本文選題：量販?zhǔn)終TV　切入點(diǎn)：營(yíng)銷環(huán)境　出處：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：KTV是亞洲地區(qū)獨(dú)有的一種娛樂業(yè)態(tài),起源于20世紀(jì)60年代末的日本,于80年代中期傳入臺(tái)灣,再傳到中國(guó)大陸。經(jīng)過20余年的發(fā)展,KTV迅速的在城市中普及開來,已經(jīng)成為我國(guó)城市娛樂業(yè)態(tài)的重要組成部分,尤為受到年輕消費(fèi)群體的喜好。由于休閑娛樂方式的新穎,且貼近市民休閑娛樂需求,KTV企業(yè)在興起的最初十余年中,經(jīng)歷了一段高創(chuàng)收的時(shí)期,這也直接導(dǎo)致了后來一段時(shí)期內(nèi)KTV企業(yè)數(shù)量的驟增和市場(chǎng)競(jìng)爭(zhēng)的激烈化。在最近的5-10年間里,受新媒體技術(shù)的發(fā)展、新型營(yíng)銷方式的出現(xiàn)、國(guó)家相關(guān)政策的出臺(tái)等諸多因素影響,KTV企業(yè)的市場(chǎng)環(huán)境正發(fā)生著多元的變化,對(duì)企業(yè)的內(nèi)外管理均提出了新的挑戰(zhàn)和要求。在當(dāng)下變化迅速、競(jìng)爭(zhēng)激烈的市場(chǎng)環(huán)境中,深化對(duì)營(yíng)銷環(huán)境的認(rèn)識(shí),清晰把握企業(yè)的特征,并據(jù)此及時(shí)地調(diào)整企業(yè)營(yíng)銷方式和策略,對(duì)KTV企業(yè)的生存與發(fā)展,有著重要的現(xiàn)實(shí)意義。本文以南昌市“迪卡樂”量販?zhǔn)終TV為研究對(duì)象,從分析企業(yè)營(yíng)銷的內(nèi)外環(huán)境入手,探討企業(yè)營(yíng)銷中存在的問題,在此基礎(chǔ)上,提出“迪卡樂”量販?zhǔn)終TV企業(yè)市場(chǎng)營(yíng)銷戰(zhàn)略的調(diào)整機(jī)制與優(yōu)化策略,以期能夠?yàn)镵TV企業(yè)適應(yīng)新的營(yíng)銷環(huán)境提供一些有意義的措施和建議。文章的主要內(nèi)容包括五個(gè)部分:第一章緒論,提出問題,闡述選題背景及研究意義,回顧與主題直接相關(guān)的研究成果,明確本研究思路框架和方法;第二章理論基礎(chǔ),用于界定問題,界定核心概念,簡(jiǎn)要闡述研究中使用的基礎(chǔ)理論;第三章、第四章是文章的主體分析部分,分別從內(nèi)、外兩個(gè)方面分析南昌市“迪卡樂”量販?zhǔn)終TV的營(yíng)銷環(huán)境,深入探討企業(yè)營(yíng)銷中存在的問題;第五章針對(duì)當(dāng)前的營(yíng)銷環(huán)境及存在問題,提出針對(duì)性的營(yíng)銷戰(zhàn)略調(diào)整建議及優(yōu)化策略;第六章提煉主要研究結(jié)論,分析論文研究中存在的不足之處。經(jīng)過分析,文章認(rèn)為“迪卡樂”KTV的營(yíng)銷中,主要存在理念保守、專業(yè)性弱、方式傳統(tǒng)、投入有限、靈活性差5個(gè)方面的問題。針對(duì)上述問題,文中提出了企業(yè)營(yíng)銷戰(zhàn)略與機(jī)制調(diào)整的具體方向,包括:更新營(yíng)銷理念,主動(dòng)引導(dǎo)市場(chǎng);提升營(yíng)銷專業(yè)水平,擴(kuò)充人才;豐富渠道,創(chuàng)新營(yíng)銷活動(dòng)方式;加大營(yíng)銷投入,整合營(yíng)銷資源;放權(quán)給各門店,靈活對(duì)接客群。在此基礎(chǔ)上,提出了包括顧客滿意、成本控制、強(qiáng)化便利、多渠道溝通四個(gè)方面在內(nèi)的營(yíng)銷要素優(yōu)化策略。
[Abstract]:KTV is a unique entertainment business in Asia. It originated in Japan at the end of 1960s. It was introduced to Taiwan in the middle of 80s and then to mainland China. It has become an important part of the urban entertainment business in our country, and is especially liked by the young consumers. Because of the novelty of the leisure and entertainment way, and close to the citizens' leisure and entertainment needs, KTV enterprises have developed in the first ten years of their emergence. After a period of high income generation, this directly led to the sudden increase in the number of KTV enterprises and the fierce competition in the market. In the recent 5-10 years, with the development of new media technology and the emergence of new marketing methods, There are many factors influencing the market environment of KTV enterprises, such as the introduction of relevant national policies, which have put forward new challenges and requirements for the internal and external management of KTV enterprises. Deepen the understanding of the marketing environment, grasp the characteristics of the enterprise clearly, and accordingly adjust the marketing mode and strategy of the enterprise in time, to the survival and development of the KTV enterprise, This paper takes "Dikale" KTV as the research object, starting with the analysis of the internal and external environment of the enterprise marketing, discusses the existing problems in the enterprise marketing, on the basis of this, This paper puts forward the adjustment mechanism and optimization strategy of the marketing strategy of the KTV enterprise of "Dikaloa" metering type. In order to provide some meaningful measures and suggestions for KTV enterprises to adapt to the new marketing environment. The main content of this paper includes five parts: chapter one, introduction, questions, background and significance of the research. Reviewing the research results directly related to the subject and clarifying the framework and methodology of this study; chapter II, theoretical basis for defining problems, defining core concepts, briefly describing the basic theories used in the study; and chapter III, Chapter 4th is the main body analysis part of the article, which analyzes the marketing environment of "Dikale" KTV in Nanchang City from the two aspects of internal and external, and probes into the problems existing in the marketing of enterprises, while chapter 5th focuses on the current marketing environment and existing problems. This paper puts forward the suggestion of adjusting marketing strategy and optimizing strategy, the main research conclusion is extracted in 6th chapter, and the deficiency in the research is analyzed. Through the analysis, the author thinks that there are conservative ideas in the marketing of "DiCarlo" KTV. In view of the above problems, the paper puts forward the specific direction of enterprise marketing strategy and mechanism adjustment, including: updating marketing concept, actively guiding the market; Enhance marketing professional level, expand talent; enrich channels, innovate marketing activities; increase marketing investment, integrate marketing resources; delegate power to stores and connect with customers flexibly. On this basis, put forward some suggestions, including customer satisfaction, cost control, Enhance convenience, multi-channel communication in the four aspects of marketing elements optimization strategy.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F719.5

