南充维纳斯婚纱摄影公司营销策略研究

发布时间：2018-03-12 15:10

本文选题：南充维纳斯　切入点：婚纱影楼　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国改革开放的发展，中国经济日益增长，90年代初期开始，婚纱摄影的消费观念在人们的思想中慢慢形成，婚纱摄影行业就此逐渐兴起。南充婚纱摄影行业始于九十年代末，，十余年间，各大婚纱影楼先后进入南充市场，此外，随着行业的发展，很多摄影工作室也逐渐兴起。在如此激烈的竞争环境中，南充维纳斯婚纱摄影公司如何树立自己的品牌、如何进行市场定位、如何选择合理的营销策略，在竞争中寻求生存和发展的道路成为当务之急。针对此问题，本文基于对市场定位、顾客价值、消费者行为和竞争战略选择等理论的回顾与分析，以南充维纳斯婚纱摄影公司为研究对象，对该公司的市场定位和营销策略进行了探索和研究。本文对南充维纳斯面临的宏观环境和行业环境进行了分析，全面评估了南充维纳斯的内部资源和能力，在此基础上，对南充维纳斯的优势、劣势、机会、威胁进行了SWOT分析，明确了南充维纳斯的市场定位，提出了具体的营销策略和保障措施，为提高公司市场竞争力起到了积极的促进作用，同时也对同行业的婚纱影楼具有一定的参考价值。
[Abstract]:With the development of China's reform and opening up, the Chinese economy has been growing day by day since the early 1990s, and the concept of consumption of wedding photography has slowly formed in people's minds. The wedding photography industry in Nanchong began at the end of 90s. In more than a decade, the major wedding photo studios have entered the Nanchong market. In addition, with the development of the industry, In such a fierce competition environment, Nanchong Venus wedding photography company how to establish its own brand, how to market positioning, how to choose a reasonable marketing strategy, It is urgent to seek the way of survival and development in competition. In view of this problem, this paper reviews and analyzes the theories of market orientation, customer value, consumer behavior and competitive strategy choice. This paper studies the market orientation and marketing strategy of South Chong Venus Wedding Photography Company. In this paper, the macro environment and industry environment of Venus in Nanchong are analyzed, and the internal resources and capabilities of Venus in Nanchong are comprehensively evaluated. On this basis, the strengths, weaknesses, opportunities and threats of Venus in Nanchong are analyzed by SWOT. This paper clarifies the market orientation of Venus in Nanchong, and puts forward specific marketing strategies and safeguard measures, which plays a positive role in promoting the market competitiveness of the company, and also has certain reference value to the wedding dress studios of the same industry.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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