AAA公司营销策略研究
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摘要
CG (Computer Graphics)商业应用市场近十七年来取得了较快的发展,但市场竞争程度也随之加剧,另外广泛应用的市场需求,造成从业公司迷失了发展方向,无法聚焦资源,缺失核心竞争力。如上问题对CG行业的企业来说面临着很大的挑战。本文运用营销学的相关理论并借鉴相关研究成果论述AAA公司作为天津CG市场的领导品牌,面临日益复杂的市场环境,如何思考营销策略应对当前的竞争形势,保持和提高AAA公司的竞争优势,寻找新的业务和利润增长点,希望本文的研究能够弥补现有的关于CG行业的研究的不足,为正确认识CG行业和促进行业的健康发展有所帮助。也能为CG行业的其它企业有效参与竞争提供借鉴作用。
全文共分5个部分,第1章是绪论,主要对本文的研究背景、问题的提出进行阐述,并对本文的研究内容、研究意义以及研究方法进行简要的说明。第2章是AAA公司简介,包含两个方面：第一基本情况介绍,涉及AAA公司发展历程、主营业务及发展情况、业务波士顿矩阵分析相关内容；第二营销现状分析,涉及营销组织结构、营销绩效、营销竞争力的思考及分析。第3章是AAA公司营销环境分析,通过外部环境分析发现外部环境变化的一般规律,预测其在未来一段时间内发展变化的趋势；内部环境分析找出AAA公司的竞争优势和核心能力；swot分析深化对企业自身的认识,为后面的营销战略和营销策略分析提供指导。第4章是AAA公司营销战略分析,跟据有意义、具有较强相似性、可以识别原则划分市场；确定完全覆盖市场差别营销方式；AAA公司凭借先进的技术和优质的产品占领目标市场中高端市场,在此基础上对AAA公司目标市场战略成功的关键因素和风险因素以及实现营销战略目标的能力和资源进行相关的分析,论证营销战略的可行性；第5章是AAA公司营销策略分析,运用4P理论从产品、价格、渠道和促销四个角度对AAA公司的营销策略展开分析,从具体战术层面保证营销战略定位的实现。
CG(Computer Graphics)business applications market get rapid development in the past seventeen years, but the degree of competition in the market also will be intensified, another, market demand caused by widely used has made the companies in the industry lost the direction of development, unable to focus resources, lack of core competitiveness. The above problems make CG industry enterprises facing a great challenge. This paper used marketing theory and draw on relevant research results to discuss the AAA company, as Tianjin CG market leading brand, facing with increasingly complex market environment, how to think about the marketing strategy to cope with the current competitive situation, to maintain and improve the company's competitive advantage, to look for new business and profit growth point, I hope this study can compensate for the lack of research on the CG industry, be helpful for a correct understanding of the CG industry and promote the healthy development of the industry, can also provide a reference for the CG industry enterprises to effectively competing in the market.
The article is divided into five parts, Chapter1, Introduction, it described research background and the problems, it also made a brief description of and the content, significance, and research methods of this study. Chapter2, AAA Company Profile, it contains two aspects:the first covering the course of AAA development of the company, the main business and development, product Boston matrix analysis; second involving marketing situation analysis, the structure of the marketing organization, reflection and analysis of marketing performance, marketing competitiveness. Chapter3, AAA corporate marketing environment analysis, external environment analysis can find the general laws of the external environment changes and predict the trends of its development in the coming period of time; internal environmental analysis can identify the company's competitive advantages and core competencies; SWOT analysis can deepen the understanding of the enterprise itself, and provide guidance for the coming analysis on the marketing strategy and tactics. Chapter4, researching on AAA company's marketing strategy. Division of the market is based on principle of meaningful, strong similarity and recognizable, the company determined to cover all of segments markets in different marketing model and occupy the high-end market in each segments market with advanced technology and high quality products; To demonstrate the feasibility of marketing strategy, it analyzed the critical success factors and risk factors of AAA company target market strategy and the capacity and resources of the company to realize the Strategic objectives. Chapter5, AAA company marketing tactics analysis, to use of the4P theory to analyze the company's marketing tactics, that is from the four perspectives of product, price, place and promotion to ensure the realization of positioning of the company marketing strategy.
