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| 论文编号： | 6003 | |
| 作者编号： | 2120102429 | |
| 上传时间： | 2013/12/10 11:08:49 | |
| 中文题目： | 雅马哈音乐中心网络营销战略研究 | |
| 英文题目： | The research of network marketing strategy for Yamaha music center | |
| 指导老师： | 张玉利 | |
| 中文关键字： | 雅马哈音乐中心;网络营销;营销战略 | |
| 英文关键字： | Yamaha Music Center; on-line marketing; marketing strategy | |
| 中文摘要： | 随着中国互联网的迅速发展和普及，传统营销已经不能满足市场的变化和需求，网络营销正在成为新的市场趋势，同时，网络营销也正在成为企业发展的核心竞争力之一。本文旨在对雅马哈音乐中心应用网络营销进行研究，从而为雅马哈音乐中心提供网络营销战略方案，同时也对音乐教育行业与网络经济的同步发展带来一定借鉴。本文在分析了传统营销和网络营销的基础上，对雅马哈音乐中心的发展历程、行业形式、发展状况、存在问题等进行了充分的分析，也运用SWOT分析模型对雅马哈音乐中心的优势、劣势、机会和挑战进行了科学的分析。针对雅马哈音乐中心的具体情况，本文对其进行了网络营销的STP战略制定，从市场细分、目标市场选择、到产品定位都进行了相应的分析和研究，从而制定出适合雅马哈音乐中心网络营销的产品策略、价格策略、渠道策略、促销策略和相应的保障措施。通过STP战略的制定以及4P营销策略的制定和执行，为雅马哈音乐中心的网络营销战略提供了科学的、有建设性的解决方案，继而为雅马哈音乐中心的快速发展提供了新的参考。 | |
| 英文摘要： | With the rapid development and popularization of China internet, traditional marketing methods cannot meet the changing of marketing requirements. The on-line marketing is becoming a new trend hereto, and meanwhile, it also turns into one of the core competitiveness of enterprises. This paper focuses on the application research of on-line marketing for Yamaha Music Center and provides strategic plan accordingly. At the same time, it could also be used as source of reference for synchronous development of musical education and cybereconomy. Upon analysis of both traditional and on-line marketing, this paper gives complete analysis about development history, industrial situation, current status and problems of Yamaha Music Center, evaluates the advantages, disadvantages, opportunities and challenges by SWOT analysis. According to actual circumstances, this paper draw up the STP strategy of on-line marketing for Yamaha Music Center, makes detailed analysis and research about market segmentation, target market selection and product positioning, and therefore gives out the suitable product strategy, price strategy, channel strategy, promotion strategy and corresponding safeguard measures for on-line marketing of Yamaha Music Center. By means of formulating and implementation of STP strategy and 4P marketing strategy, this paper provides scientific and constructive proposals for on-line marketing strategy of Yamaha Music Center, and then regard as the new reference for rapid growth and development of Yamaha Music Center. | |
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