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 楊春華;;新時(shí)期我國(guó)高端餐飲業(yè)的發(fā)展研究[J];中國(guó)商貿(mào);2014年12期

2 曹景林;王昭;戴明澤;;基于Shapley模型的KTV音樂版權(quán)費(fèi)征收策略[J];技術(shù)經(jīng)濟(jì)與管理研究;2014年02期

3 丁俊;;解析量販KTV.設(shè)計(jì)[J];現(xiàn)代裝飾(理論);2013年09期

4 李莎;;淺析KTV娛樂產(chǎn)業(yè)中的知識(shí)產(chǎn)權(quán)問題——對(duì)現(xiàn)行MTV版權(quán)收費(fèi)制度的分析與建議[J];東方藝術(shù);2012年24期

5 陳章斌;;基于嵌入式Linux平臺(tái)的KTV點(diǎn)歌系統(tǒng)機(jī)頂盒的設(shè)計(jì)[J];重慶文理學(xué)院學(xué)報(bào)(自然科學(xué)版);2011年01期

6 王定穩(wěn);衛(wèi)陸軍;;KTV的經(jīng)營(yíng)與管理[J];企業(yè)導(dǎo)報(bào);2010年10期

7 黃麗因;;地下KTV與人防地下室的空調(diào)通風(fēng)設(shè)計(jì)及人防通風(fēng)常出現(xiàn)的兩個(gè)問題[J];民營(yíng)科技;2010年05期

8 林嫣妮;;面向顧客的數(shù)據(jù)庫營(yíng)銷——以KTV系統(tǒng)為例[J];消費(fèi)導(dǎo)刊;2009年17期

9 孫昕;;KTV光環(huán)境設(shè)計(jì)及其藝術(shù)表現(xiàn)[J];山西建筑;2008年15期

10 柴思;;KTV版權(quán)費(fèi)集體管理之相關(guān)問題探討[J];學(xué)術(shù)交流;2007年11期

相關(guān)重要報(bào)紙文章 前2條

1 林兆木;;“十二五”時(shí)期我國(guó)發(fā)展取得重大成就[N];光明日?qǐng)?bào);2015年

2 巢遠(yuǎn)志;;定價(jià)逼迫KTV尋求營(yíng)銷之變[N];中國(guó)企業(yè)報(bào);2006年

相關(guān)碩士學(xué)位論文 前2條

1 賈巍;KTV經(jīng)營(yíng)管理系統(tǒng)的設(shè)計(jì)與實(shí)現(xiàn)[D];北京郵電大學(xué);2012年

2 孔富根;湖南省湘潭礦業(yè)集團(tuán)公司發(fā)展戰(zhàn)略研究[D];中南大學(xué);2010年

，

本文編號(hào)：1592619