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论文编号：	6148
作者编号：	2220130017
上传时间：	2014/6/3 15:30:16
中文题目：	CTR - 营销战略研究
英文题目：	Research on the Marketing Strategy of CTR Co.
指导老师：	白长虹
中文关键字：	竞争战略，市场研究，营销战略
英文关键字：	Competitive Strategy, Market Research, Marketing Strategy
中文摘要：	市场研究，悄然兴起。挟营销之威势，乘卅年之厚积。根据ESOMAR发布的全球行业报告，全球市场研究收入持续上升，达到335亿美元。据研究显示，我国市场调查行业年营业额增长率基本保持在15%-25%。随着中国经济不断与全球经济融为一体，跨国公司和本土企业在中国市场面临新的机遇和挑战，由此所带来的市场研究机会不可限量。面对显著的市场增长，能否制定出具有前瞻性的战略来在未来的竞争中保持领先地位，直接关系到市场研究公司的前途和命运。本文运用案例的形式撰写，以CTR市场研究公司为研究对象，运用整合营销传播的基本原理和竞争战略等理论，对市场研究公司的竞争战略进行了深入详细的研究。首先，文章对CTR独特的组合营销战略和品牌战略进行了深入的研究。在产品营销战略规划方面，文章通过顾客矩阵对市场调研产品和服务特点进行研究，并结合分析CTR公司的企业定位和产品优势，确定了企业营销战略竞争优势。在资源管理方面，文章从战略联盟、部门关联、产业演进等方面对于CTR公司的多元资源管理方式深入的研究，并对其资源管理战略优势进行了分析，最后简要阐述了CTR为适应业务发展和技术变革所采取的调整，包括面对媒介融合采取的策略，以及对网络资源和技术的运用等。在文章最后，作者结合前文的案例分析，对市场研究公司发展策略进行总结和讨论，阐述研究结论对于管理实践的启示，同时，指出研究的局限性并提出未来的研究展望。
英文摘要：	The market research industry is undergoing a rapid growth with a culmination of more than 30 years' experience and developing marketing strategies. According to the annual industry study released by ESOMAR, worldwide market research revenue continues to rise, reaching US$ 33.5 billion. In another study, it shows that the annual sales volume of Chinese market research industry represents a year-to-year increase of 15%-25%. China's integration into global economy has brought new opportunities and challenges to both domestic companies and international companies, which opens up a whole new prospect to the industry. In the face of rapid market expansion, market research companies must develop farseeing strategies to maintain - or even improve their competitive positions. The thesis is based on a case study of CTR Market Research and analysis of theories such as integrated marketing communication and competitive strategy, with a special focus on competitive advantages of market research companies. In the major part of the thesis, the author first discusses marketing strategy and brand strategy based on a research of CTR's unique marketing mix. In the chapter about product, the author utilizes the customer's matrix to evaluate characteristics of market research products and services and determine the product advantages of CTR market research which best matches the customer’s criteria. While addressing the issue of resource management, the author made an in-depth analysis of CTR’s multiple resource management methods and competitive advantages from different aspects of strategic alliance, inter-relationship, industry evolution and so on. The thesis also briefly summarized the strategies CTR employed to adapt to the ever changing technology and industry evolution, such as innovative internet solutions and the adoption of a top-down approach to media convergence. The author concludes by describing competitive strategies of market research companies based on the case study observations and highlighting the insightful aspects; finally, limitations of the study and future directions of the field are briefly discussed.
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