江苏常州TK企业品牌设计事务所营销策略研究

发布时间：2018-02-05 00:20

本文关键词： 企业品牌设计 SWOT分析营销策略　出处：《南京理工大学》2007年硕士论文　论文类型：学位论文

【摘要】： 经济全球化为中国经济的迅速发展提供了极好的发展机遇,同时也令中国企业面临着严峻的国际竞争挑战。进入二十一世纪的中国已经改变发展战略,力争从世界制造加工中心向创新技术中心转变,很多中国企业立志争创世界名牌。国内各行各业都面临前所未有的竞争,提供智力产品服务的设计市场更不例外。江苏常州TK企业品牌设计事务所,作为在常州市场发展了五年的一个小型广告设计公司,要想在强手如林的市场中发展并努力拓宽市场份额,获得长远发展空间,必须审时度势,及时修订发展战略,重新明确市场定位,周密分析所处的市场环境,制定有效灵活的市场营销策略,抓住新一轮常州城市区域发展的大好机遇,力争在同行竞争中取得优势,尽快成为常州地区拥有一定知名度的优秀企业品牌设计事务所,为更好地服务常州经济,宣传各类企业形象与组织形象,尽最大努力作出自己的贡献。通过对我国品牌设计业的环境分析,以及对常州TK企业品牌设计事务所的SWOT分析,作者归纳出常州TK企业品牌设计事务所的优势、劣势、机会及威胁,提出了常州TK企业品牌设计事务所的营销战略规划,并设计了常州TK企业品牌设计事务所的整体营销策略:集聚营销、网络营销、品牌营销和学习型营销策略;并拟定了公司的具体营销策略。
[Abstract]:Economic globalization provides excellent opportunities for the rapid development of China's economy, and at the same time makes Chinese enterprises face severe international competition challenges. In 21th century, China has changed its development strategy. Striving to change from the world manufacturing and processing center to the innovation technology center, many Chinese enterprises are determined to create world famous brands. All kinds of domestic industries are facing unprecedented competition. Jiangsu Changzhou TK enterprise brand design firm, as a small advertising design company developed in Changzhou market for five years. In order to develop and expand the market share and obtain the long-term development space in the strong market, we must review the situation, revise the development strategy in time, redefine the market position, and analyze the market environment carefully. To establish effective and flexible marketing strategy, seize the new round of Changzhou city area development opportunities, strive to gain advantages in peer competition. As soon as possible become the Changzhou area has the certain well-known outstanding enterprise brand design firm, in order to better serve the Changzhou economy, propagandizes each kind of enterprise image and the organization image, makes the best effort to make own contribution. By analyzing the environment of our brand design industry and the SWOT analysis of Changzhou TK enterprise brand design firm, the author concludes the advantages and disadvantages of Changzhou TK enterprise brand design firm. Opportunities and threats, proposed Changzhou TK enterprise brand design firm marketing strategy planning, and designed Changzhou TK enterprise brand design firm's overall marketing strategy: agglomeration marketing, network marketing. Brand marketing and learning marketing strategy; And has drawn up the company's specific marketing strategy.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F273.2

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