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大连富达网络冲印公司市场营销策略研究
Research on the Marketing Strategy of Dalian Fuda Online Photo Processing Company

【关键词】 大连富达公司; 营销策略; 冲印市场
【Key words】 Dalian Fuda Online Photo Processing Company; Marketing strategy; printing market 
【摘要】 近几年,随着数码相机行业和互联网、移动网络的快速发展,基于互联网和无线通信网络的数码冲印逐渐兴起。网络冲印以其低成本和便利性对传统店面冲印方式形成了不小的冲击,发展潜力不可小视。欧洲最大的冲印商Cewe Color以网络营销为竞争优势,在21个国家设立冲印车间;美国的Shutterfly公司,于1999年成立,到2006年营业额达到了3.5亿美元。日本相机影像设备工业会发表的数据表明,2007年全世界相机销售量为8487万台,而且会一直保持高增长的趋势。而根据中国影像行业研究中心的统计分析,2007年国内数码相片冲印营业额达到70亿元人民币,2010年内可达到100亿元左右的水平。冲印个性化产品和特色产品份额已经接近冲印总量的30%,利润贡献率则要占到50%甚至更高。各大冲印机构纷纷拓展分销渠道,采取各种分销手段、不惜代价地争夺客户,网络冲印竞争的价格战更是如火如荼,销售终端面临微利甚至负利。大连富达公司是大连冲印行业的知名企业,其发展也面临着类似的种种问题。因此大连富达公司如何根据企业自身的品牌,扩大企业市场份额,已成为当前大连富达公司迫切需要解决的问题。本文通过队大连富达网络冲印公...更多司的营销问题展开深入的研究,力求为公司营销策略决策及其长远发展提供一定的参考意见,也希望能够为大连本地网络冲印行业的发展起到“抛砖引玉”的作用。论文共分为五章。第一章为绪论部分,主要介绍了本文研究的背景,公司概况以及研究思路。第二章主要针对大连富达公司营销环境进行了深入的分析,主要包括市场需求及预测,宏观经济分析,竞争环境分析,网络冲印市场分析,公司内部环境分析等。在进行竞争环境分析时,运用了波特五力模型。第三章是对大连富达网络冲印公司的目标决策研究,主要包括对公司的SWOT分析,公司的目标市场选择以及公司的市场定位等。第四章提出了针对大连富达公司营销问题的一些解决策略,分别从产品、价格、促销和渠道四大方面进行展开说明。第五章则提出了大连富达公司的营销策略实施的一些保障措施。总之,论文在对营销理论的基础上,以大连富达网络为具体研究对象,通过实证分析与研究,提出了大连富达公司营销策略改善措施,对公司的发展具有一定的指导意义。  还原

【Abstract】 In recent years, with the digital camera industry and the Internet, mobile networks, the rapid development of Internet-based and wireless communications networks, the gradual rise of digital printing. Network printing its low cost and convenience stores to traditional printing methods to form a not a small impact on the development potential can not be belittled. Europe's largest printing companies Cewe Color competitive advantage of network marketing in 21 countries have set up printing shop; the United States, Shutterfly Inc., was established in 1999 to 2006, turnover reached 350 million U.S. dollars. Camera & Imaging Equipment Industry published data indicate that in 2007 worldwide sales of 84.87 million units the camera, but will always maintain a high growth trend. According to the China Video Industry Research Center, the statistical analysis of 2007 turnover of the domestic digital photo printing up to 70 billion yuan in the year 2010 could reach 100 billion level. Printing ...更多personalized products and specialty products share of close to 30% of the total printing and profit contribution rate will have to account for 50% or even higher. Major printing agencies to expand distribution channels and a variety of distribution means, at any cost to compete for customers, network printing competition, price war is in full swing, point of sale terminals facing the low-profit or even negative profits. Dalian Dalian printing industry, Fidelity is well-known enterprises, their development is also facing similar problems.Therefore, how the company Dalian Fidelity under the enterprise's own brand to expand the enterprise market share, has become an urgent need to Dalian Fidelity's problems.In this paper, team Dalian Fidelity the company's marketing network printing issues in-depth study, and strive for the company's marketing strategy decision-making and long-term development of the views of some reference, but also want to be able to Dalian local network printing industries play "attract valuable comments," The effect. Paper is divided into five chapters. Chapter I Introduction section, which mainly describes the background of this study, company profile, and research ideas. Chapter II, Dalian Fidelity targeted marketing environment of the in-depth analysis, mainly including market demand and forecasts, macroeconomic analysis, competitive environment analysis, network printing market analysis, internal environmental analysis. Conducting competitive environment analysis, the use of the Porter five-force model. The third chapter is a network of printing companies in Dalian Fidelity objective decision-making research, mainly on the company's SWOT analysis, the company's target market selection and the company's market positioning. The fourth chapter in Dalian Fidelity against a number of marketing problems-solving strategies, respectively, from the product, price, promotion and channel launched four major aspects of explanation. Chapter V Dalian Fidelity has put forward the company's marketing strategy to implement a number of safeguards.In short, research papers on the basis of marketing theory in order to Dalian Fidelity network specific object of study, through empirical analysis and research, presented Fidelity's marketing strategy in Dalian improvement measures, the development of the company has some significance. 
  大连富达网络冲印公司市场营销策略研究

