G演艺公司营销组合策略创新研究
发布时间：2018-08-15 17:26
【摘要】：随着全国文化体制改革深入,国有艺术表演团体陆续转制改企,部分企业在经营方面存在着市场营销策略思路不清、办法不多、针对性不强等问题和困惑。在广东省经济转轨、社会转型环境下,2009年A剧团和B剧团由原来的政府事业单位合并转制为国有独资企业G公司,G公司目前也面临着经营方面的问题。 本文主要内容包括：(1)介绍选题背景,确定了论文要研究的主要问题；(2)对G公司市场营销环境进行分析。据此进行市场细分,进而确定G公司的市场定位——G公司应以消费者为核心,坚持经济效益和社会效益相结合,发挥优势,创作生产精品新派粤剧、包装优势经典剧目,用大戏立足城市中、高端市场和农村高端市场。(3)提出了G公司市场营销6Ps组合策略。 本文创新点：一是营销组合的创新。G公司除了考虑经典的4P策略之外还应充分关注政治权力和公共关系这两种营销策略(2P),它们是目前培育和开拓粤剧市场不可或缺的力量。本文依据科特勒的“大市场营销”理论使用“6P”组合策略以求准确地把握问题实质得出具有实践意义的结论。二是结合G公司粤剧产品的特点和营销的环境对每个营销策略提出创新思路。
[Abstract]:With the deepening of the reform of the national cultural system and the transformation of the state-owned art performing groups into enterprises, some enterprises have some problems and puzzles in the aspects of management, such as unclear marketing strategy, lack of methods, weak pertinence and so on. Under the environment of economic transition and social transformation in Guangdong Province, in 2009, A and B theatrical troupes were transformed from the original government institutions to the state-owned wholly owned company G Company G Company, which is also facing the problems of management at present. The main contents of this paper are as follows: (1) introduce the background of the topic and determine the main problems to be studied; (2) analyze the marketing environment of G Company. According to this, market segmentation is carried out, and then the market position of G Company is determined that G Company should take consumers as the core, adhere to the combination of economic and social benefits, bring its advantages into full play, create and produce fine new Cantonese opera, and package the superior classical repertoire. Based on the urban, high-end market and rural high-end market. (3) put forward G company marketing 6Ps combination strategy. The innovation of this paper is as follows: first, in addition to considering the classical 4P strategy, the company should pay full attention to the two marketing strategies (2P), political power and public relations, which are the indispensable forces to cultivate and open up the Cantonese opera market at present. According to Kotler's "big marketing" theory, this paper uses the "6p" combination strategy to accurately grasp the essence of the problem and draws a conclusion of practical significance. Second, combining the characteristics of Cantonese opera products and the marketing environment of G Company, it puts forward innovative ideas for each marketing strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J819.1
本文编号：2184905
[Abstract]:With the deepening of the reform of the national cultural system and the transformation of the state-owned art performing groups into enterprises, some enterprises have some problems and puzzles in the aspects of management, such as unclear marketing strategy, lack of methods, weak pertinence and so on. Under the environment of economic transition and social transformation in Guangdong Province, in 2009, A and B theatrical troupes were transformed from the original government institutions to the state-owned wholly owned company G Company G Company, which is also facing the problems of management at present. The main contents of this paper are as follows: (1) introduce the background of the topic and determine the main problems to be studied; (2) analyze the marketing environment of G Company. According to this, market segmentation is carried out, and then the market position of G Company is determined that G Company should take consumers as the core, adhere to the combination of economic and social benefits, bring its advantages into full play, create and produce fine new Cantonese opera, and package the superior classical repertoire. Based on the urban, high-end market and rural high-end market. (3) put forward G company marketing 6Ps combination strategy. The innovation of this paper is as follows: first, in addition to considering the classical 4P strategy, the company should pay full attention to the two marketing strategies (2P), political power and public relations, which are the indispensable forces to cultivate and open up the Cantonese opera market at present. According to Kotler's "big marketing" theory, this paper uses the "6p" combination strategy to accurately grasp the essence of the problem and draws a conclusion of practical significance. Second, combining the characteristics of Cantonese opera products and the marketing environment of G Company, it puts forward innovative ideas for each marketing strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J819.1
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