中國蓬勃的經(jīng)濟環(huán)境和企業(yè)的逐漸重視和支持給我國工業(yè)設(shè)計行業(yè)的發(fā)展帶來了前所未有的大好契機,但由于缺乏監(jiān)管和行業(yè)標(biāo)準(zhǔn),也暴露了許多弊端,市場混亂,站在管理者的角度系統(tǒng)思考的能力不足,沒有系統(tǒng)的營銷策略等。因此,工業(yè)設(shè)計公司的營銷工作變得越來越重要,對設(shè)計公司的生存和發(fā)展起著關(guān)鍵作用。近兩年由于上游小家電制造行業(yè)低迷,F工業(yè)設(shè)計公司作為工業(yè)設(shè)計行業(yè)的創(chuàng)業(yè)型公司,出現(xiàn)了銷售額急劇下滑等經(jīng)營危險現(xiàn)象,暴露出自身經(jīng)營風(fēng)險大、生存脆弱性的問題。為了解決該問題,本文在分析了我國工業(yè)設(shè)計行業(yè)的發(fā)展趨勢和競爭格局基礎(chǔ)上,對F公司的主營業(yè)務(wù)市場環(huán)境、競爭環(huán)境、現(xiàn)有市場定位等做了系統(tǒng)分析診斷,發(fā)現(xiàn)公司目前問題根源在于客戶類型過于狹窄、缺乏系統(tǒng)的市場定位策略和營銷組合策略以擴大客戶基礎(chǔ),為此需要對目前市場細分策略進行優(yōu)化并選擇最佳目標(biāo)市場,以制定市場再定位策略,讓企業(yè)突破目前營銷困境。為了更好落實F公司市場再定位策略,本文提出應(yīng)該對公司服務(wù)營銷組合進行優(yōu)化,制定相應(yīng)的產(chǎn)品、價格、渠道、促銷、有形展示、過程控制、人員管理等優(yōu)化策略,以提高該公司在市場上的競爭力。

【文章頁數(shù)】：88 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research Background
    1.2 Research Significance
    1.3 Research Methodology
    1.4 Research Contents and Framework
Chapter Ⅱ Literature Review
    2.1 Definition of Industrial Design and Modern Service
        2.1.1 Definition of Industrial Design
        2.1.2 The characteristics of Industrial Design and its position in the value chain
        2.1.3 Modern Service and the industry characteristics and marketing strategies of Service Outsourcing
    2.2 Market Segmentation
    2.3 Target Market Selection
    2.4 Market Repositioning
    2.5 Service Marketing Mix Theory of7Ps
Chapter Ⅲ Case Description of F Industrial Design Company
    3.1 Background introduction of F Industrial Design Company
    3.2 Business scope of F Industrial Design Company
    3.3 Marketing Status quo of F Industrial Design Company
    3.4 Existing main marketing problems of F Industrial Design Company
Chapter Ⅳ Case Analysis
    4.1 Main Business Market Environment Analysis of F Industrial Design Company
    4.2 Industrial Design Development Trend in China
    4.3 Competitive Environment Analysis of F Industrial Design Company
    4.4 Existing Positioning Problems Analysis of F Industrial Design Company
Chapter Ⅴ Repositioning Strategies of F Industrial Design Company
    5.1 Market Segmentation Optimization
    5.2 Market Selection Optimization
    5.3 Market Repositioning
Chapter Ⅵ Implementation of F Industrial Design Company's Repositioning Strategy..Service Marketing Mix Optimization of F Industrial Design Company
    6.1 Product Strategy Optimization
    6.2 Price-making Strategy Optimization
    6.3 Place Strategy Optimization
    6.4 Promotion Strategy Optimization
    6.5 Physical Evidence Strategy Optimization
    6.6 Process Strategy Optimization
    6.7 People Management Strategy Optimization
Chapter Ⅶ Conclusions
    7.1 Research conclusion and major research achievements
    7.2 Further discussion
REFERENCE



本文編號：3933881