【作者】 李勇；

【导师】 侯治平；

【作者基本信息】 桂林理工大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 教育是我国发展的立国之本,也是我国能够迅速成长为世界第二大经济体、创新大国的重要原因之一。同样,学生群体也是社会中重要的消费群体之一,其具有规模大、消费能力强等特点,在我国当前服装、电子产品、学习用具等消费市场中,学生消费的比重越来越大,学生在经济发展中的贡献也越来越大。教育部数据显示,2023年全国高校毕业生规模预计1158万人,相较于刚刚打破千万纪录的2022年,毕业生人数再创新高,而针对毕业生的毕业照摄影市场需求也越来越旺盛。毕业季摄影行业具有较为独特的研究价值,它的客户以大学毕业生为主,以其较低的准入门槛,不仅吸引了较多有意愿创业投资的经营者,其自身发展也是互联网时代创业型小企业发展的缩影。本文以2011年所建立的CH校园摄影服务公司为研究对象,首先,通过国内外相关文献分析,确定研究框架和理论基础,找到分析的切入点。其次,运用AHP方法测算SPACE矩阵各变量指标权重,再利用SPACE矩阵分析CH校园摄影公司外部环境、内部环境以及战略选择;随后,利用SWOT分析方法,从CH校园摄影公司发展优势、发展劣势、发展机会、发展威胁及SWOT矩阵综合分析等方面得到了CH校园摄影公司优势面、劣势面。结合上述分析,量化内外部各种优劣势因素,利用相关理论,找到适合CH校园摄影公司的发展战略,总结出CH校园摄影公司业务开展的方法,最后提出完善产品及衍生品、形成品牌效应,构建统一的营销体系,优化人力资源配置,塑造企业文化等行之有效的业务保障措施。更多还原

【Abstract】 Education is the foundation of China’s development and one of the important reasons why China can rapidly grow into the world’s second largest economy and innovation power.Similarly,the student group is also one of the important consumer groups in the society.It has the characteristics of large scale and strong consumption ability.In the current market of clothing,electronic products,learning equipment and other consumer markets in China,the proportion of student consumption is increasing,and the contribution of students in economic development is also increasing.According to the data of the Ministry of Education,the number of college graduates nationwide is expected to reach 11.58 million in 2023.Compared with 2022,which just broke the record of tens of millions,the number of graduates has reached a new high,and the market demand for graduation photography for graduates is also growing.The photography industry in the graduation season has a unique research value.Its customers are mainly college graduates.With its low entry threshold,it not only attracts more operators who are willing to venture capital,but also its own development is the epitome of the development of entrepreneurial small enterprises in the Internet era.This paper takes CH Campus Photography Service Company established in 2011 as the research object.First of all,through the analysis of relevant domestic and foreign literature,it determines the research framework and theoretical basis,and finds the starting point for analysis.Secondly,use AHP method to calculate the index weight of each variable in SPACE matrix,and then use SPACE matrix to analyze the external environment,internal environment and strategic choice of CH campus photography company;Then,using the SWOT analysis method,the strengths and weaknesses of CH Campus Photography Company are obtained from the development strengths,weaknesses,opportunities,threats and SWOT matrix comprehensive analysis.Based on the above analysis,quantify various internal and external advantages and disadvantages,use relevant theories to find the development strategy suitable for CH Campus Photography Company,summarize the business development methods of CH Campus Photography Company,put forward relevant suggestions,and finally put forward practical and effective business guarantee measures such as improving products and derivatives,forming brand effect,building a unified marketing system,optimizing human resource allocation,and shaping corporate culture.更多还原