南京现代雕塑中心营销策划研究

发布时间：2018-06-04 05:29

本文选题：营销策划 + 现代雕塑行业　；参考：《西安理工大学》2003年硕士论文

【摘要】： 伴随着中国的顺利入世和经济发展，中国的城市建设也进入了快车道。城市建设推动了现代城市雕塑这一新兴艺术产品以前所未有的速度发展，巨大的市场需求给现代雕塑企业带了发展契机。日趋成熟、竞争激烈的市场给南京现代雕塑中心带来的不仅是难得的机遇，同时也有极为严峻的挑战。市场营销策划在任何一个企业的经营活动中都处于关键的地位，成功的营销策划可以使企业达到既定目标，增强企业对环境的适应能力，甚至带来难以估量的利益，对企业的发展具有重要的现实意义。本文运用了市场营销策划的基本原理，采用了理论联系实际、定性与定量相结合的方法，对雕塑中心所面临的营销环境及企业内部现行问题进行了系统、深入的研究。首先，阐述了市场营销策划理论，总结了国、内外营销策划理论研究和运用的现状、发展趋势及存在的问题；其次，采用统计分析法，对国内雕塑行业内企业构成及雕塑中心历年销售和客户分布进行统计，分析了雕塑中心所面临的宏观及微观营销环境；继而运用实证分析法，对南京现代雕塑中心客户及潜在客户分别进行了回访问卷调查和问卷调查，系统分析了雕塑中心内部存在的营销问题。在以上分析基础上，设计了南京现代雕塑中心营销策划方案，包括营销战略策划，营销流程策划、产品策划、公关广告策划，并针对突发的SARS给雕塑中心带来的危机进行了危机营销策划，使营销策划方案构成一个有机的整体。最后，在结合南京现代雕塑中心的实际的基础上，，提出了保障营销策划方案实施的必要措施。
[Abstract]:With China's entry into WTO and economic development, China's urban construction has also entered the fast lane. Urban construction has promoted the development of modern urban sculpture as a new art product at an unprecedented speed, and the huge market demand has brought a development opportunity to modern sculpture enterprises. The increasingly mature and competitive market brings not only rare opportunities but also severe challenges to Nanjing Modern Sculpture Center. Marketing planning plays a key role in the business activities of any enterprise. Successful marketing planning can enable the enterprise to achieve the established goals, enhance the adaptability of the enterprise to the environment, and even bring incalculable benefits. It is of great practical significance to the development of enterprises. In this paper, the basic principles of marketing planning, the combination of theory and practice, qualitative and quantitative methods are used to systematically and deeply study the marketing environment faced by the sculpture center and the current problems within the enterprise. First of all, it expounds the theory of marketing planning, summarizes the current situation, development trend and existing problems of the research and application of the theory of marketing planning at home and abroad; secondly, it adopts the statistical analysis method. This paper makes statistics on the composition of domestic sculpture enterprises and the sales and customer distribution of sculpture centers over the years, analyzes the macro and micro marketing environment faced by sculpture centers, and then applies the empirical analysis method. The customers and potential customers of Nanjing Modern Sculpture Center were investigated with questionnaires and questionnaires respectively, and the marketing problems in the Sculpture Center were analyzed systematically. Based on the above analysis, the marketing planning scheme of Nanjing Modern Sculpture Center is designed, including marketing strategy planning, marketing process planning, product planning, public relations advertising planning. And the crisis brought by the sudden SARS to the sculpture center is planned, which makes the marketing plan form an organic whole. Finally, based on the reality of Nanjing Modern Sculpture Center, the necessary measures to ensure the implementation of marketing planning scheme are put forward.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：F279.26

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