C公司平面设计类广告服务定价策略分析

发布时间：2018-04-29 11:50

本文选题：平面设计 + 广告服务　；参考：《长沙理工大学》2011年硕士论文

【摘要】：我国平面设计类广告行业发展迅速,特别是在计算机技术迅速发展的背景下,平面设计类广告的竞争异常激烈,平面设计类广告公司越来越关注广告服务定价,如何恰当的运用定价策略吸引新拓展客户、留住存量客户是平面设计类广告公司提高竞争力的主要手段。C公司作为湖南本土专业设计公司专注于平面设计类广告服务,在湖南平面设计类广告发展中,始终发挥着积极作用。在平面设计类广告行业发展与竞争中,价格在广告服务销售中发挥着主导作用,成为提高平面设计类广告服务市场占有额的主要手段。而C公司作为湖南本土专业设计公司,广告定价策略既要考虑到成本因素,又要考虑到市场、竞争对手、自身管理等方面的情况。目前,C公司面临的内部和外部环境都发生了巨大变化,也面临异常激烈的行业竞争,目前涉及广告缺乏创新性,广告形式同质化,广告前期投入大且成本高,广告设计材料采购不规范等问题,所以,C公司必须依据广告公司所处的环境及采取的定价策略,结合市场环境和竞争对手情况提出成本定价改进策略,降低广告设计成本,提高C公司在广告服务行业中的竞争力。第一,广告成本策略选择,具体从变动成本定价法、目标收益定价法、边际贡献定价法三个方面进行分析。第二,传统广告成本定价策略分析,分析了传统定价法的优点和缺点。第三,广告成本定价策略的改进,将市场情况和竞争对手情况加入到传统广告定价策略中,制定出更加科学、客观和真实的广告服务价格。本文在广告服务定价策略进行分析的基础上,以求实现拓展C公司的市场、留住存量客户、吸引新拓展客户和提高市场占有额的目标。
[Abstract]:Graphic design advertising industry in China is developing rapidly, especially in the background of the rapid development of computer technology, graphic design advertising competition is extremely fierce, graphic design advertising companies pay more and more attention to the pricing of advertising services. How to use pricing strategy to attract new customers and retain customers is the main means for graphic design advertising companies to improve their competitiveness. C company, as a professional design company in Hunan Province, focuses on graphic design advertising services. In Hunan graphic design advertising development, has always played a positive role. In the development and competition of graphic design advertising industry, price plays a leading role in advertising service sales and becomes the main means to improve the market share of graphic design advertising services. C company as a professional design company in Hunan Province, advertising pricing strategy should not only consider the cost factors, but also consider the market, competitors, their own management and other aspects of the situation. At present, the internal and external environment that the company is facing has undergone tremendous changes, and it also faces extremely fierce competition in the industry. At present, it involves the lack of innovation in advertising, the homogeneity of advertising forms, the large investment and high cost in the early stage of advertising. Therefore, according to the environment of the advertising company and the pricing strategy adopted by the advertising company, according to the market environment and the situation of the competitors, the cost pricing improvement strategy should be put forward, so as to reduce the advertising design cost. Improve the competitiveness of C Company in the advertising service industry. First, the choice of advertising cost strategy is analyzed from three aspects: variable cost pricing method, target income pricing method and marginal contribution pricing method. Second, the analysis of the traditional advertising cost pricing strategy, the advantages and disadvantages of the traditional pricing method. Third, the improvement of advertising cost pricing strategy, the market situation and competitors into the traditional advertising pricing strategy, to formulate a more scientific, objective and real advertising service prices. Based on the analysis of advertising service pricing strategy, this paper aims to expand C Company's market, retain stock customers, attract new customers and increase market share.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F713.8

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