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摘要
艾克斯有限公司市场营销策略优化研究
随着我国经济社会的高速发展和二孩政策的逐步开放，新一轮的婚育高峰
即将到来。同时伴随着八零九零后正逐步成为婚庆市场的消费主体，人们对婚
礼的重视程度和个性化表达也提出了更高的要求。从2010年以来，我国每年因
结婚而产生的相关消费总额已达到了上千亿元。在这种市场吸引力的作用之下，
和“大众创业、万众创新”的大环境背景之下，越来越多的市场主体开始跃跃
欲试的试图抢占这块潜力市场。从90年代初期的初步发展，到本世纪初的初具
规模，再到如今的个性化品牌趋势，婚庆市场历经近30年的发展，逐步趋于成
熟。但是由于我国婚庆公司众多，行业门槛较低，普遍规模较小，产品大致趋
于雷同，所以导致行业间的竞争也非常激烈。艾克斯有限公司正是这些“草根”
公司中的一员。本文希望通过对艾克斯有限公司市场营销策略进行研究和改进，
使该公司在激烈的市场竞争中获得更多的市场份额，进而提升该公司的经济效
益，探索出一条更加多元、科学、长远的品牌化发展之路
本文首先总结了目前我国婚庆行业现状及艾克斯有限公司的发展情况与营
销策略现状，分析出该公司在市场营销策略上存在产品和服务雷同，定价缺乏
灵活性与层次性，渠道广度不够，促销手段单一四个方面的问题。然后。针对
以上问题，提出具体优化目标，并进行了婚庆市场的细分，目标市场选择及市
场定位。在4P理论基础之上，提出了以提高消费者需求，提高消费门槛策略来
解决产品同质化问题；以“自主式差异化定价”来实现产品价格灵活性问题；
以利用关系营销整合资源的方法，实现渠道便利化与多样化；以网络营销、创
建品牌社区等促销手段，解决手段的单一问题。此外，本文还提出了保障策略
有效实施的具体措施
关键词：
艾克斯有限公司营销策略优化市场细分、 4P理论
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Abstract
Study on Marketing Strategies Optimization of Akoss Company
With the rapid development of China's economy and society and the gradual
opening of the two-child policy, a new wave of marriage and breeding is coming. At
the same time, as the consumption subject of the wedding market is gradually
becoming a part of the wedding market, people's attention to the wedding and the
personalized expression also put forward higher requirements. Since 2010, the
amount of related consumption generated by marriage in China has reached hundreds
of billions of yuan each year. Under the influence of this market attraction, more and
more market players are trying to seize this potential market. From the initial
development in the early 1990s to the early stage of this century, and to the trend of
personalized brands, the wedding market has gradually matured over the past 30
years. However, due to the large number of wedding companies in China, the general
scale is small and the products tend to be similar, so the competition among the
industries is also very fierce. AKOSS Company is one of those companies. This
article hopes to study and improve the marketing strategies of Akoss company to
make the company in the fierce market competition to gain more market share, and
enhance the economic benefits of the company, find a more diverse, scientific, and
long-term development.
This paper firstly summarizes the present situation of wedding industry in China
and the development and marketing strategies of AKOSS company . It is concluded
that the company has the same product and service in marketing strategy, lack of
flexibility in pricing, insufficient channel breadth, and a single four aspects of
promotion method. Then, aiming at the above problems, we propose specific
optimization objectives, classification of wedding market, target market selection and
market positioning. On the basis of 4P theory, this paper puts forward the strategy of
improving consumer demand and raising the threshold of consumption to solve the
problem of homogenization of products. To solve the problem of product price
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flexibility with independent differential pricing. To realize the convenience and
diversification of sales channels by means of the integrated resources of relationship
marketing. Solve the problem of lack of promotion means by means of network
marketing, brand building and other promotion methods. In addition, this paper also
puts forward the concrete measures to ensure the effective implementation of
marketing strategies.
Keywords :
Akoss companyoptimization of marketing strategymarket segmentation
the marketing theory of 4P.
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目录
第1章绪论 ....... 1
1.1研究背景和意义 .... 1
1.2研究思路和内容 .... 2
1.3研究方法 .... 3
第2章相关理论及文献综述 ... 4
2.14P营销理论 .......... 4
2.2市场细分与定位理论 ........ 5
2.3整合营销传播理论9
2.4管理优化理论 ........ 9
第3章艾克斯有限公司营销现状及问题分析 ......... 11
3.1我国婚庆行业概况与现状 .......... 11
3.2艾克斯有限公司的发展概况 ...... 14
3.3艾克斯有限公司营销策略现状.. 15
3.4艾克斯有限公司在市场营销中存在的问题分析 ......... 17
第4章艾克斯有限公司市场营销策略的优化 ......... 21
4.1艾克斯有限公司市场营销策略的优化目标 ..... 21
4.2艾克斯有限公司市场目标市场细分与定位优化 ......... 21
4.3营销策略的优化措施 ...... 24
4.4艾克斯有限公司营销策略优化实施效果评价 . 34
第5章艾克斯有限公司营销策略优化的保障措施 . 37
5.1健全营销组织结构 .......... 37。