在新興的二十一世紀,隨著德國“工業(yè)4.0”和“中國制造2025”的提出,全世界范圍內(nèi)掀起了智能設(shè)計、智能制造和生產(chǎn)的浪潮,越來越多的中國制造的產(chǎn)品和中國企業(yè)走上國際市場的舞臺,“中國制造”也走向“中國設(shè)計”的趨勢,進一步給我國工業(yè)設(shè)計行業(yè)帶來繁榮發(fā)展的契機。而NP公司是我國工業(yè)設(shè)計的專業(yè)企業(yè),在我國工業(yè)設(shè)計市場有著重要地位。與此同時,許多企業(yè)開始往智能化生產(chǎn)轉(zhuǎn)型升級,借助創(chuàng)新工業(yè)設(shè)計產(chǎn)品為企業(yè)開辟嶄新的發(fā)展道路,開拓國際市場,打造知名品牌,滿足消費者的個性化需求,工業(yè)設(shè)計成為各個企業(yè)獲勝的法寶。市場結(jié)構(gòu)快速改變,行業(yè)的競爭不斷激烈化,NP公司現(xiàn)行的服務(wù)營銷策略已經(jīng)不能滿足當(dāng)前市場發(fā)展和競爭的需要,亟需進行優(yōu)化。本論文以NP公司多年來在工業(yè)設(shè)計市場的服務(wù)營銷策略的實踐作為研究對象,對NP公司的宏觀環(huán)境和內(nèi)部環(huán)境進行分析,研究發(fā)現(xiàn)NP公司在營銷策略方面存在問題,尤其是服務(wù)的定位、定價策略、渠道建設(shè)方面亟待改進。借助NP公司的現(xiàn)有優(yōu)勢,結(jié)合服務(wù)營銷的基本理論,對NP公司創(chuàng)意工業(yè)設(shè)計的營銷策略進行了優(yōu)化,優(yōu)化建議包括明確服務(wù)定位,調(diào)整定價策略、開拓國內(nèi)市場等策略,為了確保服務(wù)營銷優(yōu)化策略得以很...

【文章頁數(shù)】：107 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 INTRODUCTION
    1.1 Research Background,Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Research Methods and Ideas
        1.2.1 Research Methods
        1.2.2 Research Ideas
2 LITERATURE REVIEW
    2.1 Overview of Service Marketing Concepts
        2.1.1 Concept of Service
        2.1.2 Concept of Service Marketing
    2.2 Overview of Marketing Mix Theories
        2.2.1 Market Segmentation Theory
        2.2.2 Marketing Mix Theories
    2.4 Overseas and Domestic Research Status
3 NP COMPANY DESCRIPTION
    3.1 Profile of NP Company
        3.1.1 Understanding of Industrial Design
        3.1.2 Introduction of NP
    3.2 Analysis of NP's Macro Environment
        3.2.1 Political and Legal Environment
        3.2.2 Economic Environment
        3.2.3 Social Environment
        3.2.4 Technology Environment
    3.3 SWOT Analysis of NP
        3.3.1 Strength
        3.3.2 Weakness
        3.3.3 Opportunity
        3.3.4 Threats
4 ANALYSIS OF NP'S SERVICE MARKETING
    4.1 Analysis of NP's "STP" Strategy
        4.1.1 Definition of Market
        4.1.2 Market Identification
    4.2 Analysis of NP's Marketing Mix Strategy
        4.2.1 Analysis of Industrial Design Service Innovation
        4.2.2 Analysis of Service Pricing Strategy
        4.2.3 Analysis of Service Promotion Strategy
        4.2.4 Service Market Place Problem Analysis
    4.3 Summary of NP's Marketing Problems
5 COUNTERMEASURES AND SUGGESTION
    5.1 Optimization of "STP" Marketing Strategy
    5.2 Optimization of Marketing Mix Strategy
        5.2.1 Service Innovation Strategy
        5.2.2 Service Pricing Strategy
        5.2.3 Service Promotion Strategy
        5.2.4 Service Market Channel Strategy
6 CONCLUSIONS
    6.1 Main Findings
    6.2 Limitations
REFERENCE



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