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论文编号：	11660
作者编号：	2120183052
上传时间：	2020/6/19 16:39:24
中文题目：	Q公司3D打印机产品的互动式整合营销传播策略研究
英文题目：	Research on the Interactive Integrated Marketing Communications Strategy of 3D Printer Product of Q Co. Ltd.
指导老师：	申光龍
中文关键字：	3D打印机；互动式整合营销传播；利害关系者；网络营销
英文关键字：	3D Printer; Interactive Integrated Marketing Communications; Stakeholders & Interest Groups; Network Marketing
中文摘要：	3D打印技术可以通过叠层制造的原理快速实现产品的原型成型。3D打印技术的发展可以追溯到上世纪80年代，至今也经历了漫长的发展阶段。Charles?Hull在1984年第一次将数字资源打印成三维立体模型，直到1989年C．R．Dechard博士发明了选区激光烧结技术（SLS），3D打印的技术初步定型。从1990年到2009年期间，3D打印技术经历了从原理到实践，设备、材料等系统性持续优化。1996年，在三款新型打印机产品被3D??Systems、Stratasys、Z?Corporation相继推出后，第一次使用了“3D打印机”的称谓。随着3D打印产品的初步稳定，从2010年起，该行业一直处于高速发展时期，产品技术也在不停地迭代更新。 中国从1991年开始研发3D打印技术，到2000年以后各大高校开始进行应用方面的研究，Q公司就是在这样的背景下进入到3D打印领域，在行业竞争激烈，各种材料，各种新技术精确度冲击的市场背景下，3D打印领域的竞争也逐渐白热化。对Q公司而言，国内的西安塞隆金属材料有限公司，国际上已经被GE公司收购的瑞典Acram公司都是非常强劲的竞争对手。在文中我们通过对产业现状分析，使我们能够准确地把握Q公司3D打印产品的营销方针以及方向。 整合营销传播在新世纪也有了突破性发展，以舒尔茨为代表的学者在深化研究的基础上提出了价值型整合营销的理念，提出客户是整合营销传播的焦点而非产品。由于信息技术的快速发展，改变了企业赖以生存的商业环境，基于互动媒体，数据库及利害关系管理的互动整合营销传播成为了企业创造价值的重要战略手段。本研究从网络营销，整合传播营销，利害关系者等理论出发。作为全文的概括，通过对相关的概念和理论进行回顾，以及对国内外知名厂商进行营销策略对比研究，逐渐过渡到Q公司3D打印机的现实情况，结合Q公司3D打印产品整合营销策略传播的缺点和不足，为Q公司3D打印产品规划一条可实施的品牌营销之路。
英文摘要：	3D printing technology is a series of rapid prototyping technology, its basic principle is laminated manufacturing. Since 1980s, 3D printing technology has gone a long way. In 1984, Charles hull invented the technology of printing digital resources into three-dimensional models, until Dr. C.R. declared invented selective laser sintering (SLS) in 1989, which initially finalized the technology of 3D printing. From 1990 to 2009, 3D printing technology experienced systematic and continuous optimization from principle to practice, equipment and materials. In 1996, 3D systems, STRATASYS and Z Corporation launched three kinds of printer products respectively, using the title of "3D printer" for the first time. From 2010 to now, the application system of 3D printing has been initially formed, new technologies have been emerging, and the industry has entered a high-speed growth period. From 1991 3D printing technology began to be developed in China, after 2000 colleges and universities begin to research the application of the technology, Q company is in this context into the 3D printing field, in the fierce competition in the industry, various materials, various new technologies accuracy under the background of the impact of market, competition is increasingly heated in the field of 3D printing. For Q company, Domestic Xi 'an Theron Metal Material co., Ltd. and Sweden Acram AB company, which has been acquired by GE company internationally, are very strong competitors. In this paper, we analyze the current situation of the industry, so that we can accurately grasp the marketing policy and direction of Q company's 3D printing products. In the new century, integrated marketing communication has also made a breakthrough. On the basis of in-depth research, scholars represented by Schultz put forward the concept of value-oriented integrated marketing, suggesting that customers are the focus of integrated marketing communication rather than products. The rapid development of information technology has changed the business environment that enterprises rely on to survive. Interactive integrated marketing communication based on interactive media, database and interest management has become an important strategic means for enterprises to create value. This research is based on the theories of online marketing, integrated communication marketing, and stakeholders. As a summary of the full text, through a review of related concepts and theories, and a comparative study of marketing strategies of well-known domestic and foreign manufacturers, the company gradually transitioned to Q 3D .The reality of the printer, combined with the shortcomings and shortcomings of Q company's 3D printing product integrated marketing strategy communication, plans a feasible brand marketing road for Q company's 3D printing products.
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