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论文编号：	4129
作者编号：	2120102641
上传时间：	2012/6/3 14:42:52
中文题目：	创意产业的服务营销组合策略研究——以DL创意公司为例
英文题目：	Study On Service Marketing Mix Tactics of Creative Industry——Take An Example of DL Creative Company
指导老师：	刘建华
中文关键字：	创意产业;服务营销;组合策略
英文关键字：	creative industry;service marketing;combined strategy
中文摘要：	在全球金融危机的影响下，看不见的金融乌云遍布世界。创意产业需要在危难中寻找机会，用自身独特的行业特性开辟出一条路，引领更多的人踏出一片光明。创意产业发展处于领先的发达国家已经形成了发展较为成熟,具有本国特色的创意产业链,创意经济所带来的经济效益和社会效益也为危机环境的国家做出了自己的贡献。而作为发展处于初级阶段的我国,如何借鉴国外的先进经验发展中国特色的创意产业是业内人士的共同目标。随着互联网的普及，人们生活中的物质品种多样化、形式多样化，这就造成买方侃价能力的提升，对于企业来说要想在激烈的市场竞争中获取优势，必须创造独特的企业服务和企业文化。本文的创新性是使用服务营销理论来研究创意产业，全球已经进入了服务经济的时代，立足消费者需求发展，用服务精神带动企业。本文结合企业的案例探讨服务营销式创意产业的发展策略。本文共分为六章。第一章为绪论对全文的研究背景等做基本介绍，第二章为相关理论回顾，其中包括STP等环境分析、服务营销理论、服务营销组合策略、顾客满意理论、服务利润链理论、7P组合策略等相关理论。第三章为我国创意产业环境分析及市场定位，主要从创意产业的含义、特点、发展趋势出发，结合国外创意产业发达国家的现状分析我国创意产业存在问题并做出适当的市场定位。第四章主要介绍了创意产业企业的服务营销组合策略选择与实施，从五大方面进行了论述：产品组合策略、定价策略、渠道策略、促销策略和服务组合策略。第五章主要介绍了创意产业企业服务营销组合策略的保障措施，从三个方面进行了论述：人员管理和保障、服务组织保障和资金保障措施。最后一章为全文的结论，以个人观点概括总结了服务营销模式下的创意产业企业基本的策略选择。
英文摘要：	Invisible financial dark clouds had been extended all over the world under the influence of global financial crisis. Creative industry need to look for some opportunities from crisis, and open up a new market by using its own unique industry nature, leading more people to lightning. The developed countries which are leading the way in creative industry have been forming a relatively mature and natively distinctive creative industrial chain. The economic benefit and social benefit that creative economy brings also makes contributions to those countries in crisis. For our country which is in primary stage of creative industry, how we draw lessons from other foreign countries’ experience to develop our Chinese characteristics is a mutual goal for insider. With the popularity of internet, something in our daily life tends to become various, which brings about promotion of buyer bargain ability. If an enterprise wants to gain advantage in drastic market competition, it must create unique enterprise service and culture. Creativity in this article is to develop creative industry using service marketing theory. The world has been entered service economy age. We should base on customers’ requirement, and drive development of enterprise with service. This article is about development strategy of creative industry by using service marketing combined to practice cases. This paper is divided into six parts. Chapter one is about basic introduction to the whole article such as research background. Chapter two is reviewing the relative theory including STP environmental analysis, service marketing theory, service marketing combined strategy, customer satisfaction theory, service profit chain, 7P combined strategy and so on. Chapter three is about Chinese creative industry environmental analysis and market positioning. Based on creative industry’s meaning, feature and development trend, it mainly analyzes some main problems in our creative industry and gives an appropriate market positioning combined with current situation of foreign countries’ creative industry. Chapter four mainly includes marketing service combined strategy selection and execution of creative enterprises. It discusses from five aspects: strategies of production, pricing, sales channels, marketing promotion and service combined strategy. Chapter five mainly introduces the safeguard measures of service marketing combined strategy in creative industry. It discusses from three aspects: personnel management and safeguard measures, service organization safeguard measures and financial safeguard measures. The last chapter is conclusion, which summarizes the basic strategy selection of creative industry under service marketing mode from personal viewpoints.
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