苏州灵动数码科技有限公司营销策略研究

发布时间：2018-03-14 07:04

本文选题：动漫产业　切入点：战略目标　出处：《南京航空航天大学》2008年硕士论文　论文类型：学位论文

【摘要】： 动漫产业是一项融艺术、科技、出版、玩具制造、商业、旅游和传播媒介为一体的综合型、现代型工业,现已成为各国争夺的重要传媒产业。我国动漫产业曾有过辉煌期,但自20世纪80年代中后期以来,我国动漫市场上一直被国外动漫产品所占据。我国的动画产业还处于市场发展的初级阶段,而且在我国加入WTO后,国内动漫企业面临着更为严峻的挑战和考验。为此国内企业如何积极利用国家的相关产业政策,打造完整的动漫产业链条,从而提高产业整体竞争力,此乃刻不容缓的大事,但无论如何合适的营销策略是企业增强活力的重要法宝。苏州灵动数码科技有限公司自成立以来,一直从事对外加工动画制作。随着我国动漫产业的快速发展,公司取得了良好信誉和经济效益。但近年来行业竞争状况不断加剧,尤其是入世以后的新情况下,在机遇与挑战并存,苏州灵动需要适应发展新形势,调整原有营销策略,不断开拓新兴市场,开发新产品,加强苏州灵动的品牌知名度和市场占有率,增强竞争优势,进一步将企业做大做强。关系营销理论虽然在银行业和航空业等行业中得到了应用,但关系营销理论在动漫行业中还没有得到推广,本文首次尝试应用该理论,阐述了苏州灵动数码科技有限公司的营销策略和方向,制定了该公司的销售策略,并提出如何实施及相关对策。
[Abstract]:Animation industry is a comprehensive and modern industry that combines art, science and technology, publishing, toy manufacturing, commerce, tourism and media. However, since the middle and late period of 1980s, the animation market of our country has been occupied by foreign animation products. The animation industry of our country is still in the primary stage of market development, and after China's entry into WTO, Domestic animation companies are facing more severe challenges and tests. Therefore, how to actively utilize the relevant industrial policies of the country to create a complete chain of animation industry, thereby improving the overall competitiveness of the industry, is a matter of great urgency. However, the appropriate marketing strategy is an important magic weapon to enhance the vitality of enterprises. Since its establishment, Suzhou Smart Digital Technology Co., Ltd. has been engaged in animation production. With the rapid development of animation industry in China, the company has achieved good reputation and economic benefits. Especially in the new situation after China's entry into WTO, in the coexistence of opportunities and challenges, Suzhou Smart needs to adapt to the new situation of development, adjust its original marketing strategy, continuously open up new markets and develop new products. Strengthen the brand awareness and market share of Suzhou Smart, enhance the competitive advantage, further make the enterprise bigger and stronger. Although the relationship marketing theory has been applied in the banking industry and aviation industry, but the relationship marketing theory has not been popularized in the animation industry, this paper first tries to apply this theory. This paper expounds the marketing strategy and direction of Suzhou Smart Digital Technology Co., Ltd.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【引证文献】