NP公司工业设计服务营销问题与对策研究
发布时间：2023-04-07 02:07
在新兴的二十一世纪,随着德国“工业4.0”和“中国制造2025”的提出,全世界范围内掀起了智能设计、智能制造和生产的浪潮,越来越多的中国制造的产品和中国企业走上国际市场的舞台,“中国制造”也走向“中国设计”的趋势,进一步给我国工业设计行业带来繁荣发展的契机。而NP公司是我国工业设计的专业企业,在我国工业设计市场有着重要地位。与此同时,许多企业开始往智能化生产转型升级,借助创新工业设计产品为企业开辟崭新的发展道路,开拓国际市场,打造知名品牌,满足消费者的个性化需求,工业设计成为各个企业获胜的法宝。市场结构快速改变,行业的竞争不断激烈化,NP公司现行的服务营销策略已经不能满足当前市场发展和竞争的需要,亟需进行优化。本论文以NP公司多年来在工业设计市场的服务营销策略的实践作为研究对象,对NP公司的宏观环境和内部环境进行分析,研究发现NP公司在营销策略方面存在问题,尤其是服务的定位、定价策略、渠道建设方面亟待改进。借助NP公司的现有优势,结合服务营销的基本理论,对NP公司创意工业设计的营销策略进行了优化,优化建议包括明确服务定位,调整定价策略、开拓国内市场等策略,为了确保服务营销优化策略得以很...
【文章页数】：107 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 INTRODUCTION
1.1 Research Background,Purpose and Significance
1.1.1 Research Background
1.1.2 Research Purpose
1.1.3 Research Significance
1.2 Research Methods and Ideas
1.2.1 Research Methods
1.2.2 Research Ideas
2 LITERATURE REVIEW
2.1 Overview of Service Marketing Concepts
2.1.1 Concept of Service
2.1.2 Concept of Service Marketing
2.2 Overview of Marketing Mix Theories
2.2.1 Market Segmentation Theory
2.2.2 Marketing Mix Theories
2.4 Overseas and Domestic Research Status
3 NP COMPANY DESCRIPTION
3.1 Profile of NP Company
3.1.1 Understanding of Industrial Design
3.1.2 Introduction of NP
3.2 Analysis of NP's Macro Environment
3.2.1 Political and Legal Environment
3.2.2 Economic Environment
3.2.3 Social Environment
3.2.4 Technology Environment
3.3 SWOT Analysis of NP
3.3.1 Strength
3.3.2 Weakness
3.3.3 Opportunity
3.3.4 Threats
4 ANALYSIS OF NP'S SERVICE MARKETING
4.1 Analysis of NP's "STP" Strategy
4.1.1 Definition of Market
4.1.2 Market Identification
4.2 Analysis of NP's Marketing Mix Strategy
4.2.1 Analysis of Industrial Design Service Innovation
4.2.2 Analysis of Service Pricing Strategy
4.2.3 Analysis of Service Promotion Strategy
4.2.4 Service Market Place Problem Analysis
4.3 Summary of NP's Marketing Problems
5 COUNTERMEASURES AND SUGGESTION
5.1 Optimization of "STP" Marketing Strategy
5.2 Optimization of Marketing Mix Strategy
5.2.1 Service Innovation Strategy
5.2.2 Service Pricing Strategy
5.2.3 Service Promotion Strategy
5.2.4 Service Market Channel Strategy
6 CONCLUSIONS
6.1 Main Findings
6.2 Limitations
REFERENCE
本文编号：3784871
【文章页数】：107 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 INTRODUCTION
1.1 Research Background,Purpose and Significance
1.1.1 Research Background
1.1.2 Research Purpose
1.1.3 Research Significance
1.2 Research Methods and Ideas
1.2.1 Research Methods
1.2.2 Research Ideas
2 LITERATURE REVIEW
2.1 Overview of Service Marketing Concepts
2.1.1 Concept of Service
2.1.2 Concept of Service Marketing
2.2 Overview of Marketing Mix Theories
2.2.1 Market Segmentation Theory
2.2.2 Marketing Mix Theories
2.4 Overseas and Domestic Research Status
3 NP COMPANY DESCRIPTION
3.1 Profile of NP Company
3.1.1 Understanding of Industrial Design
3.1.2 Introduction of NP
3.2 Analysis of NP's Macro Environment
3.2.1 Political and Legal Environment
3.2.2 Economic Environment
3.2.3 Social Environment
3.2.4 Technology Environment
3.3 SWOT Analysis of NP
3.3.1 Strength
3.3.2 Weakness
3.3.3 Opportunity
3.3.4 Threats
4 ANALYSIS OF NP'S SERVICE MARKETING
4.1 Analysis of NP's "STP" Strategy
4.1.1 Definition of Market
4.1.2 Market Identification
4.2 Analysis of NP's Marketing Mix Strategy
4.2.1 Analysis of Industrial Design Service Innovation
4.2.2 Analysis of Service Pricing Strategy
4.2.3 Analysis of Service Promotion Strategy
4.2.4 Service Market Place Problem Analysis
4.3 Summary of NP's Marketing Problems
5 COUNTERMEASURES AND SUGGESTION
5.1 Optimization of "STP" Marketing Strategy
5.2 Optimization of Marketing Mix Strategy
5.2.1 Service Innovation Strategy
5.2.2 Service Pricing Strategy
5.2.3 Service Promotion Strategy
5.2.4 Service Market Channel Strategy
6 CONCLUSIONS
6.1 Main Findings
6.2 Limitations
REFERENCE
本文编号：3784871
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