F工业设计公司市场再定位策略研究

发布时间：2024-03-21 05:15

　　中国蓬勃的经济环境和企业的逐渐重视和支持给我国工业设计行业的发展带来了前所未有的大好契机,但由于缺乏监管和行业标准,也暴露了许多弊端,市场混乱,站在管理者的角度系统思考的能力不足,没有系统的营销策略等。因此,工业设计公司的营销工作变得越来越重要,对设计公司的生存和发展起着关键作用。近两年由于上游小家电制造行业低迷,F工业设计公司作为工业设计行业的创业型公司,出现了销售额急剧下滑等经营危险现象,暴露出自身经营风险大、生存脆弱性的问题。为了解决该问题,本文在分析了我国工业设计行业的发展趋势和竞争格局基础上,对F公司的主营业务市场环境、竞争环境、现有市场定位等做了系统分析诊断,发现公司目前问题根源在于客户类型过于狭窄、缺乏系统的市场定位策略和营销组合策略以扩大客户基础,为此需要对目前市场细分策略进行优化并选择最佳目标市场,以制定市场再定位策略,让企业突破目前营销困境。为了更好落实F公司市场再定位策略,本文提出应该对公司服务营销组合进行优化,制定相应的产品、价格、渠道、促销、有形展示、过程控制、人员管理等优化策略,以提高该公司在市场上的竞争力。

【文章页数】：88 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research Background
    1.2 Research Significance
    1.3 Research Methodology
    1.4 Research Contents and Framework
Chapter Ⅱ Literature Review
    2.1 Definition of Industrial Design and Modern Service
        2.1.1 Definition of Industrial Design
        2.1.2 The characteristics of Industrial Design and its position in the value chain
        2.1.3 Modern Service and the industry characteristics and marketing strategies of Service Outsourcing
    2.2 Market Segmentation
    2.3 Target Market Selection
    2.4 Market Repositioning
    2.5 Service Marketing Mix Theory of7Ps
Chapter Ⅲ Case Description of F Industrial Design Company
    3.1 Background introduction of F Industrial Design Company
    3.2 Business scope of F Industrial Design Company
    3.3 Marketing Status quo of F Industrial Design Company
    3.4 Existing main marketing problems of F Industrial Design Company
Chapter Ⅳ Case Analysis
    4.1 Main Business Market Environment Analysis of F Industrial Design Company
    4.2 Industrial Design Development Trend in China
    4.3 Competitive Environment Analysis of F Industrial Design Company
    4.4 Existing Positioning Problems Analysis of F Industrial Design Company
Chapter Ⅴ Repositioning Strategies of F Industrial Design Company
    5.1 Market Segmentation Optimization
    5.2 Market Selection Optimization
    5.3 Market Repositioning
Chapter Ⅵ Implementation of F Industrial Design Company's Repositioning Strategy..Service Marketing Mix Optimization of F Industrial Design Company
    6.1 Product Strategy Optimization
    6.2 Price-making Strategy Optimization
    6.3 Place Strategy Optimization
    6.4 Promotion Strategy Optimization
    6.5 Physical Evidence Strategy Optimization
    6.6 Process Strategy Optimization
    6.7 People Management Strategy Optimization
Chapter Ⅶ Conclusions
    7.1 Research conclusion and major research achievements
    7.2 Further discussion
REFERENCE



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