(chuàng)新營銷活動方式;加大營銷投入,整合營銷資源;放權(quán)給各門店,靈活對接客群。在此基礎上,提出了包括顧客滿意、成本控制、強化便利、多渠道溝通四個方面在內(nèi)的營銷要素優(yōu)化策略。
[Abstract]:KTV is a unique entertainment business in Asia. It originated in Japan at the end of 1960s. It was introduced to Taiwan in the middle of 80s and then to mainland China. It has become an important part of the urban entertainment business in our country, and is especially liked by the young consumers. Because of the novelty of the leisure and entertainment way, and close to the citizens' leisure and entertainment needs, KTV enterprises have developed in the first ten years of their emergence. After a period of high income generation, this directly led to the sudden increase in the number of KTV enterprises and the fierce competition in the market. In the recent 5-10 years, with the development of new media technology and the emergence of new marketing methods, There are many factors influencing the market environment of KTV enterprises, such as the introduction of relevant national policies, which have put forward new challenges and requirements for the internal and external management of KTV enterprises. Deepen the understanding of the marketing environment, grasp the characteristics of the enterprise clearly, and accordingly adjust the marketing mode and strategy of the enterprise in time, to the survival and development of the KTV enterprise, This paper takes "Dikale" KTV as the research object, starting with the analysis of the internal and external environment of the enterprise marketing, discusses the existing problems in the enterprise marketing, on the basis of this, This paper puts forward the adjustment mechanism and optimization strategy of the marketing strategy of the KTV enterprise of "Dikaloa" metering type. In order to provide some meaningful measures and suggestions for KTV enterprises to adapt to the new marketing environment. The main content of this paper includes five parts: chapter one, introduction, questions, background and significance of the research. Reviewing the research results directly related to the subject and clarifying the framework and methodology of this study; chapter II, theoretical basis for defining problems, defining core concepts, briefly describing the basic theories used in the study; and chapter III, Chapter 4th is the main body analysis part of the article, which analyzes the marketing environment of "Dikale" KTV in Nanchang City from the two aspects of internal and external, and probes into the problems existing in the marketing of enterprises, while chapter 5th focuses on the current marketing environment and existing problems. This paper puts forward the suggestion of adjusting marketing strategy and optimizing strategy, the main research conclusion is extracted in 6th chapter, and the deficiency in the research is analyzed. Through the analysis, the author thinks that there are conservative ideas in the marketing of "DiCarlo" KTV. In view of the above problems, the paper puts forward the specific direction of enterprise marketing strategy and mechanism adjustment, including: updating marketing concept, actively guiding the market; Enhance marketing professional level, expand talent; enrich channels, innovate marketing activities; increase marketing investment, integrate marketing resources; delegate power to stores and connect with customers flexibly. On this basis, put forward some suggestions, including customer satisfaction, cost control, Enhance convenience, multi-channel communication in the four aspects of marketing elements optimization strategy.
【學位授予單位】：江西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F719.5

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