米琦摄影工作室营销竞争力研究.docVIP

PAGE PAGE 18 米琦摄影工作室营销竞争力研究 摘 要 随着科技进步与经济发展，消费者对“美”和精神层次的要求越来越高,能够拍摄出消费者喜欢的、满足其审美要求的照片已经成为现代摄影发展的新要求，这些要求拉动了摄影摄像行业的发展,刺激摄影业转变发展思路,从以影像记录为主的单一门类发展为囊括各项门类的综合性艺术,呈现规模化、多样化发展趋势。 近年来，摄影主客源市场正在转移，旅拍等新颖的摄影方式的出现给摄影业带来了新的机会的同时也带来了一些问题，本论文通过调查研究分析,从目前摄影市场的现状、米琦摄影工作室所处的竞争环境、营销环境出发,在了解本地的行业现状之后,结合该公司实际情况,对该公司的营销竞争能力进行分析，制定出切实可行的营销竞争策略,提高销售额与利润，达到有效的提高工作室竞争能力的目的，从而应对日益严峻的市场竞争，同时对米琦摄影工作室业务的开展具有实际指导意义。 关键词：摄影行业；营销竞争力；米琦摄影工作室 Abstract With the progress of science and technology and the development of economy, consumers demand more and more beauty and spiritual level, and being able to take photos they like and meet their aesthetic requirements has become a new requirement for the development of modern photography. In recent years, the main source of photography market is shifting, the emergence of new photography methods such as travel photography has brought new opportunities to the photography industry, but also brought some problems, this paper through investigation and analysis, from the current situation of the photography market, Miqi photography studio in the competitive environment, marketing environment, after understanding the current situation of the local industry, combined with the actual situation of the company, to develop a practical marketing competition strategy, increase sales and profits, to achieve an effective enhancement of the studio competition, so as to deal with increasingly severe photography. The development of studio business has practical guiding significance. Keywords: Photography Industry; Marketing Competitiveness; Mickey Photography Studio 目 录 18046 摘 要 I 4310 Abstract II TOC \o 1-3 \h \u 4073 第1章 绪论 1 19581 1.1研究背景 1 28744 1.1.1内地摄影发展历程 1 13568 1.1.2香港及日本的发展 1 24700 1.2研究目的及意义 1 4943 1.2.1研究目的 1 13422 1.2.2研究意义 2 22518 1.3研究内容及方法 2 32163 1.3.1研究内容 2 11524 1.3.2研究方法 3 20245 第2章 市场营销相关理论概述 4 19877 2.1 4P理论 4 1346 2.1.1产品 4 28528 2.1.2价格 4 15621 2.1.3渠道 4 12890 2.1.4促销 4 28872 2.2波特的竞争理论 5 28712 2.2.1驱动