全文共分5个部分,第1章是绪论,主要对本文的研究背景、问题的提出进行阐述,并对本文的研究内容、研究意义以及研究方法进行简要的说明。第2章是AAA公司简介,包含两个方面：第一基本情况介绍,涉及AAA公司发展历程、主营业务及发展情况、业务波士顿矩阵分析相关内容；第二营销现状分析,涉及营销组织结构、营销绩效、营销竞争力的思考及分析。第3章是AAA公司营销环境分析,通过外部环境分析发现外部环境变化的一般规律,预测其在未来一段时间内发展变化的趋势；内部环境分析找出AAA公司的竞争优势和核心能力；swot分析深化对企业自身的认识,为后面的营销战略和营销策略分析提供指导。第4章是AAA公司营销战略分析,跟据有意义、具有较强相似性、可以识别原则划分市场；确定完全覆盖市场差别营销方式；AAA公司凭借先进的技术和优质的产品占领目标市场中高端市场,在此基础上对AAA公司目标市场战略成功的关键因素和风险因素以及实现营销战略目标的能力和资源进行相关的分析,论证营销战略的可行性；第5章是AAA公司营销策略分析,运用4P理论从产品、价格、渠道和促销四个角度对AAA公司的营销策略展开分析,从具体战术层面保证营销战略定位的实现。
CG(Computer Graphics)business applications market get rapid development in the past seventeen years, but the degree of competition in the market also will be intensified, another, market demand caused by widely used has made the companies in the industry lost the direction of development, unable to focus resources, lack of core competitiveness. The above problems make CG industry enterprises facing a great challenge. This paper used marketing theory and draw on relevant research results to discuss the AAA company, as Tianjin CG market leading brand, facing with increasingly complex market environment, how to think about the marketing strategy to cope with the current competitive situation, to maintain and improve the company's competitive advantage, to look for new business and profit growth point, I hope this study can compensate for the lack of research on the CG industry, be helpful for a correct understanding of the CG industry and promote the healthy development of the industry, can also provide a reference for the CG industry enterprises to effectively competing in the market.
The article is divided into five parts, Chapter1, Introduction, it described research background and the problems, it also made a brief description of and the content, significance, and research methods of this study. Chapter2, AAA Company Profile, it contains two aspects:the first covering the course of AAA development of the company, the main business and development, product Boston matrix analysis; second involving marketing situation analysis, the structure of the marketing organization, reflection and analysis of marketing performance, marketing competitiveness. Chapter3, AAA corporate marketing environment analysis, external environment analysis can find the general laws of the external environment changes and predict the trends of its development in the coming period of time; internal environmental analysis can identify the company's competitive advantages and core competencies; SWOT analysis can deepen the understanding of the enterprise itself, and provide guidance for the coming analysis on the marketing strategy and tactics. Chapter4, researching on AAA company's marketing strategy. Division of the market is based on principle of meaningful, strong similarity and recognizable, the company determined to cover all of segments markets in different marketing model and occupy the high-end market in each segments market with advanced technology and high quality products; To demonstrate the feasibility of marketing strategy, it analyzed the critical success factors and risk factors of AAA company target market strategy and the capacity and resources of the company to realize the Strategic objectives. Chapter5, AAA company marketing tactics analysis, to use of the4P theory to analyze the company's marketing tactics, that is from the four perspectives of product, price, place and promotion to ensure the realization of positioning of the company marketing strategy.