摘要 4-5
Abstract 5-6
1 绪论 10-17
    1.1 研究背景 10-11
    1.2 公司概况 11-15
        1.2.1 大连富达网络冲印公司基本概况 11
        1.2.2 大连富达网络冲印公司经营状况 11-13
        1.2.3 大连富达网络冲印公司经营存在的问题 13-15
    1.3 研究思路 15-17
2 大连富达网络冲印公司营销环境分析 17-30
    2.1 宏观环境分析 17-20
        2.1.1 政治环境 17
        2.1.2 经济环境 17-18
        2.1.3 技术环境 18-19
        2.1.4 文化环境 19-20
    2.2 竞争环境分析 20-22
        2.2.1 行业现状分析 20-22
        2.2.2 主要竞争对手分析 22
    2.3 网络冲印业务环境分析 22-26
        2.3.1 网络冲印市场状况 22-23
        2.3.2 网络冲印市场特点 23-24
        2.3.3 影响网络冲印市场发展的主要因素 24-26
    2.4 企业资源与能力分析 26-30
        2.4.1 大连富达公司资源分析 26-27
        2.4.2 大连富达公司能力分析 27-30
3 大连富达公司目标市场决策 30-40
    3.1 大连富达公司SWOT分析 30-33
        3.1.1 机会(O) 30-31
        3.1.2 威胁(T) 31-32
        3.1.3 优势(S) 32
        3.1.4 劣势(W) 32-33
    3.2 大连富达公司开拓个人网络冲印市场的必要性 33-40
        3.2.1 柯达公司的痛苦转型 33-34
        3.2.2 联通公司网上冲印业务 34-36
        3.2.3 发展大连本地化网络冲印的理由 36-37
        3.2.4 柯达及普通冲印公司营销模式 37
        3.2.5 大连富达个人网络冲印业务的营销模式 37-40
4 大连富达公司营销策略 40-53
    4.1 大连富达公司产品策略 40-43
        4.1.1 产品差异化策略 40-41
        4.1.2 产品开发与设计策略 41-42
        4.1.3 产品品牌策略 42-43
    4.2 大连富达公司价格策略 43-45
        4.2.1 高质高价策略 43
        4.2.2 地区定价策略 43-44
        4.2.3 特殊折扣策略 44
        4.2.4 价格规范策略 44-45
    4.3 大连富达公司促销策略 45-48
        4.3.1 广告宣传策略 45
        4.3.2 优惠促销策略 45-47
        4.3.3 有奖促销策略 47
        4.3.4 售点陈列促销策略 47
        4.3.5 公共关系策略 47-48
    4.4 大连富达公司渠道策略 48-53
        4.4.1 营销渠道的设计 48-50
        4.4.2 营销渠道的管理 50-53
5 大连富达公司营销策略实施的保障措施 53-58
    5.1 加强营销队伍建设提高企业营销能力 53-55
        5.1.1 注重企业内部营销 53
        5.1.2 选择优秀的营销人员 53
        5.1.3 加强营销队伍的系统训练 53-54
        5.1.4 增强营销队伍的激励措施 54-55
    5.2 健全营销保障体系 55
    5.3 完善营销信息系统把握动态经营环境 55-57
    5.4 做好顾客管理，加强售后服务 57-58
结论 58-59
参考文献 59-61
致谢 61-62