大连理工大学专业学位硕士学位论文
摘
要
过去二十年中国经济高速发展，服务行业也在不断进步。摄影行业在商业化的过程
中，业务和服务水平也在不断升级，竞争也在不断加剧，全国摄影行业注册 40多万家，
从业人员 600余万人。JS影像有限公司是本地化摄影服务公司，主要经营亲子及成人摄
影摄像业务，成立短短 5年，凭借良好的客户口碑，依然成为本地高端儿童摄影市场的
领头羊。
由于摄影行业准入门槛低，竞争对手不断增多，伴随着 2020年新冠疫情如黑天鹅
到来，对线下摄影行业冲击巨大，消费信心的减弱，对价格更加敏感，这些都带给公司
巨大的挑战，也导致 2019-2020年的业绩停滞不前。当前本地摄影市场属于完成竞争市
场，JS影像有限公司如何在竞争中制定营销的策略，如何在市场保持竞争的产品及服务
优势，如何提升品牌形象，并最终寻找生存和发展的机会是当务之急。
本文通过文献研究法、问卷调查法和实地调研法，结合自身经验对 JS影像有限公
司的营销现状和存在问题进行分析，利用 PEST模型进行宏观分析，再通过公司的内外
部环境进行分析，重点阐述了鞍山行业竞争对手情况，客户消费需求，内部资源与能力。
进而利用 STP市场分析法对目标市场进行细分，确定公司对目标市场的定位与选择，进
而着重对产品、价格、渠道、促销，社群及客户关系六个方面提出具体的营销策略，最
后从建立客户服务标准，加强和完善营销团队的整体建设和激励体系以及企业文化价值
的传导等几个方面提出保障措施，助力 JS影像公司在营销方面取得竞争优势，实现企
业的健康有序发展。
关键词：JS影像公司；摄影；营销策略
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JS影像有限公司营销策略研究
JS Image Co. , Ltd. Marketing Strategy Research
Abstract
In the past two decades, China's economy has developed rapidly, and the service industry
has also continued to improve. In the process of commercialization of the photography industry,
business and service levels are constantly upgrading, and competition is also intensifying.
There are more than 400,000 registered photographers in the national photography industry
with more than 6 million employees. JS Imaging Co., Ltd. is a localized photography service
company, mainly engaged in parent-child and adult photography and demography business. It
has been established for just 5 years. With a good customer reputation, it is still the leader in the
local high-end children's photography market.
Due to the low barriers to entry in the photography industry and the increasing number of
competitors, with the arrival of the new crown epidemic in 2020 such as the black swan, it will
have a huge impact on the offline photography industry, weakened consumer confidence, and
become more sensitive to prices. All these have brought huge challenges to the company ,
Which also led to stagnant performance in 2019-2020. The current local photography market is
a competitive market. How JS Imaging Co., Ltd. formulates marketing strategies in the
competition, how to maintain competitive product and service advantages in the market,and
ultimately find opportunities for survival and development are the top priorities.
This article analyzes the marketing status and existing problems of JS Imaging Co., Ltd.
through literature research method, questionnaire survey method and field research method,
combined with its own experience, uses the PEST model for macro analysis, and then
analyzes the company's internal and external environments, focusing on the explanation The
situation of Anshan's industry competitors, customer consumption needs, internal resources
and capabilities are analyzed. Then use the STP market analysis method to segment the target
market, determine the company's positioning and choice of the target market, and then focus
on the six aspects of product, price, channel, promotion, community and customer relations to
propose specific marketing strategies, and finally from Establishing customer service
standards, strengthening and improving the overall construction and incentive system of the
marketing team, and the transmission of corporate cultural values, etc., put forward safeguard
measures to help JS Imaging Company gain a competitive advantage in marketing and realize
the healthy and orderly development of the company.
Key Words：JS Imaging Co. , Ltd.; Photography;Marketing
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
目录.......................................................................................................................... III
1 绪论.............................................................................................................................. 1
1.1 研究的背景和意义........................................................................................... 1
1.1.1 JS影像公司简介................................................................................... 1
1.1.2 公司的经营现状.................................................................................... 1
1.1.3 研究的意义............................................................................................ 3
1.2 研究的目的和内容........................................................................................... 3
1.2.1 研究的目的............................................................................................ 3
1.2.2 研究的内容............................................................................................ 4
1.3 研究的方法和技术路线................................................................................... 4
1.3.1 研究的方法............................................................................................ 4
1.3.2 研究的技术路线.................................................................................... 5
2 文献回顾及综述.......................................................................................................... 7
2.1 市场营销的概念............................................................................................... 7
2.2 市场营销相关理论........................................................................................... 7
2.2.1 STP理论................................................................................................ 7
2.2.2 营销 4P理论.......................................................................................... 8
2.2.3 PEST模型.............................................................................................. 8
2.2.4 SWOT模型............................................................................................ 9
3 JS影像公司营销中存在的问题及原因分析........................................................... 10
3.1 JS影像公司营销中存在的问题.................................................................... 10
3.1.1 新客户咨询量下降.............................................................................. 10
3.1.2 新客户成交率降低.............................................................................. 11
3.1.3 老客户复购率降低.............................................................................. 12
3.1.4 顾客服务满意度降低.......................................................................... 13
3.1.5 促销活动业绩下降.............................................................................. 13
3.2 JS影像公司营销问题的原因分析................................................................ 14
3.2.1 产品风格研发不够体系化.................................................................. 14
3.2.2 价格体系不成熟.................................................................................. 14
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。。。以下略