ZR知识产权代理公司营销策略研究
发布时间：2018-11-25 12:31
【摘要】：本文的主要研究内容是ZR知识产权公司营销策略。文章通过分析ZR公司的竞争环境、细分市场、服务定位,确定目标市场后,分析ZR公司在8P方面的不足,尤其深入分析促销教育、渠道、服务流程方面存在的问题及需要改进的地方,从而针对细分市场的行为偏好制定出相应的营销策略。具体来看,文章深入分析知识产权代理这项服务产品的服务传递时间流程,知识产权服务之花,知识产权代理价格桶与需求曲线的关系,知识产权代理目标受众信息的途径,知识产权代理服务蓝图中造成失误的环节,知识产权代理人力资源管理轮状,知识产权代理服务质量差距模型。 本文的结论是：ZR知识产权公司的目标市场聚集于个体经营者,ZR公司为个体经营者量身定制产品要素,走向顾客的办公场所提供服务；成本加成定价的同时结合竞争、产能、渠道差异动态定价；加强口碑营销,降低服务流程中的等待时间,改进服务流程提高准确率；多聘营销人员以量取胜；承诺服务时效提高服务质量,加强与顾客沟通和教育,消除认识差距与理解沟通差距。
[Abstract]:The main content of this paper is the marketing strategy of ZR intellectual property Company. After analyzing the competitive environment, market segmentation, service orientation and target market of ZR Company, this paper analyzes the deficiency of ZR Company in 8P aspect, especially deeply analyzes the promotion education, channels, etc. The problems existing in service flow and the areas that need to be improved in order to formulate the corresponding marketing strategy according to the behavior preference of subdivision market. In particular, the article deeply analyzes the service delivery time flow of intellectual property agency, the flower of intellectual property service, the relationship between intellectual property agency price bucket and demand curve, and the way of intellectual property agency target audience information. In the blueprint of intellectual property agency service, the link of error is caused, the human resource management wheel of intellectual property agent and the service quality gap model of intellectual property agent. The conclusion of this paper is as follows: the target market of ZR intellectual property company is concentrated in the self-employed, and ZR company provides service to the self-employed person by customizing the product elements and going to the office of the customer; Cost plus pricing combined with competition, capacity, channel difference dynamic pricing; strengthen word-of-mouth marketing, reduce the waiting time in the service process, improve the service process to improve the accuracy; Promise service limitation to improve service quality, strengthen communication and education with customers, eliminate the gap between understanding and understanding.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F204
本文编号：2356115
[Abstract]:The main content of this paper is the marketing strategy of ZR intellectual property Company. After analyzing the competitive environment, market segmentation, service orientation and target market of ZR Company, this paper analyzes the deficiency of ZR Company in 8P aspect, especially deeply analyzes the promotion education, channels, etc. The problems existing in service flow and the areas that need to be improved in order to formulate the corresponding marketing strategy according to the behavior preference of subdivision market. In particular, the article deeply analyzes the service delivery time flow of intellectual property agency, the flower of intellectual property service, the relationship between intellectual property agency price bucket and demand curve, and the way of intellectual property agency target audience information. In the blueprint of intellectual property agency service, the link of error is caused, the human resource management wheel of intellectual property agent and the service quality gap model of intellectual property agent. The conclusion of this paper is as follows: the target market of ZR intellectual property company is concentrated in the self-employed, and ZR company provides service to the self-employed person by customizing the product elements and going to the office of the customer; Cost plus pricing combined with competition, capacity, channel difference dynamic pricing; strengthen word-of-mouth marketing, reduce the waiting time in the service process, improve the service process to improve the accuracy; Promise service limitation to improve service quality, strengthen communication and education with customers, eliminate the gap between understanding and understanding.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F204
【参考文献】
相关期刊论文 前1条
1 陈志兴;;商标司法审查实践中类似商品的判断(下)[J];中华商标;2013年02期
，本文编号：2356115
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