基于免费体验的平价影楼市场定位及营销策略研究与实践

发布时间：2018-01-21 08:05

本文关键词： 市场定位与选择体验营销口碑营销全员营销　出处：《中南大学》2011年硕士论文　论文类型：学位论文

【摘要】：影楼行业经过十几年的发展,已经日益走向成熟,数码技术的发展也为摄影行业的发展注入了新的活力。但是影楼行业丰厚的利润、较低的进入门槛又吸引了大量资金的涌入,特别是工作室的出现,给这个行业带来了激烈的竞争。如何在竞争中求得生存,是每一个影楼(工作室)都在努力思考的问题,为了在竞争中求得一席之地,都在想方设法进行广告宣传,拓展业务渠道。广告战、价格战,陷入了你死我活的客户资源争夺之中。正是在这样残酷的竞争环境中,免费平价影楼独辟蹊径,开拓了中老年结婚纪念照这一低端市场,有效避开了与大多数影楼的正面竞争,并通过完整、精巧的营销策略设计与实践运营,取得了优良的业绩。本文首先从对影楼行业的研究出发,分析了影楼行业发展的历程、主要的营销手段及本地影楼行业的现状及问题；然后,以前述行业发展现状与问题分析为基础,结合相关理论,对免费平价影楼的市场定位进行分析并研究其主要的营销策略；最后以一个具体的免费平价影楼的实践为例,对于上述理论如何在影楼应用进行了分析与总结,并提出了发展的困惑与发展的思路。通过本文的研究,笔者力图归纳总结出免费平价影楼这一模式所蕴含的重要理论知识并通过研究与分析相关理论,对实践进行指导,促使免费平价影楼这一新的模式获得更好的发展。
[Abstract]:After more than ten years of development, the film industry has been increasingly mature, the development of digital technology has also injected new vitality into the development of the photography industry. The lower entry threshold has attracted a flood of money, especially the presence of studios, which has brought fierce competition to the industry. How to survive in the competition is a problem that every studio is trying to think about. In order to get a place in the competition, we are trying every means to promote advertising and expand business channels. Price war, fell into the fight for customer resources. It is in such a cruel competition environment, free and affordable studios to explore a unique path, the wedding anniversary of the middle-aged and older people to open up this low-end market. Effectively avoid the positive competition with most studios, and through a complete, sophisticated marketing strategy design and practical operation, achieved good performance. Firstly, from the research of the film building industry, this paper analyzes the course of the development of the film building industry, the main marketing means and the current situation and problems of the local film building industry. Then, based on the analysis of the current situation and problems of the industry, combined with the relevant theory, this paper analyzes the market positioning of the free and affordable studios and studies its main marketing strategies. Finally, taking the practice of a concrete free and affordable studio as an example, this paper analyzes and summarizes the application of the above theory in the studio, and puts forward the puzzles and development ideas of the development. Through the research of this paper, the author tries to sum up the important theoretical knowledge contained in the model of free and affordable studios, and through the research and analysis of relevant theories, to guide the practice. To promote the free affordable studio this new model to get better development.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F719

【相似文献】