南昌市迪卡乐量贩式KTV营销策略研究

发布时间：2018-03-10 08:51

本文选题：量贩式KTV　切入点：营销环境　出处：《江西财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：KTV是亚洲地区独有的一种娱乐业态,起源于20世纪60年代末的日本,于80年代中期传入台湾,再传到中国大陆。经过20余年的发展,KTV迅速的在城市中普及开来,已经成为我国城市娱乐业态的重要组成部分,尤为受到年轻消费群体的喜好。由于休闲娱乐方式的新颖,且贴近市民休闲娱乐需求,KTV企业在兴起的最初十余年中,经历了一段高创收的时期,这也直接导致了后来一段时期内KTV企业数量的骤增和市场竞争的激烈化。在最近的5-10年间里,受新媒体技术的发展、新型营销方式的出现、国家相关政策的出台等诸多因素影响,KTV企业的市场环境正发生着多元的变化,对企业的内外管理均提出了新的挑战和要求。在当下变化迅速、竞争激烈的市场环境中,深化对营销环境的认识,清晰把握企业的特征,并据此及时地调整企业营销方式和策略,对KTV企业的生存与发展,有着重要的现实意义。本文以南昌市“迪卡乐”量贩式KTV为研究对象,从分析企业营销的内外环境入手,探讨企业营销中存在的问题,在此基础上,提出“迪卡乐”量贩式KTV企业市场营销战略的调整机制与优化策略,以期能够为KTV企业适应新的营销环境提供一些有意义的措施和建议。文章的主要内容包括五个部分:第一章绪论,提出问题,阐述选题背景及研究意义,回顾与主题直接相关的研究成果,明确本研究思路框架和方法;第二章理论基础,用于界定问题,界定核心概念,简要阐述研究中使用的基础理论;第三章、第四章是文章的主体分析部分,分别从内、外两个方面分析南昌市“迪卡乐”量贩式KTV的营销环境,深入探讨企业营销中存在的问题;第五章针对当前的营销环境及存在问题,提出针对性的营销战略调整建议及优化策略;第六章提炼主要研究结论,分析论文研究中存在的不足之处。经过分析,文章认为“迪卡乐”KTV的营销中,主要存在理念保守、专业性弱、方式传统、投入有限、灵活性差5个方面的问题。针对上述问题,文中提出了企业营销战略与机制调整的具体方向,包括:更新营销理念,主动引导市场;提升营销专业水平,扩充人才;丰富渠道,创新营销活动方式;加大营销投入,整合营销资源;放权给各门店,灵活对接客群。在此基础上,提出了包括顾客满意、成本控制、强化便利、多渠道沟通四个方面在内的营销要素优化策略。
[Abstract]:KTV is a unique entertainment business in Asia. It originated in Japan at the end of 1960s. It was introduced to Taiwan in the middle of 80s and then to mainland China. It has become an important part of the urban entertainment business in our country, and is especially liked by the young consumers. Because of the novelty of the leisure and entertainment way, and close to the citizens' leisure and entertainment needs, KTV enterprises have developed in the first ten years of their emergence. After a period of high income generation, this directly led to the sudden increase in the number of KTV enterprises and the fierce competition in the market. In the recent 5-10 years, with the development of new media technology and the emergence of new marketing methods, There are many factors influencing the market environment of KTV enterprises, such as the introduction of relevant national policies, which have put forward new challenges and requirements for the internal and external management of KTV enterprises. Deepen the understanding of the marketing environment, grasp the characteristics of the enterprise clearly, and accordingly adjust the marketing mode and strategy of the enterprise in time, to the survival and development of the KTV enterprise, This paper takes "Dikale" KTV as the research object, starting with the analysis of the internal and external environment of the enterprise marketing, discusses the existing problems in the enterprise marketing, on the basis of this, This paper puts forward the adjustment mechanism and optimization strategy of the marketing strategy of the KTV enterprise of "Dikaloa" metering type. In order to provide some meaningful measures and suggestions for KTV enterprises to adapt to the new marketing environment. The main content of this paper includes five parts: chapter one, introduction, questions, background and significance of the research. Reviewing the research results directly related to the subject and clarifying the framework and methodology of this study; chapter II, theoretical basis for defining problems, defining core concepts, briefly describing the basic theories used in the study; and chapter III, Chapter 4th is the main body analysis part of the article, which analyzes the marketing environment of "Dikale" KTV in Nanchang City from the two aspects of internal and external, and probes into the problems existing in the marketing of enterprises, while chapter 5th focuses on the current marketing environment and existing problems. This paper puts forward the suggestion of adjusting marketing strategy and optimizing strategy, the main research conclusion is extracted in 6th chapter, and the deficiency in the research is analyzed. Through the analysis, the author thinks that there are conservative ideas in the marketing of "DiCarlo" KTV. In view of the above problems, the paper puts forward the specific direction of enterprise marketing strategy and mechanism adjustment, including: updating marketing concept, actively guiding the market; Enhance marketing professional level, expand talent; enrich channels, innovate marketing activities; increase marketing investment, integrate marketing resources; delegate power to stores and connect with customers flexibly. On this basis, put forward some suggestions, including customer satisfaction, cost control, Enhance convenience, multi-channel communication in the four aspects of marketing elements optimization strategy.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.5

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