本文選題：平面設(shè)計(jì) + 廣告服務(wù)��； 參考：《長沙理工大學(xué)》2011年碩士論文

【摘要】：我國平面設(shè)計(jì)類廣告行業(yè)發(fā)展迅速,特別是在計(jì)算機(jī)技術(shù)迅速發(fā)展的背景下,平面設(shè)計(jì)類廣告的競爭異常激烈,平面設(shè)計(jì)類廣告公司越來越關(guān)注廣告服務(wù)定價(jià),如何恰當(dāng)?shù)倪\(yùn)用定價(jià)策略吸引新拓展客戶、留住存量客戶是平面設(shè)計(jì)類廣告公司提高競爭力的主要手段。C公司作為湖南本土專業(yè)設(shè)計(jì)公司專注于平面設(shè)計(jì)類廣告服務(wù),在湖南平面設(shè)計(jì)類廣告發(fā)展中,始終發(fā)揮著積極作用。在平面設(shè)計(jì)類廣告行業(yè)發(fā)展與競爭中,價(jià)格在廣告服務(wù)銷售中發(fā)揮著主導(dǎo)作用,成為提高平面設(shè)計(jì)類廣告服務(wù)市場占有額的主要手段。而C公司作為湖南本土專業(yè)設(shè)計(jì)公司,廣告定價(jià)策略既要考慮到成本因素,又要考慮到市場、競爭對手、自身管理等方面的情況。目前,C公司面臨的內(nèi)部和外部環(huán)境都發(fā)生了巨大變化,也面臨異常激烈的行業(yè)競爭,目前涉及廣告缺乏創(chuàng)新性,廣告形式同質(zhì)化,廣告前期投入大且成本高,廣告設(shè)計(jì)材料采購不規(guī)范等問題,所以,C公司必須依據(jù)廣告公司所處的環(huán)境及采取的定價(jià)策略,結(jié)合市場環(huán)境和競爭對手情況提出成本定價(jià)改進(jìn)策略,降低廣告設(shè)計(jì)成本,提高C公司在廣告服務(wù)行業(yè)中的競爭力。第一,廣告成本策略選擇,具體從變動(dòng)成本定價(jià)法、目標(biāo)收益定價(jià)法、邊際貢獻(xiàn)定價(jià)法三個(gè)方面進(jìn)行分析。第二,傳統(tǒng)廣告成本定價(jià)策略分析,分析了傳統(tǒng)定價(jià)法的優(yōu)點(diǎn)和缺點(diǎn)。第三,廣告成本定價(jià)策略的改進(jìn),將市場情況和競爭對手情況加入到傳統(tǒng)廣告定價(jià)策略中,制定出更加科學(xué)、客觀和真實(shí)的廣告服務(wù)價(jià)格。本文在廣告服務(wù)定價(jià)策略進(jìn)行分析的基礎(chǔ)上,以求實(shí)現(xiàn)拓展C公司的市場、留住存量客戶、吸引新拓展客戶和提高市場占有額的目標(biāo)。
[Abstract]:Graphic design advertising industry in China is developing rapidly, especially in the background of the rapid development of computer technology, graphic design advertising competition is extremely fierce, graphic design advertising companies pay more and more attention to the pricing of advertising services. How to use pricing strategy to attract new customers and retain customers is the main means for graphic design advertising companies to improve their competitiveness. C company, as a professional design company in Hunan Province, focuses on graphic design advertising services. In Hunan graphic design advertising development, has always played a positive role. In the development and competition of graphic design advertising industry, price plays a leading role in advertising service sales and becomes the main means to improve the market share of graphic design advertising services. C company as a professional design company in Hunan Province, advertising pricing strategy should not only consider the cost factors, but also consider the market, competitors, their own management and other aspects of the situation. At present, the internal and external environment that the company is facing has undergone tremendous changes, and it also faces extremely fierce competition in the industry. At present, it involves the lack of innovation in advertising, the homogeneity of advertising forms, the large investment and high cost in the early stage of advertising. Therefore, according to the environment of the advertising company and the pricing strategy adopted by the advertising company, according to the market environment and the situation of the competitors, the cost pricing improvement strategy should be put forward, so as to reduce the advertising design cost. Improve the competitiveness of C Company in the advertising service industry. First, the choice of advertising cost strategy is analyzed from three aspects: variable cost pricing method, target income pricing method and marginal contribution pricing method. Second, the analysis of the traditional advertising cost pricing strategy, the advantages and disadvantages of the traditional pricing method. Third, the improvement of advertising cost pricing strategy, the market situation and competitors into the traditional advertising pricing strategy, to formulate a more scientific, objective and real advertising service prices. Based on the analysis of advertising service pricing strategy, this paper aims to expand C Company's market, retain stock customers, attract new customers and increase market share.
【學(xué)位授予單位】：長沙理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F274;F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張琦;制造業(yè)目標(biāo)成本決策模型的構(gòu)建與實(shí)現(xiàn)[J];財(cái)會(huì)月刊;2003年12期

2 習(xí)金文;;技術(shù)創(chuàng)新產(chǎn)品定價(jià)影響因素及定價(jià)方法分析[J];財(cái)政監(jiān)督;2007年04期

3 宋福根;對策論在廣告決策定量分析中的應(yīng)用研究[J];中國紡織大學(xué)學(xué)報(bào);1996年01期

4 翟志華;企業(yè)產(chǎn)品的定價(jià)策略與方法[J];工廠管理;2002年07期

5 曾光輝;;高速公路市場化經(jīng)營模式下的政府定價(jià)方法[J];粵港澳市場與價(jià)格;2009年04期

6 肖玉峰,侯文哲,周桂云;現(xiàn)代企業(yè)制度下降低成本的途徑[J];黑龍江財(cái)會(huì);2001年07期

7 蔣國發(fā) ,林成文 ,王星宇;企業(yè)成本管理的目標(biāo)及其實(shí)現(xiàn)問題初探[J];經(jīng)濟(jì)師;2002年03期

8 黃尚勇;市場經(jīng)濟(jì)條件下降低成本的戰(zhàn)略思考[J];會(huì)計(jì)研究;1999年02期

9 屈雅利;;我國電視廣告價(jià)值的瓶頸限制與提升策略[J];新聞界;2008年01期

10 賀仁龍;葉宇航;趙曉康;;電信企業(yè)客戶細(xì)分模型構(gòu)建與應(yīng)用研究[J];情報(bào)雜志;2011年S1期

，

本文編號(hào)：1819801