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论文编号：	14011
作者编号：	2120202939
上传时间：	2023/6/7 17:01:00
中文题目：	天津山枫设计有限公司广告设计业务营销策略及实施研究
英文题目：	Tianjin Shanfeng Design Co., Ltd. Advertising Design Business Marketing Strategy and Implementation Research
指导老师：	李东进
中文关键字：	广告公司；小微企业；策略优化；市场营销；市场细分
英文关键字：	Advertising Companies; Small and Micro Enterprises; Strategy Optimization; Marketing Management; Market segmentation
中文摘要：	随着时代的进步，中国的经济和政治生活取得了长足的发展。在这些变化中，广告的作用和地位变得越来越重要。过去，人们认为它是无用的，但如今，它已成为许多领域的重要工具，为中国的经济增长和繁荣作出了巨大的贡献。由于中国的消费者对于新鲜事物的渴望日益增长，许多企业开始加强对新事物的宣传和推销，并且开始向更具影响力的新事物发起更加激烈的竞标。这导致了广告行业的激烈竞争，并且导致了越来越多广告公司的破产和倒闭。为了在激烈的市场中取胜，广告公司应该不断改进其营销战术，以便最大限度地利用其独特的优势。 本文以天津山枫设计有限公司的广告业务为研究对象，这是一家成立于2019年的初创型企业，成立后疫情袭来，在如此严峻的环境下求生存，一定有它的特别之处。但作为一个年轻的小公司，也有很多问题需要优化和解决。本文旨在深入探讨当前的市场情况，以及存在的挑战，最终给出有效的营销策略改进建议。为此，我对 4P 营销理论、广告理论以及传统广告、新媒体广告、小型企业等进行深入的探讨，以期更好地把握市场趋势，实施有效的市场管控。天津山枫设计有限公司是一家具有创新精神的公司，通过 PEST 分析法、波特五力分析模型等分析方法，我发现公司在当前的市场形势下，正在努力提升自身的实力，并且在激烈的市场竞争中保持领先地位。使用 SWOT 分析工具拟定公司应选择的竞争战略。然后，介绍公司广告业务的营销现状，对其进行STP分析，并且通过问卷调查深入分析公司广告业务在营销方面存在的问题，本文指出其问题主要为产品形式不够丰富、品牌形象不清晰、营销渠道较为单一、促销方式不多样、服务质量难以让顾客满意等。经过深入研究，我们发现，在广告业务的运营过程中，有许多挑战需要解决。为了解决这些挑战，我们将重点关注四个方面：产品、价格、渠道和促销。我们将通过精确的定位来实现这些目标，并为客户提供更多的附加和增值服务。此外，我们还将通过合理的定价和渠道来实现这些目标。同时，为保障优化方案落地实施，从组织保障、人力资源保障、技术支持三个方面提出保障措施。 本文为天津山枫设计有限公司广告业务的营销工作提出具有可行性的优化方案，对于类似的小型广告公司开展广告销售提供新的营销思路。
英文摘要：	The rapid advancement of China's economic development, brought about by the growth of domestic initiatives and the intensification of social reform, has been accompanied by a notable enhancement in the influence of advertising. At first, many people were not optimistic about advertising. Now, advertising has a high penetration in many aspects of society, and has also made a certain contribution to domestic economic construction and development.Despite the continual growth of the domestic commodity market, many businesses have devoted a substantial sum of money to advertising to augment their product's market share and brand recognition. The demand for advertising has rapidly increased, and more and more enterprises have entered the advertising market. The competition in the advertising industry has entered a white-hot stage, with an average of thousands of advertising companies going bankrupt each year.Advertising companies must maximize their marketing tactics and capitalize on their own strengths to enhance market competitiveness and gain market competitive edge. The research object of this article is the advertising business of Tianjin Shanfeng Design Co., Ltd. This is a start-up company established in 2019. After its establishment, the epidemic has hit. To survive in such a severe environment, there must be something special about it. However, as a young small company, there are many issues that need to be optimized and resolved.An examination of the article's marketing standing and issues is conducted, and potential optimization strategies for marketing are proposed. To begin with, the research background, importance, material, and techniques are outlined. Secondly, define the core concepts, sort out and elaborate relevant research on 4P marketing theory, advertising theory, traditional advertising, new media advertising, and small and micro enterprises. Thirdly, introduce the basic situation of Tianjin Shanfeng Design Co., Ltd.This article posits that, despite its small size, the company is still confronted with intense competition, yet it is still in a relatively favorable advertising environment. To evaluate this, the macro and competitive environment of the company's advertising business is examined through the use of PEST analysis method and Porter's Five Forces Analysis Model. Use SWOT analysis tools to develop competitive strategies that companies should choose.Introducing the current marketing state of the corporation's advertising business, a questionnaire survey is then employed to thoroughly analyze the issues that are present in the company's advertising business's marketing aspects. This article points out that the main problems are insufficient product forms, unclear brand image, relatively single marketing channels, diverse promotional methods, and difficult service quality to satisfy customers.This article proposes optimization suggestions from four perspectives: product, price, channel, and promotion. These include precise positioning of products, product differentiation, offering additional services or value-added services, pricing based on cost, pricing based on the market, optimizing channels, enriching promotional strategies, and utilizing flexible promotional methods, all in light of the difficulties in marketing advertising businesses.To guarantee the realization of the optimization plan, three security measures have been proposed: organizational backing, human resources backing, and technical backing. This article proposes feasible optimization plans for the advertising business marketing work of Tianjin Shanfeng Design Co., Ltd., and provides new marketing ideas for similar small advertising companies to carry out advertising sales.
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