【摘要】：本文的主要研究?jī)?nèi)容是ZR知識(shí)產(chǎn)權(quán)公司營(yíng)銷策略。文章通過分析ZR公司的競(jìng)爭(zhēng)環(huán)境、細(xì)分市場(chǎng)、服務(wù)定位,確定目標(biāo)市場(chǎng)后,分析ZR公司在8P方面的不足,尤其深入分析促銷教育、渠道、服務(wù)流程方面存在的問題及需要改進(jìn)的地方,從而針對(duì)細(xì)分市場(chǎng)的行為偏好制定出相應(yīng)的營(yíng)銷策略。具體來看,文章深入分析知識(shí)產(chǎn)權(quán)代理這項(xiàng)服務(wù)產(chǎn)品的服務(wù)傳遞時(shí)間流程,知識(shí)產(chǎn)權(quán)服務(wù)之花,知識(shí)產(chǎn)權(quán)代理價(jià)格桶與需求曲線的關(guān)系,知識(shí)產(chǎn)權(quán)代理目標(biāo)受眾信息的途徑,知識(shí)產(chǎn)權(quán)代理服務(wù)藍(lán)圖中造成失誤的環(huán)節(jié),知識(shí)產(chǎn)權(quán)代理人力資源管理輪狀,知識(shí)產(chǎn)權(quán)代理服務(wù)質(zhì)量差距模型。 本文的結(jié)論是：ZR知識(shí)產(chǎn)權(quán)公司的目標(biāo)市場(chǎng)聚集于個(gè)體經(jīng)營(yíng)者,ZR公司為個(gè)體經(jīng)營(yíng)者量身定制產(chǎn)品要素,走向顧客的辦公場(chǎng)所提供服務(wù)；成本加成定價(jià)的同時(shí)結(jié)合競(jìng)爭(zhēng)、產(chǎn)能、渠道差異動(dòng)態(tài)定價(jià)；加強(qiáng)口碑營(yíng)銷,降低服務(wù)流程中的等待時(shí)間,改進(jìn)服務(wù)流程提高準(zhǔn)確率；多聘營(yíng)銷人員以量取勝；承諾服務(wù)時(shí)效提高服務(wù)質(zhì)量,加強(qiáng)與顧客溝通和教育,消除認(rèn)識(shí)差距與理解溝通差距。
[Abstract]:The main content of this paper is the marketing strategy of ZR intellectual property Company. After analyzing the competitive environment, market segmentation, service orientation and target market of ZR Company, this paper analyzes the deficiency of ZR Company in 8P aspect, especially deeply analyzes the promotion education, channels, etc. The problems existing in service flow and the areas that need to be improved in order to formulate the corresponding marketing strategy according to the behavior preference of subdivision market. In particular, the article deeply analyzes the service delivery time flow of intellectual property agency, the flower of intellectual property service, the relationship between intellectual property agency price bucket and demand curve, and the way of intellectual property agency target audience information. In the blueprint of intellectual property agency service, the link of error is caused, the human resource management wheel of intellectual property agent and the service quality gap model of intellectual property agent. The conclusion of this paper is as follows: the target market of ZR intellectual property company is concentrated in the self-employed, and ZR company provides service to the self-employed person by customizing the product elements and going to the office of the customer; Cost plus pricing combined with competition, capacity, channel difference dynamic pricing; strengthen word-of-mouth marketing, reduce the waiting time in the service process, improve the service process to improve the accuracy; Promise service limitation to improve service quality, strengthen communication and education with customers, eliminate the gap between understanding and understanding.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F204

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陳志興;;商標(biāo)司法審查實(shí)踐中類似商品的判斷(下)[J];中華商標(biāo);2013年02期

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本文編號(hào)：2356115