I 摘要 随着时代的发展，文化传播及营销形式也在不断变化，传统的营销模式已经 不能适应当前文化创意产业需求，难以发挥出营销效果。目前，国家高度重视文 化产业，其发展价值不可小觑。传统户外营销常以公交候车亭、霓虹灯等为载体， 具有冲击人们的视觉，能够长时间发布的特点。现有传播方式增加了新媒体的应 用，特别是微信营销、微博营销等营销方式普及度非常高。与新媒体相比，传统 营销模式宣传方式单一，吸引力较弱被消费者忽视，而文化传播并不能丢弃传统 营销模式，需要将传统与新媒体相结合，发挥各自优势，实现整合营销，这是文 化创意产业营销发展的趋势。 本文以昆明铅字造文化传播有限公司为研究对象，探讨该公司业务的营销策 略。基于整合营销等理论，首先，介绍了昆明铅字造公司的基本概况、经营概况 以及整合营销的现状；其次，分析了昆明铅字造的宏微观环境与竞争环境；然后， 运用SWOT框架对昆明铅字造的整合营销进行分析，并在此基础上与AHP相结 合，探索昆明铅字造公司整合营销的影响因素权重排序，基于权重大小对整合营 销的影响因素进行了剖析；最后，得出了公司主要面临着客户关系维护系统建设 缓慢、线上线下营销资源利用效率较低、全员营销意识薄弱、目标市场定位不准 等主要问题，并从以顾客为中心进行资源整合、开展整合营销培训，充分利用营 销资源、增强与客户沟通效果，强化全员整合营销观念、提高目标市场的针对性， 增强消费者沟通效果四个方面进行整合营销的改进。 关键词：昆明铅字造；文化创意；整合营销；策略研究 Abstract II Abstract WiththedevelopmentofTheTimes,theformsofculturalcommunicationand marketingareconstantlychanging,andthetraditionalmarketingmodecannolonger meettheneedsofthecurrentculturalandcreativeindustry,anditisdifficulttogive fullplaytothemarketingeffect.Atpresent,thestateattachesgreatimportancetothe culturalindustryanditsdevelopmentvaluecannotbeunderestimated.Traditional outdoormarketingoftentakesbusshelter,neonlightsasthecarrier,whichhasthe characteristicsofimpactingpeople'svisionandbeingabletoreleaseforalongtime. Theapplicationofnewmediahasbeenaddedtotheexistingcommunicationmethods, especiallyWeChatmarketing,microblogmarketingandothermarketingmethods withveryhighpopularityparedwithnewmedia,thetraditionalmarketingmode hasasinglepublicitymethodandislessattractive,whichisignoredbyconsumers. However,culturalcommunicationcannotdiscardthetraditionalmarketingmode. Traditionalandnewmediashouldbecombinedtogivefullplaytotheirrespective advantagesandrealizeintegratedmarketing,whichisthedevelopmenttrendof culturalandcreativeindustrymarketing. ThispapertakesKunmingtypewritingCulturalCommunicationCo.,LTDasthe researchobjectanddiscussesthemarketingstrategyofthecompany'sbusiness.Based onthetheoryofintegratedmarketing,thispaperfirstlyintroducesthebasicsituation, operationsituationandcurrentsituationofintegratedmarketingofKunmingtype makingcompany.Secondly,themacroandmicroenvironmentandcompetitive environmentofKunmingtypeareanalyzed.Then,SWOTframeworkisusedto analyzetheintegratedmarketingofKunmingtypemaking,andonthisbasis,itis combinedwithAHPtoexploretheweightrankingofinfluencingfactorsofintegrated marketingofKunmingtypemakingcompany.Basedontheweight,theinfluencing factorsofintegratedmarketingareanalyzed.Finally,itisconcludedthattheslow constructioncompanymainlyfacesthecustomerrelationshipmaintenancesystem, onlinemarketingresourceutilizationefficiencyislow,themarketingconsciousness Abstract III weak,targetmarketpositioningarenotallowedtobemajorproblems,suchas,and resourceintegration,fromthecustomerasthecenterforintegratedmarketingtraining, makefulluseofmarketingresources,enhancecommunicationwithcustomers,to strengthentheoverallintegratedmarketingconcept,improvethetargetedoftarget market,boostingconsumersfouraspectscarriesontheintegratedmarketing communicationeffectimprovement. Keywords:Kunmingtypesetting;culturalcreativity;integratedmarketing; strategyresearch 目录 II 目录 摘要............................................................................................................I Abstract.......................................................................................................II 第一章绪论...............................................................................................1 第一节研究背景及研究内容..................................................................................1 一、研究背景.............................................................................................................................1 二、研究内容.............................................................................................................................2 第二节研究目的与意义.........................................................................................................3 一、研究目的.................................................................................................................................................3 二、研究意义.................................................................................................................................................3 第三节研究思路和方法.........................................................................................................4 一、研究思路.............................................................................................................................4 二、研究方法.............................................................................................................................5 第二章相关概念、理论及研究现状.......................................................7 第一节文化创意产业概念及研究现状.............................................................................7 第二节文化创意产品概念及研究现状.............................................................................8 第三节整合营销理论及研究现状....................................................................................11 第三章昆明铅字造文化传播有限公司整合营销现状分析................14 第一节昆明铅字造文化传播有限公司概况..................................................................14 一、公司简介...........................................................................................................................14 二、公司组织机构...................................................................................................................15 三、公司发展概况...................................................................................................................15 第二节昆明铅字造公司文化创意产品整合营销现状...............................................17 一、全面提倡以客户为中心的服务理念，并加强客户关系管理......................................17 二、培养公司职员的创意能力..............................................................................................18 三、内部资源整合...................................................................................................................18 第四章昆明铅字造文化传播有限公司整合营销环境及问题分析....20 目录 III 第一节昆明铅字造公司文化创意产品营销环境分析...............................................20 一、宏观环境分析...................................................................................................................20 二、竞争环境分析...................................................................................................................23 三、微观环境分析...................................................................................................................24 第二节昆明铅字造文化传播有限公司SWOT分析..................................................26 一、优势分析...........................................................................................................................26 二、劣势分析...........................................................................................................................28 三、机遇分析...........................................................................................................................29 四、威胁分析...........................................................................................................................30 五、整合营销影响因素分析..................................................................