【作者】 薛兵；

【导师】 耿黎辉；

【作者基本信息】 西南交通大学 ， 工商管理， 2012， 硕士

【摘要】 CG (Computer Graphics)商业应用市场近十七年来取得了较快的发展,但市场竞争程度也随之加剧,另外广泛应用的市场需求,造成从业公司迷失了发展方向,无法聚焦资源,缺失核心竞争力。如上问题对CG行业的企业来说面临着很大的挑战。本文运用营销学的相关理论并借鉴相关研究成果论述AAA公司作为天津CG市场的领导品牌,面临日益复杂的市场环境,如何思考营销策略应对当前的竞争形势,保持和提高AAA公司的竞争优势,寻找新的业务和利润增长点,希望本文的研究能够弥补现有的关于CG行业的研究的不足,为正确认识CG行业和促进行业的健康发展有所帮助。也能为CG行业的其它企业有效参与竞争提供借鉴作用。全文共分5个部分,第1章是绪论,主要对本文的研究背景、问题的提出进行阐述,并对本文的研究内容、研究意义以及研究方法进行简要的说明。第2章是AAA公司简介,包含两个方面：第一基本情况介绍,涉及AAA公司发展历程、主营业务及发展情况、业务波士顿矩阵分析相关内容；第二营销现状分析,涉及营销组织结构、营销绩效、营销竞争力的思考及分析。第3章是AAA公司营销环境分析,通过外部环境分析发现外部环境变化的一般规律,预测其在未来一段时间内发展变化的趋势；内部环境分析找出AAA公司的竞争优势和核心能力；swot分析深化对企业自身的认识,为后面的营销战略和营销策略分析提供指导。第4章是AAA公司营销战略分析,跟据有意义、具有较强相似性、可以识别原则划分市场；确定完全覆盖市场差别营销方式；AAA公司凭借先进的技术和优质的产品占领目标市场中高端市场,在此基础上对AAA公司目标市场战略成功的关键因素和风险因素以及实现营销战略目标的能力和资源进行相关的分析,论证营销战略的可行性；第5章是AAA公司营销策略分析,运用4P理论从产品、价格、渠道和促销四个角度对AAA公司的营销策略展开分析,从具体战术层面保证营销战略定位的实现。更多还原

【Abstract】 CG(Computer Graphics)business applications market get rapid development in the past seventeen years, but the degree of competition in the market also will be intensified, another, market demand caused by widely used has made the companies in the industry lost the direction of development, unable to focus resources, lack of core competitiveness. The above problems make CG industry enterprises facing a great challenge. This paper used marketing theory and draw on relevant research results to discuss the AAA company, as Tianjin CG market leading brand, facing with increasingly complex market environment, how to think about the marketing strategy to cope with the current competitive situation, to maintain and improve the company’s competitive advantage, to look for new business and profit growth point, I hope this study can compensate for the lack of research on the CG industry, be helpful for a correct understanding of the CG industry and promote the healthy development of the industry, can also provide a reference for the CG industry enterprises to effectively competing in the market.The article is divided into five parts, Chapter1, Introduction, it described research background and the problems, it also made a brief description of and the content, significance, and research methods of this study. Chapter2, AAA Company Profile, it contains two aspects:the first covering the course of AAA development of the company, the main business and development, product Boston matrix analysis; second involving marketing situation analysis, the structure of the marketing organization, reflection and analysis of marketing performance, marketing competitiveness. Chapter3, AAA corporate marketing environment analysis, external environment analysis can find the general laws of the external environment changes and predict the trends of its development in the coming period of time; internal environmental analysis can identify the company’s competitive advantages and core competencies; SWOT analysis can deepen the understanding of the enterprise itself, and provide guidance for the coming analysis on the marketing strategy and tactics. Chapter4, researching on AAA company’s marketing strategy. Division of the market is based on principle of meaningful, strong similarity and recognizable, the company determined to cover all of segments markets in different marketing model and occupy the high-end market in each segments market with advanced technology and high quality products; To demonstrate the feasibility of marketing strategy, it analyzed the critical success factors and risk factors of AAA company target market strategy and the capacity and resources of the company to realize the Strategic objectives. Chapter5, AAA company marketing tactics analysis, to use of the4P theory to analyze the company’s marketing tactics, that is from the four perspectives of product, price, place and promotion to ensure the realization of positioning of the company marketing strategy.更多还原