摘要
改革开放以来，我国文化传媒业快速发展，为我国经济的腾飞贡献了一份力
量。在文化产业不断受到重视，地位不断提高的进程中，相应的文化产业体制改
革也在不断进行着，到 2016 年，我国文化传媒行业的发展赢来了新纪元，虽然
文化传媒行业的发展促进了我国经济结构的调整，对我国经济的增长起到了一定
的助推作用，但如今不容乐观的经济形势下，文化传媒业的发展受到了一定影响，
文化传媒行业作为服务业的一部分，对所需的经营要求相对较低，进入门槛相对
宽松，种种原因下，传媒企业间的竞争不断加剧，其中的相关企业还面临着很多
的发展问题。YD 文化传媒公司作为一家刚发展起来的中小企业，在内外部压力
下需采取一定的举措以应对，而面对同质化现象较严重的同业间竞争，差异化策
略是一种很好的发展策略，即在企业经营中采取差异化经营方式，能够很好的树
立公司形象和特色

本文围绕 YD 文化传媒公司展开相关研究，首先从其营销现状出发，分析其
营销发展方面的问题和发展形势，然后对其所处的营销环境进行分析，主要包括
宏观环境及行业竞争情况，在此基础上，本文运用了 SWOT 分析法，对 YD 公
司内外部所面临的机会、威胁、优势和劣势做一个全面的分析，从而提出当前形
势下其发展所需采取的差异化营销策略，包括市场差异化策略、品牌差异化策略、
价格差异化策略和服务差异化策略，其中服务差异化和品牌差异化是 YD 公司需
要重点关注的方面，为保证差异化策略的有效实施，本文还提出了四方面的保障
措施，分为人才制度方面、项目管理方面、组织氛围方面及财务规划方面。以期
更好的改善 YD 公司的企业绩效，稳步提升其市场竞争力，为 YD 文化传媒公司
的发展提供有效的建议

关键词：YD 公司；文化传媒；差异化策略II
Abstract
Since the reform and opening to the outside world, China&39;s cultural media
industry has developed rapidly, contributing a lot to the take-off of our country&39;s
economy. In the cultural industry has attracted more attentions, continuously improve
the status in the process of reform, the corresponding system of cultural industry are
also ongoing, to 2016, the development of China&39;s cultural media industry to win a
new era, although the development of cultural media industry to promote the
adjustment of China&39;s economic structure, a role of China&39;s economic growth, but now
the economic situation is not optimistic, will affect the development of cultural media
industry, cultural media industry as part of the service industry, the business required
relatively low barriers to entry is relatively loose, a variety of reasons, the media
increasing competition among enterprises, the relevant enterprises also face a lot of
problems in the development of. YD culture media company as a newly developed
small and medium enterprises in the internal and external pressure to take certain
measures to deal with, in the face of competition more serious homogenization of
Inter, differentiation strategy is a good development strategy, take the difference in
management mode in the enterprise, it can good image and characteristic.
This paper concentrates on the research of YD culture media company, first from
the marketing status quo, analysis of its marketing development problems and
development situation, and its marketing environment analysis, mainly including the
macro environment and industry competition situation, on this basis, this paper uses
SWOT analysis method, the face of the YD company the internal and external
opportunities and threats, advantages and disadvantages of doing a comprehensive
analysis of the differences and presents the current situation of its development to
marketing strategy, including strategy, market differentiation strategy, brand
difference price difference strategy of foreignization and service difference, the
service differentiation and brand differentiation is YD companies need to focus on, to
ensure the effective implementation of differentiation strategy, this paper also puts
forward some safeguard measures in four aspects, divided into personnel system,
Project management, organizational climate and financial planning. In order to better
improve the YD company&39;s performance, and steadily enhance its market
competitiveness, and provide effective suggestions for the development of YD culture
media company.
Key Words: YD company; cultural media; differentiation strategyIII
目 录
第 1 章 绪论......1
1.1 研究背景及意义1
1.1.1 研究背景...1
1.1.2 研究意义...1
1.2 国内外研究现状2
1.2.1 国外相关研究.......2
1.2.2 国内相关研究.......2
1.3 研究思路与方法3
1.3.1 文献资料研究.......4
1.3.2 个案研究...4
1.3.3 数据分析...4
1.4 论文的内容及结构安排4
第 2 章：相关理论研究7
2.1 差异化策略理论7
2.1.1 市场创造法...........7
2.1.2 借题深入法...........7
2.1.3 拾遗补缺法...........7
2.2 营销环境分析理论........8
2.2.1 PEST 分析..8
2.2.2 SWOT 分析..8
2.2.3 波特五力模型分析...........8
第 3 章：YD 文化传媒公司营销现状分析.....10
3.1 YD 文化传媒公司发展概况.....10
3.1.1 组织结构分布.....10
3.1.2 人力资源情况.....11
3.1.3 业务发展情况.....12
3.1.4 经营业务情况.....12
3.2 YD 公司营销存在的主要问题.14
3.2.1 营销产品组合性不强.....14
3.2.2 营销产品定价吸引力不足.........14
3.2.3 营销人员流动较大.........15IV
3.2.4 品牌宣传效果不佳.........15
3.3 YD 公司营销面临的挑战........
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