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论文编号：	15226
作者编号：	2320223836
上传时间：	2024/12/13 8:59:54
中文题目：	东港公司防伪印刷业务市场营销策略优化研究
英文题目：	Research on Marketing Strategies Optimization of Anti-counterfeiting Printing Business at Donggang Company
指导老师：	许晖
中文关键字：	防伪印刷；策略优化；4Ps营销策略
英文关键字：	Anti-counterfeiting Printing; Strategy Optimization; 4Ps Marketing Strategy
中文摘要：	本论文以东港公司为研究对象，深入分析了其防伪印刷业务的市场营销现状及优化策略。随着我国经济的快速发展和市场竞争的加剧，印刷行业面临着新的挑战和机遇。通过运用4Ps营销理论、STP营销战略、PEST分析、波特五力分析和SWOT分析等工具，本文从产品、价格、渠道和促销四个方面详细剖析了东港公司的营销策略现状及存在的问题，并基于客户满意度调查结果，对其进行了深入的研究。 研究结果表明，东港公司在产品种类与多样性、价格策略、促销活动和渠道覆盖面等方面存在一定的不足。为此，本文提出了一系列针对性的优化方案，包括实施STP营销战略、增加产品种类与多样性、加大产品创新与研发投入、灵活定价策略、提升价格竞争力、优化价格促销与折扣策略、多样化促销策略、扩大促销渠道覆盖面、整合数字营销与传统推广手段、提升品牌宣传力度与市场认知度等。 此外，论文还提出了保障优化方案实施的具体措施，包括组织结构优化、部门协作机制、责任分工与绩效考核、客户关系管理（CRM）系统升级、数据分析与管理、数字营销工具应用、营销策略实施制度、监督与反馈机制、风险管理与应急预案、客户沟通渠道优化、客户反馈机制和客户服务质量提升等。 本文通过对东港公司防伪印刷业务的深入分析，旨在为其制定科学有效的市场营销策略提供理论支持和实践指导，帮助公司在激烈的市场竞争中提升竞争力，实现可持续发展。研究结论和建议不仅对东港公司具有重要的参考价值，同时也为其他从事防伪印刷业务的企业提供了一定的借鉴和启示。
英文摘要：	This thesis focuses on Donggang Company, providing an in-depth analysis of its anti-counterfeiting printing business's marketing status and optimization strategies. With the rapid development of China’s economy and increasing market competition, the printing industry faces new challenges and opportunities. By employing tools such as the 4Ps marketing theory, STP marketing strategy, PEST analysis, Porter’s Five Forces analysis, and SWOT analysis, this study examines Donggang Company’s marketing strategies in detail from the perspectives of product, price, channel, and promotion, and investigates existing issues based on customer satisfaction survey results. The findings indicate that Donggang Company has certain shortcomings in product variety and diversity, pricing strategy, promotional activities, and channel coverage. In response, the thesis proposes a series of targeted optimization strategies, including implementing the STP marketing strategy, increasing product variety and diversity, enhancing product innovation and research and development investments, adopting flexible pricing strategies, improving price competitiveness, optimizing pricing promotions and discount strategies, diversifying promotional strategies, expanding promotional channel coverage, integrating digital marketing with traditional promotion methods, and enhancing brand promotion and market recognition. Additionally, the thesis outlines specific measures to ensure the successful implementation of the optimization strategies. These measures include optimizing organizational structure, improving departmental collaboration mechanisms, clarifying responsibility and performance evaluation, upgrading customer relationship management (CRM) systems, enhancing data analysis and management, applying digital marketing tools, establishing marketing strategy implementation systems, setting up supervision and feedback mechanisms, managing risks and developing contingency plans, optimizing customer communication channels, improving customer feedback mechanisms, and enhancing customer service quality. Through a comprehensive analysis of Donggang Company’s anti-counterfeiting printing business, this study aims to provide theoretical support and practical guidance for developing effective marketing strategies, helping the company enhance its competitiveness and achieve sustainable development amid intense market competition. The research findings and recommendations are not only of significant reference value to Donggang Company but also offer insights and inspiration for other companies engaged in anti-counterfeiting printing businesses.
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