引文
[1]Philip Kotler. A Framework for Marketing Management[M]. Prentice Holl,2002
[2]Gronroos. C. From Marketing Mix to Relationship Marketing Toswards Paradigm Shift in Marketing[J]. Management Decision. 1994,2:4-22
[3]Florida. Richard. The Rise of the Creative Class[M]. Basic Books,2002
[4]Philip Kotler. Marketing Management[M]. Prentice Hall,2004
[5]Terry Flew. Beyond ad hocery:Defining Creative Industries[M]. The Second International Conference on Cultural Policy Research. NewZealand,2002
[6]Woodside A G, Frey L, Daly R T. Linking service quality, customer satisfaction and Behavioral intention[M]. Journal of Care Marketing,2002
[7]M.Joseph Sirgy. Integrated Marketing Communications-A System Approach[M]. Prentice-Hall,1998
[8]Markowitz. The utility of wealth[M]. Journal of Political Economy,2002
[9]Fornell C, Johnson M D. Differentiation as a basis for explaining customer satisfaction across industries[J]. Journal of economic psychology. 1993, 14:589-596
[10]Martin ChristoPher. Relationship Marketing[M]. prentice Hall press,2002
[11]Philip Kotler. Marketing Management[M].13thedition. Prentice Hall,2003
[12]Pettigrew,A. M. Longitudinal Field Research on Change:Theory and Practice[J]. Organization Science.1990,3:278-288
[13]Eisenhardt, K. M.&Martin, J. A.. Dynamic Capabilities: What are They [J]. Strategic Management Joumal.2000,10:112-118
[14]Porter, Miehael E. The Competitive Advantage of Nations[M]. Free Press,1990
[15]I. G. Harris, T. W. Ruefli. The Strategy/Structure Debate:An Examination of the Performance Implications[M]. Journal of Management Studies,2000
[16]Leonad L, Berry A, Parasuraman. Marketing Services:Competing Through Quality [M]. Free Press,1991
[17]Charles M. Futrell. Sales Management[M]. 6th edition. Harcourt College Publishers, 2001
[18]Cooke, Davies Terry. The"real"success factors on Projects[M]. International Journal of Project Management,2002
[19]詹姆斯·H·迈尔斯.市场细分与定位[M].王柿泽.电子工业出版社,2005：18-21
[20]林资敏.动漫行销[M].中信出版社,2004
[21]王洋.电影不过是巨型广告片[J].电影世界.2007,8：36-39
[22][美]菲利普·科特勒著.营销管理[M].梅汝和等译.第十版.中国人民大学出版社,2001：92-94
[23]郭俊华.关于天津经济发展中的创意产业的思考[J].环渤海经济瞭望.2006,9：7-9
[24]吴水龙,卢泰宏,胡左浩.营销科学,公司品牌对于产品评价影响的实战研究-认同的调节效应[M].科学出版社,2010
[25][美]迈克尔·波特著.竞争战略[M].陈小悦译.华夏出版社,1997：82-92
[26][美]弗雷德·R·戴维.战略管理[M].第八版.经济科学出版社,2001：115-117
[27]樊而峻,孙焕琴.品牌营销[M].中国财政经济出版社,2003
[28][美]伯特·罗森布罗姆.营销渠道管理[M].机械工业出版社,2002
[29]杨鸣唤.中国动漫产业存在的主要问题及对策研究[M].华东师范大学,2007
[30][英]王晓辉.整合营销传播[M].霍春辉等译.经济管理出版社,2009
[31]石忆邵.市场扩张若干理论问题探讨[J].商业经济与管理.2007,2：5-10
[32]陈祝平,黄艳麟.创意产业集聚区的形成机理[J].国际商务研究.2006,4：4-9
[33]马克·E佩里.战略营销管理[M].中国财政经济出版社,2003
[34]程绍珊,张博.营销模式[M].中国档案出版社,2007
[35]屈云波,贾涛,牛海鹏,贾保军.营销战略策划[M].中国商业出版社,1994
[36]厉无畏,王如忠.创意产业—城市发展的新引擎[M].上海社会科学院出版社,2005
[37]魏玉莲,王红霞,杨兴东.客户管理在营销管理中的作用[M].管理科学.2007
[38]黄江松.品牌战略[M].中国金融出版社,2000
[39]王俊,汤茂林,黄飞飞.创意产业理论研究探析[J].中国城市经济.2008,10：14-18
[40]刘吉发,岳红记,陈怀平.文化产业学[J].经济管理出版社,2005,1：144-145
[41]刘丹.企业市场营销活动的项目化管理[J].武汉科技大学学报.2003,3：28-31
[42]王方华,李乃和.营销工程[M].上海交通大学出版社,2006
[43]李光斗.品牌竞争力[M].中国人民大学出版社,2004
[44]刘银花.绩效管理[M].东北财经大学出版社,2007
[45]唐缨璋,孙黎.客户关系管理核心战略[M].中国经济出版社,2004
[46]黄恒学.市场创新[M].清华大学出版社,1998
[47]王玉.企业战略管理教程[M].第二版.上海财经大学出版社,2005
[48]花建.文化产业竞争力的内涵、结构和战略重点[J].北京大学学报.2005,2：10-17
