摘 要
近年来，深圳市文化创意产业蓬勃发展。深圳市嘉兰图设计有限公司（以下简称嘉
兰图公司）是我国工业设计的专业企业，在深圳市场具有举足轻重的地位。随着近年来
深圳制造业转型升级，市场需求结构快速改变，嘉兰图公司现有的销售策略已经不能满
足市场发展和市场竞争的需要，亟需进行优化

论文以嘉兰图公司的营销策略为研究对象，运用 PEST 方法和 SWOT 方法对嘉兰图
公司的宏观环境和内部环境进行分析。研究发现：嘉兰图公司在组织效率、知识管理、
资源整合、供应链服务、人力资源等方面具有优势；在创新资金投入、创新力度、运营
成本、品牌营销推广等方面存在劣势。嘉兰图公司的发展机会是当前社会对创意设计产
品的需求大幅度上升，全国各级政府对创意产业支持力度日益加大，宏观和微观的发展
环境越来越好。嘉兰图公司发展的威胁是行业尖端设计人才不足、产业结构不合理、行
业竞争越来越激烈。具体表现，产业化事业部和设计部门分别从事研发前期调研和具体
设计，工作效率高；知识营销体系能将设计项目和消费需求按照知识归类，提高工作效
率；双轨道的经营模式能更好的整合资源，降低风险；供应链有利于增加了消费者的满
意度，提升品牌竞争力；聘用经验丰富的设计师；缺乏本土尖端人才；产品还处于模范
阶段，缺乏核心竞争力；主要承接设计业务，自主研发品牌少。为了发挥嘉兰图公司现
有优势，克服嘉兰图公司存在的劣势，论文借助 CCDVTP 理论，对嘉兰图公司创意设
计产品的营销策略进行了优化。优化方案以研发创新、价值沟通、顾客满意度和利润最
大化为基本原则，设计了包括加大研发创新投入、加强价值沟通与传递、锚定目标市场、
改善营销绩效管理等策略。为了保障营销优化策略顺利进行，嘉兰图公司应该从资金、
人才组织、营销网络和争取政府扶持上给予保障

论文研究于对扩大嘉兰图公司创意产品的销售和增强市场竞争力具有较强的指导
价值，对其他创意设计企业优化自己的营销策略也具有一定的指导意义

关键词：嘉兰图；CCDVTP；营销策略；优化
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ABSTRACT
With the development of economic, cultural and creative products as an emerging
creative industries become more and more important in Shenzhen recently. Newplan, the
leading enterprise of China design industry, has obtained considerable economic benefits.
However, the changes of manufacturing sector upgraded from heavy industry to technology
industry and Consumer’s demands make the company's existing marketing strategies unable
to meet the needs of market development and competition. Therefore, thesis that is based on
CCDVTP theory provides optimal marketing strategy for Newplan.
Paper studies the creative design products of Newplan and provides feasible marketing
strategy. We apply PEST and SWOT to study the macroeconomic environment and internal
environment of Newplan. The advantages of Newplan are efficient organizational structure;
knowledge management system that can classify design program according to the different
knowledge that can increase productivity; double-track business model that can better
integrate resources and reduce risk; supply chain services; mature design team that is
introduced talents from colleges and universities. The disadvantages are the lack of innovation
funding; inadequate innovation; higher operating costs; lack of brand effect. The opportunities
are the Government support and an increasing demand of creative design product. The threats
are the lack of cutting edge design talent, irrational industrial structure and increasing
industrial competitive. In order to strength the development of Newplan, we provide
marketing strategy of creative design products, and the principles of strategies are innovation,
value communication, customer satisfaction, and profit maximization. The strategies include
four parts: innovation strategy; value communication and delivery strategy; locating the target
market, and focusing on marketing performance management policy. Innovation policy needs
to increase investment in research and development, and increase the introduction of
cutting-edge talent at home and abroad. Value communication and delivery strategy needs to
increase the number of advertising, enhance brand effect and participate in more exhibitions.
Target market strategy should take population and geographic into account. Marketing
performance management strategy requires raising the capacity and speed of analysis sales
data to accurately understand changes in consumer preferences and market trend. Paper
respectively raises security policy from national level and enterprise level. In order to
guarantee smooth marketing optimization strategies, Newplan should take supporting
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measures that are the guarantees of capital, human resources organizations, marketing
network and Government support.
Thesis presents marketing strategies based on CCDVTP theory for Newplan, enhancing
sales of creative design product, increasing market share, providing marketing strategy
references for other creative design company.
Keywords: Newplan; CCDVTP; Marketing Strategy; Optimization