黑龙江大学硕士学位论文
Abstract
Printing is one of the four great inventions in ancient China. It plays a very
important role in people's study, work and life and cultural communication. With the
development of the times, the improvement of people's living standards, the change of
consumers' preferences and the development of electronic products, it always challenges
the traditional printing industry. The change of national policies encourages college
students and unemployed people to start their own businesses, reduces the cost of
entrepreneurship and simplifies the process of certificate processing. These factors have
brought unprecedented competitive pressure to the printing industry with low threshold.
Traditional printing enterprises need to make great changes in business philosophy,
development mode and marketing strategy. Only by formulating practical and effective
marketing strategies can the enterprise develop in the long run. J company should not
only pay attention to the common problems of the industry, but also pay attention to
reasonably improving the marketing strategy in combination with its own problems, so
as to meet the current development needs.
The theme of this paper is the research on the marketing strategy of J company.
Starting from the basis of marketing theory, this paper analyzes and uses the relevant
theories such as statistical data, management and "SWOT" analysis method. Starting
from the current situation of the company, this paper analyzes the marketing strategy of
J company, finds out the problems in its strategy, and puts forward corresponding
suggestions and implementation guarantee for the problems in the strategy. I hope the
conclusion of this paper not only has practical significance for J company, but also can
provide reference for similar companies.
Key words: Digital printing; Personalized service; Finished product display
-II-

目录
目录
中文摘要 ...........................................................................................................................I
Abstract.............................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究背景 .......................................................................................................... 1
二、研究的目的和意义 .......................................................................................... 1
（一）研究的目的 ............................................................................................ 1
（二）研究的意义 ............................................................................................ 2
三、国内外研究现状 .............................................................................................. 2
（一）国外的研究现状 .................................................................................... 2
（二）国内的研究现状 .................................................................................... 3
（三）国内的研究现状评述 ............................................................................ 4
四、主要内容和研究方法 ...................................................................................... 5
（一）主要内容 ................................................................................................ 5
（二）研究方法 ................................................................................................ 5
第一章 营销的相关概念与理论基础 ............................................................................ 7
第一节营销的相关概念 ......................................................................................... 7
第二节营销的组合策略理论 ............................................................................... 8
一、4P营销理论............................................................................................... 8
二、服务营销理论 ............................................................................................ 9
三、4C营销理论 ............................................................................................ 10
四、全方位营销理论 .......................................................................................11
五、SWOT分析方法.......................................................................................11
本章小结 ................................................................................................................. 14
第二章 J公司的营销现状及问题 ............................................................................... 15
第一节 J公司的基本情况..................................................................................... 15
-III-

黑龙江大学硕士学位论文
一、公司简介 .................................................................................................. 15
二、公司基础实力 .......................................................................................... 16
三、组织机构 .................................................................................................. 17
第二节 J公司的营销现状..................................................................................... 17
一、产品方面 .................................................................................................. 18
二、价格方面 .................................................................................................. 18
三、渠道方面 .................................................................................................. 18
四、宣传方面 .................................................................................................. 18
第三节 J公司的营销策略存在的问题.................................................................. 19
一、产品价值受限 .......................................................................................... 19
二、价格不占优势 .......................................................................................... 19
三、渠道单一 .................................................................................................. 20
四、推广宣传不足 .......................................................................................... 20
五、服务不到位 .............................................................................................. 21
（二）缺少成品展示空间 .............................................................................. 21
第四节 J公司的营销策略问题的成因分析......................................................... 21
一、营销策略落后 ........................................................................................ 21
二、工作方法简单 .......................................................................................... 22
三、管理不规范 ............................................................................................ 22
本章小结 ................................................................................................................. 22
第三章 J公司市场营销环境分析 ............................................................................... 23
第一节宏观环境分析 ........................................................................................... 23
一、政治环境 .................................................................................................. 23
二、经济环境 .................................................................................................. 23
三、社会文化环境 .......................................................................................... 24
第二节微观环境分析 ......................................................................................... 25