中小型婚纱摄影企业的品牌营销研究

发布时间：2018-08-07 08:16

【摘要】： 随着中国改革开放步伐的层层推进,中国经济日益增长。从90年代初期开始,婚纱摄影在人们的思想观念中逐渐兴起,婚纱摄影行业就此应运而生。前后二十年间,各地大小影楼层出不穷,市场竞争格局、特点也正在发生着新的变化,企业竞争从产品走向品牌,品牌决定产品的竞争地位,市场营销表现为以品牌营销为主导因素,品牌营销代表市场的发展方向。本文将结合国内中小型婚纱摄影企业的现状,在市场经济的背景下,通过研究企业的产品品牌和品牌营销的概念、理论、发展历程,提出了中小型婚纱摄影企业须走品牌营销之路;同时探讨了国内中小婚纱摄影企业实施品牌营销的现实意义;分析了中小型婚纱企业实施品牌营销的原则内容及在市场条件下的营销战略;重点阐述了通过重视客户关系管理、通过提炼品牌的核心价值及通过战略利益联盟和利用互联网平台实施中小型婚纱摄影企业品牌营销的几个关键环节;使之成为适合于国内中小型婚纱摄影企业品牌营销的战略方法,从而提高企业的品牌意识,指导企业的品牌营销实践,促进中小型婚纱摄影企业的可持续发展和壮大。论文指出,市场的主导性逐渐向有利于具有领先品牌的国内大企业的方向演变,中小型婚纱摄影企业的生存和发展,面临着前所未有的困难和压力。企业须合理实施品牌营销,使其产品和营销更具有个性化色彩和核心竞争力,从而能够赢得发展和成功的契机。
[Abstract]:With the development of China's reform and opening-up, China's economy is growing day by day. Since the early 1990s, wedding photography in people's ideas and gradually rise, wedding photography industry emerged as the times require. In the past two decades, various movie studios have emerged one after another, and the market competition pattern and characteristics are also undergoing new changes. Enterprise competition is moving from product to brand, and the brand determines the competitive position of the product. Brand marketing represents the development direction of the market with brand marketing as the leading factor. This article will combine the domestic small and medium-sized wedding photography enterprise's present situation, under the market economy background, through the research enterprise's product brand and the brand marketing concept, the theory, the development course, The paper puts forward the road of brand marketing for small and medium-sized wedding photography enterprises, and probes into the practical significance of brand marketing in small and medium-sized wedding photography enterprises in China. This paper analyzes the principle content of brand marketing in small and medium-sized wedding dress enterprises and the marketing strategy under the market conditions, and emphasizes on the importance of customer relationship management. By refining the core value of the brand and through strategic interests alliance and the use of Internet platform to implement the brand marketing of small and medium-sized wedding photography enterprises several key links; To make it a strategic method suitable for domestic small and medium-sized wedding photography enterprises brand marketing, so as to improve the brand awareness of enterprises, guide the brand marketing practice of enterprises, promote the sustainable development and growth of small and medium-sized wedding photography enterprises. The paper points out that the market dominant gradually evolves in favor of large domestic enterprises with leading brands. The survival and development of small and medium-sized wedding photography enterprises are facing unprecedented difficulties and pressures. Enterprises should carry out brand marketing reasonably to make their products and marketing have individualized color and core competitiveness so as to win the opportunity of development and success.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F719

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