中國(guó)蓬勃的經(jīng)濟(jì)環(huán)境和企業(yè)的逐漸重視和支持給我國(guó)工業(yè)設(shè)計(jì)行業(yè)的發(fā)展帶來(lái)了前所未有的大好契機(jī),但由于缺乏監(jiān)管和行業(yè)標(biāo)準(zhǔn),也暴露了許多弊端,市場(chǎng)混亂,站在管理者的角度系統(tǒng)思考的能力不足,沒(méi)有系統(tǒng)的營(yíng)銷(xiāo)策略等。因此,工業(yè)設(shè)計(jì)公司的營(yíng)銷(xiāo)工作變得越來(lái)越重要,對(duì)設(shè)計(jì)公司的生存和發(fā)展起著關(guān)鍵作用。近兩年由于上游小家電制造行業(yè)低迷,F工業(yè)設(shè)計(jì)公司作為工業(yè)設(shè)計(jì)行業(yè)的創(chuàng)業(yè)型公司,出現(xiàn)了銷(xiāo)售額急劇下滑等經(jīng)營(yíng)危險(xiǎn)現(xiàn)象,暴露出自身經(jīng)營(yíng)風(fēng)險(xiǎn)大、生存脆弱性的問(wèn)題。為了解決該問(wèn)題,本文在分析了我國(guó)工業(yè)設(shè)計(jì)行業(yè)的發(fā)展趨勢(shì)和競(jìng)爭(zhēng)格局基礎(chǔ)上,對(duì)F公司的主營(yíng)業(yè)務(wù)市場(chǎng)環(huán)境、競(jìng)爭(zhēng)環(huán)境、現(xiàn)有市場(chǎng)定位等做了系統(tǒng)分析診斷,發(fā)現(xiàn)公司目前問(wèn)題根源在于客戶(hù)類(lèi)型過(guò)于狹窄、缺乏系統(tǒng)的市場(chǎng)定位策略和營(yíng)銷(xiāo)組合策略以擴(kuò)大客戶(hù)基礎(chǔ),為此需要對(duì)目前市場(chǎng)細(xì)分策略進(jìn)行優(yōu)化并選擇最佳目標(biāo)市場(chǎng),以制定市場(chǎng)再定位策略,讓企業(yè)突破目前營(yíng)銷(xiāo)困境。為了更好落實(shí)F公司市場(chǎng)再定位策略,本文提出應(yīng)該對(duì)公司服務(wù)營(yíng)銷(xiāo)組合進(jìn)行優(yōu)化,制定相應(yīng)的產(chǎn)品、價(jià)格、渠道、促銷(xiāo)、有形展示、過(guò)程控制、人員管理等優(yōu)化策略,以提高該公司在市場(chǎng)上的競(jìng)爭(zhēng)力。

【文章頁(yè)數(shù)】：88 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
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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