[49][美]汤姆·赖利.增值营销[M].机械工业出版社,2004
[50]陈杰.企业竞争中产品差异化策略的制定[J].经济师.2004,1：186-187
[51]刘满凤,黎志成.顾客满意度的测评[J].统计与决策.2004,7：26-32
[2]Gronroos. C. From Marketing Mix to Relationship Marketing Toswards Paradigm Shift in Marketing[J]. Management Decision. 1994,2:4-22
[3]Florida. Richard. The Rise of the Creative Class[M]. Basic Books,2002
[4]Philip Kotler. Marketing Management[M]. Prentice Hall,2004
[5]Terry Flew. Beyond ad hocery:Defining Creative Industries[M]. The Second International Conference on Cultural Policy Research. NewZealand,2002
[6]Woodside A G, Frey L, Daly R T. Linking service quality, customer satisfaction and Behavioral intention[M]. Journal of Care Marketing,2002
[7]M.Joseph Sirgy. Integrated Marketing Communications-A System Approach[M]. Prentice-Hall,1998
[8]Markowitz. The utility of wealth[M]. Journal of Political Economy,2002
[9]Fornell C, Johnson M D. Differentiation as a basis for explaining customer satisfaction across industries[J]. Journal of economic psychology. 1993, 14:589-596
[10]Martin ChristoPher. Relationship Marketing[M]. prentice Hall press,2002
[11]Philip Kotler. Marketing Management[M].13thedition. Prentice Hall,2003
[12]Pettigrew,A. M. Longitudinal Field Research on Change:Theory and Practice[J]. Organization Science.1990,3:278-288
[13]Eisenhardt, K. M.&Martin, J. A.. Dynamic Capabilities: What are They [J]. Strategic Management Joumal.2000,10:112-118
[14]Porter, Miehael E. The Competitive Advantage of Nations[M]. Free Press,1990
[15]I. G. Harris, T. W. Ruefli. The Strategy/Structure Debate:An Examination of the Performance Implications[M]. Journal of Management Studies,2000
[16]Leonad L, Berry A, Parasuraman. Marketing Services:Competing Through Quality [M]. Free Press,1991
[17]Charles M. Futrell. Sales Management[M]. 6th edition. Harcourt College Publishers, 2001
[18]Cooke, Davies Terry. The"real"success factors on Projects[M]. International Journal of Project Management,2002
[19]詹姆斯·H·迈尔斯.市场细分与定位[M].王柿泽.电子工业出版社,2005：18-21
[20]林资敏.动漫行销[M].中信出版社,2004
[21]王洋.电影不过是巨型广告片[J].电影世界.2007,8：36-39
[22][美]菲利普·科特勒著.营销管理[M].梅汝和等译.第十版.中国人民大学出版社,2001：92-94
[23]郭俊华.关于天津经济发展中的创意产业的思考[J].环渤海经济瞭望.2006,9：7-9
[24]吴水龙,卢泰宏,胡左浩.营销科学,公司品牌对于产品评价影响的实战研究-认同的调节效应[M].科学出版社,2010
[25][美]迈克尔·波特著.竞争战略[M].陈小悦译.华夏出版社,1997：82-92
[26][美]弗雷德·R·戴维.战略管理[M].第八版.经济科学出版社,2001：115-117
[27]樊而峻,孙焕琴.品牌营销[M].中国财政经济出版社,2003
[28][美]伯特·罗森布罗姆.营销渠道管理[M].机械工业出版社,2002
[29]杨鸣唤.中国动漫产业存在的主要问题及对策研究[M].华东师范大学,2007
[30][英]王晓辉.整合营销传播[M].霍春辉等译.经济管理出版社,2009
[31]石忆邵.市场扩张若干理论问题探讨[J].商业经济与管理.2007,2：5-10
[32]陈祝平,黄艳麟.创意产业集聚区的形成机理[J].国际商务研究.2006,4：4-9
[33]马克·E佩里.战略营销管理[M].中国财政经济出版社,2003
[34]程绍珊,张博.营销模式[M].中国档案出版社,2007
[35]屈云波,贾涛,牛海鹏,贾保军.营销战略策划[M].中国商业出版社,1994
[36]厉无畏,王如忠.创意产业—城市发展的新引擎[M].上海社会科学院出版社,2005
[37]魏玉莲,王红霞,杨兴东.客户管理在营销管理中的作用[M].管理科学.2007
[38]黄江松.品牌战略[M].中国金融出版社,2000
[39]王俊,汤茂林,黄飞飞.创意产业理论研究探析[J].中国城市经济.2008,10：14-18
[40]刘吉发,岳红记,陈怀平.文化产业学[J].经济管理出版社,2005,1：144-145
[41]刘丹.企业市场营销活动的项目化管理[J].武汉科技大学学报.2003,3：28-31
[42]王方华,李乃和.营销工程[M].上海交通大学出版社,2006
[43]李光斗.品牌竞争力[M].中国人民大学出版社,2004
[44]刘银花.绩效管理[M].东北财经大学出版社,2007
[45]唐缨璋,孙黎.客户关系管理核心战略[M].中国经济出版社,2004
[46]黄恒学.市场创新[M].清华大学出版社,1998
[47]王玉.企业战略管理教程[M].第二版.上海财经大学出版社,2005
[48]花建.文化产业竞争力的内涵、结构和战略重点[J].北京大学学报.2005,2：10-17
[49][美]汤姆·赖利.增值营销[M].机械工业出版社,2004
[50]陈杰.企业竞争中产品差异化策略的制定[J].经济师.2004,1：186-187
[51]刘满凤,黎志成.顾客满意度的测评[J].统计与决策.2004,7：26-32