本文關鍵詞： 企業(yè)品牌設計 SWOT分析 營銷策略　出處：《南京理工大學》2007年碩士論文　論文類型：學位論文

【摘要】： 經(jīng)濟全球化為中國經(jīng)濟的迅速發(fā)展提供了極好的發(fā)展機遇,同時也令中國企業(yè)面臨著嚴峻的國際競爭挑戰(zhàn)。進入二十一世紀的中國已經(jīng)改變發(fā)展戰(zhàn)略,力爭從世界制造加工中心向創(chuàng)新技術中心轉(zhuǎn)變,很多中國企業(yè)立志爭創(chuàng)世界名牌。國內(nèi)各行各業(yè)都面臨前所未有的競爭,提供智力產(chǎn)品服務的設計市場更不例外。江蘇常州TK企業(yè)品牌設計事務所,作為在常州市場發(fā)展了五年的一個小型廣告設計公司,要想在強手如林的市場中發(fā)展并努力拓寬市場份額,獲得長遠發(fā)展空間,必須審時度勢,及時修訂發(fā)展戰(zhàn)略,重新明確市場定位,周密分析所處的市場環(huán)境,制定有效靈活的市場營銷策略,抓住新一輪常州城市區(qū)域發(fā)展的大好機遇,力爭在同行競爭中取得優(yōu)勢,盡快成為常州地區(qū)擁有一定知名度的優(yōu)秀企業(yè)品牌設計事務所,為更好地服務常州經(jīng)濟,宣傳各類企業(yè)形象與組織形象,盡最大努力作出自己的貢獻。 通過對我國品牌設計業(yè)的環(huán)境分析,以及對常州TK企業(yè)品牌設計事務所的SWOT分析,作者歸納出常州TK企業(yè)品牌設計事務所的優(yōu)勢、劣勢、機會及威脅,提出了常州TK企業(yè)品牌設計事務所的營銷戰(zhàn)略規(guī)劃,并設計了常州TK企業(yè)品牌設計事務所的整體營銷策略:集聚營銷、網(wǎng)絡營銷、品牌營銷和學習型營銷策略;并擬定了公司的具體營銷策略。
[Abstract]:Economic globalization provides excellent opportunities for the rapid development of China's economy, and at the same time makes Chinese enterprises face severe international competition challenges. In 21th century, China has changed its development strategy. Striving to change from the world manufacturing and processing center to the innovation technology center, many Chinese enterprises are determined to create world famous brands. All kinds of domestic industries are facing unprecedented competition. Jiangsu Changzhou TK enterprise brand design firm, as a small advertising design company developed in Changzhou market for five years. In order to develop and expand the market share and obtain the long-term development space in the strong market, we must review the situation, revise the development strategy in time, redefine the market position, and analyze the market environment carefully. To establish effective and flexible marketing strategy, seize the new round of Changzhou city area development opportunities, strive to gain advantages in peer competition. As soon as possible become the Changzhou area has the certain well-known outstanding enterprise brand design firm, in order to better serve the Changzhou economy, propagandizes each kind of enterprise image and the organization image, makes the best effort to make own contribution. By analyzing the environment of our brand design industry and the SWOT analysis of Changzhou TK enterprise brand design firm, the author concludes the advantages and disadvantages of Changzhou TK enterprise brand design firm. Opportunities and threats, proposed Changzhou TK enterprise brand design firm marketing strategy planning, and designed Changzhou TK enterprise brand design firm's overall marketing strategy: agglomeration marketing, network marketing. Brand marketing and learning marketing strategy; And has drawn up the company's specific marketing strategy.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F274;F273.2

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本文編號：1491575